Ford Learns About Ranchers the Hard Way

Sacramento Bee wonders why Ford engineers can't manage a nimble 180 degree turn when it comes to getting their story straight about their electric pickup truck policy.

Published: 20-Jan-2005

don't want to mess with a rancher's truck. These herders of livestock can be crucial customers - and bearish adversaries - for U.S. automakers. Which is why we are mystified that Ford Motor Co. would choose to tangle with the likes of David Raboy.

Raboy, a rancher and software designer from Mariposa County, leases an electric-powered Ford Ranger truck, a distinction he shares with about 100 others nationwide.

Many of these truck users love their electric Rangers. The trucks are quiet. They have few mechanical problems. They release no emissions from their tailpipes.

Sounds like a great way for U.S companies to compete with their Japanese competition. Yet in 2003, Ford decided to end its electric truck lease program and concentrate on hybrid vehicles.


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