This is effectively my position. The F Series is the leader of its segment, so it does not need to take big chances. Ford comes out with the Expy in 2018 and it is a very competitive product, and makes some headway but then sputters for lack of timely change. This new generation could have continued to move the needle, but based on what I see it’s a relatively conservative change. If they were the segment leader I could understand this but they are not.
Now if this is the reason, I can understand it to a certain extent, but wouldn’t you want to have a vehicle that could exceed demand, which not only benefits Ford by helping prevent incentives, but also the dealer being able to sell the vehicles at MSRP or above as is the case with the Maverick?