Skip to content
Subscriber Only
Business
Pursuits

Ford F-150 Has a 'Waiting for the Next iPhone' Problem

A new 2014 Ford F-150 truck goes through a quality control inspection after undergoing assembly at the Ford Dearborn Truck Plant on June 13
A new 2014 Ford F-150 truck goes through a quality control inspection after undergoing assembly at the Ford Dearborn Truck Plant on June 13Photograph by Bill Pugliano/Getty Images

The problem with high-tech hardware, whether it’s a smartphone or a pickup truck, is that everyone wants the newest thing. When Apple has a new iPhone in the works, would-be buyers delay their purchases until the next iteration hits the market. Turns out, that tricky timing dynamic happens with cars, too.

Ford Motor, in particular, is facing a bad bit of product whiplash at the moment. It has 16 vehicle launches next year, ranging from facelifts to entirely new models, in the most aggressive schedule to date of what car folks call “product cadence.”