If ads are so important then how did Ford sell 1.5M vehicles last year without them? Lack of ads doesn't make them any less of a commercial success.
Some buyers are brand loyal like my brother in law who only buys F350s for 7 crews and himself. Others just want the best price. For most of them this is not their first or truck and they know what they want or don't want.
Yea, that's the Ford MO. And you are right that value for the consumer is nonexistent in this case.
The Ford big shots who thought of this strategy are pretty dang clever. De-content to reduce costs, sell accessories/aftermarket parts that fix the de-contenting (from the consumer's perspective) to increase revenue. They're probably gettin' a nice bonus this year!
Well again, my contention is most class 7 and lower sales are to the people you describe-small business trade people/contractors. Do the Verizons, Comcasts, (7M3's employer) of the world place large orders for class 4/5 trucks? Yes but I'm talking about the thousands of businesses in this country that buy these lower classes in support of their business.
I have to say, the only large fleet orders I see for class 6 and 7 Fords are UPS and Enterprise Rentals.