Ford launched a new range of pickups in 2023, the type of vehicle best-selling in the United States. This launch represented an important bet for the brand in the world's largest vehicle market.
However, Ford's new pickups fell far short of being a commercial success. Performance below expectations significantly compromised the brand and affected Ford's position in the North American market.
As a direct result of this failure, Ford made the decision to fire 66% of the directors responsible for the area. This measure reflects the seriousness with which the company views the poor performance of the launch.
