Dealers expect Ford to offer plenty of incentives on F-Series before the new competition arrives.
Sales of Ford's bread-and-butter F-Series pickup have slipped 11% along with the market, chewing into profits.
It's also adding F-Series derivatives, like the upcoming FX2, a flashier truck for budget-conscious urban buyers.
Now the sector is recovering, with F-series sales rising 11.4% in the year to date.
Ford remains a leader in the pickup market, with its F-Series and other light truck segments.
Sales of its F-series trucks are up almost 13% in the first eight months of the year.
The best-selling fleet vehicle was, not surprisingly, the best-selling vehicle in the country, the Ford F-Series pickup truck.
In low light conditions with EXR Auto mode selected, the F-Series automatically identify if the subject is moving.
ENGADGET: Fujifilm unwraps FinePix F800EXR camera with wireless sharing to Android, iOS
It controls half of the very profitable diesel pickup truck market in the U.S. with its F-Series Super Duty.
Ford sales rose 14 percent in May as the F-Series rose 31 percent.
By contrast, Ford sold 168, 843 F-series pickup trucks in the first quarter alone.
All of which allows Gary White, GM's head truck executive, to chuckle a little at Ford's F-Series war room.
Meanwhile, Ford's redesigned F-Series pickups are expected to compete strongly with the Tundra.
Ford?s line of F-series has been leading the pickup truck category in the U.S. for the last 30 years.
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Sales of the F-series were up 24% in October, fueled by heavy incentives during its annual Truck Month sales event.
In a few short months the F-Series pickup, and, by extension, Ford Motor, will be faced with a ferocious assault.
The world's two biggest automakers, General Motors and Toyota, will almost simultaneously unveil new pickups aimed squarely at the F-Series.
The Lariat, which Ford expects to account for some 20% of F-series sales, would be pitched in magazines like Cigar Aficionado.
The F-series, America's bestselling vehicle for two decades, represents 23% of the carmaker's U.S. sales and 50% of North American operating profit.
Within the FinePix F-Series, Fujifilm is also introducing the new FinePix F850EXR.
ENGADGET: Fujifilm launches alphabet soup of point-and-shoot, compact and bridge cameras
The F-Series is Ford's crown jewel, almost single-handedly keeping the company alive.
F-series trucks are the bedrock of sales, says Mr Pack, soft-spoken and dapper in a monogrammed shirt, silk tie and crocodile-skin shoes.
The F-Series trucks led the increased sales of Ford Trucks in April.
The market leaders, F-series pickups from Ford, are not just best-selling trucks.
Ford Motor Co. said sales of its F-Series pickup the nation's best-selling vehicle hit 71, 604, their highest sales since March 2007.
F-series pickup sales, which Ford calls the bestselling vehicle in America, inched up 1% to 55, 000 (compared to a 19% jump in August).
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Ford is starting to gain share in the truck market in North America from last year due to the success of the F-series.
The F900EXR continues the tradition of superior image quality that the F-Series is known for with its speed, bright lens, intuitive use and advanced features.
ENGADGET: Fujifilm launches alphabet soup of point-and-shoot, compact and bridge cameras
Ford constantly reminds auto reporters and consumers that its F-Series pickup has been the top-selling light vehicle in the U.S. for the past 30 years.
The F800EXR continues the tradition of superior image quality that the F-Series is known for with its speed, bright lens, intuitive use and advanced features.
ENGADGET: Fujifilm unwraps FinePix F800EXR camera with wireless sharing to Android, iOS
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