With SUVs now accounting for half of the USA new vehicle market, Ford Motor Co.is investing $25 million at its Kentucky Truck Plant to boost production of its big Ford Expedition and Lincoln Navigator models by 25%.
The ad campaign is meant to support increased customer demand for SUVs in the U.S. Just like in Europe, this segment of the market posted increased sales in the last years, making automakers decide in favor of more investments in both production of existing models and the addition of new ones.
The 2018 Expedition and Navigator's production targets have been boosted by 25 percent with the latest announcement. Expedition, which starts at $51,695, has delivered an initial 57% sales jump and seen its average transaction price rise $7,800 as demand has grown for its high-trim Platinum edition.
"It's important for this plant to produce more vehicles", Joe Hinrichs, Ford's president of global markets, told reporters here.
"Using a combination of Ford's advanced manufacturing and American hard work and ingenuity, we'll deliver more high-quality Lincoln Navigators and Ford Expeditions to customers than originally planned".
Customer demand for the highly-equipped Black Label and Reserve series contributed to an average transaction price increase of more than $21,000 in January versus a year ago.
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DETROIT-Ford Motor Co.is boosting production of its two largest SUVs.
Navigator sales are up triple digits in every region of the country, including a 135 percent gain in Ford's western sales region, which includes California, Merkle said. Last month, the carmaker said US sales of the Navigator to individual buyers were well over double from January 2017, while Expedition sales were up 57 per cent.
The new investment allows Ford to increase manufacturing line speed. Instead, assembly-line workers are getting boatloads of overtime and working voluntary weekends to keep up with the huge demand.
More than 400 new robots - including collaborative robots - were added to the facility during last year's transformation, mainly in the body shop.