For Ford F-150, People First Then Showrooms

  • September 17, 2010
Ford will put some 20,000 people behind the wheel of the new 2011 Ford F-150 months before the vehicle arrives in dealer showrooms to get people to experience the EcoBoost engine in the truck. Ford says the engine will be in 90% of the F-150 lineup.

The program, called "Built Ford Tough Roundup," is aimed at consumers, fleet customers, and dealership sales staff. Ford says the program will visit seven cities through November. Ford says it is also bringing its cars and trucks to the State Fair of Texas in Dallas next month. Texas is the largest pickup truck market in the U.S.

The Dearborn automaker launched a website,, where people can sign up to try the truck, doing things like towing a trailer and comparing it against competitive vehicles in a ride-and-drive portion of the Roundup program that is designed like a drag race.

The site has a link social media sites like Facebook and registration for the program is also accessible through Ford Trucks' Facebook portal. The program includes kiosks, product experts and activities for families. The program starts at the Dallas at Texas Motor Speedway on Sept. 24 then goes to Houston, Atlanta, Orlando, Los Angeles and Aberdeen, Maryland.



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