Ford to Extend ‘We Own Work’ Campaign Across Entire F-Series Line

DALLAS – To tell the F-150 story, Ford is extending its “We Own Work” campaign across the F-Series lineup, inviting social engagement by providing an online forum for hard-working, hard-playing owners to share their F-150 stories and recognize their collective contributions.

“We Own Work” starts with an online manifesto, which will be followed by a cadence of vignettes, providing an up-close and personal look at F-150 owners using their trucks for tough-task business and pleasure that invariably involves more work for the vehicle, according to the automaker.

“ ‘We Own Work’ is a direct reflection of Ford F-Series leadership across tough jobs in a variety of industries demanding strength and durability,” said Doug Scott, Ford Truck Group Marketing manager. “Both Super Duty and F-150 have dominant positions in their respective segments across industries where dependability and durability is core to getting the jobs done.”

From heavy construction to road maintenance, Ford F-150 holds a dominant market share position against its light-duty competitors, according to R.L. Polk data.

For example, F-150 leads in a variety of fields, including:
• 62 percent market share in road and highway maintenance
• 68 percent share in hazardous materials work
• 67 percent share in the oil pipeline industry

The Ford F-150 pickup, equipped with the standard 3.7L V-6 engine, has the highest towing capacity among competitive models, according to Ford. F-150 can tow a 6,700-pound trailer.
F-150 owns the maximum towing capacity honor too. Both the 3.5L EcoBoost and 6.2L V-8 are rated to tow up to best-in-class 11,300 pounds.

In August, sales of the Ford F-150 pickup equipped with the advanced 3.5L EcoBoost engine crested 200,000 units since sales began in February 2011. One of those 200,000 EcoBoost-powered F-150 pickups – a four-door SuperCrew – was purchased by an oil field service contractor named James Tapp. Crisscrossing Oklahoma maintaining oil pumping machinery in the field, Tapp has put more than 87,000 trouble-free miles on his F-150 in just 17 months.

Averaging more than 5,100 miles per month, Tapp rarely shuts off his truck unless it is parked in his garage at home.

“During business hours, I literally live and work in my truck,” Tapp said in one of the “We Own Work” vignettes. “When the truck isn’t hauling me out to some remote oil rig needing service, it’s idling nearby. When it isn’t working, it gets used to haul my family.”

This Ford F-150 with EcoBoost power is Tapp’s fourth brand-new Ford pickup.