Ford reveals new F-150 Tremor series in plan to dominate off-road action
Ford Motor Co. revealed a new 2021 F-150 Tremor off-road series Tuesday, aiming to do battle against the Chevy Silverado Trail Boss, Ram Rebel, GMC Sierra AT4 and Toyota Tundra TRD Pro.
"Tremor amps it all up," said Todd Eckert, North American group truck marketing manager. "You don't sacrifice towing and hauling. But this has higher ride height. This is meant to fuel adventure, like when you head up north and you have to haul stuff and tow a trailer; once you get to a cabin or a campsite and unhitch you can go and explore."
It includes trail control, which is like cruise control for off-road use, one-pedal drive, trail turn assist and what Ford calls a more "aggressive" body with bigger 33-inch all-terrain tires mounted on 18-inch wheels with added ground clearance, off-road running boards, rear tow hooks, a bash plate and a one-inch wider stance.
Tremor delivers more capability than the FX4 package, Eckert said, after Ford observed customers using their trucks in cornfields, on two-tracks through the woods, in mud and over rocks.
Every F-150 has a high-strength steel frame and military-grade aluminum body. Tremor comes in SuperCrew with a 5.5-foot box, 3.5 liter Ecoboost V6 engine and 10-speed automatic transmission plus standard four-wheel drive.
The list includes:
"The upgraded suspension starts with retuned springs front and rear for added ground clearance and to help keep tires more firmly in contact with terrain," Ford said in its release. "Front hub knuckles and upper control arms are revised while Tremor-specific monotube shocks at the front and twin tube shocks at the rear are tuned for softer damping at low speeds, with additional damping and control."
In some cases, the enhanced technology with 360-degree cameras helps reduce the need for spotters — people standing on the rocks, for example, assisting.
Like its Tremor siblings, the Super Duty Tremor and the Ranger Tremor, this is the latest effort to attract buyers who use their trucks for both work and play.
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A strategy to cut into the rapidly growing off-road market is brilliant, said Thad Szott, 50, co-owner of Szott Auto Group in White Lake Township, which sells Dodge, Jeep, Toyota, Ford, Chrysler and Ram.
"There's a lot of intent to go off-roading, though I'm not sure how much there is in actual execution," he said. "It's just cool to have an off-road package. People want to be cool and hip and badass. The market out there is thirsty for these features even if they don't use them."
Mark Douglas, president of Avis Ford in Southfield, Michigan, sees the F-150 Tremor as a “sweet spot” for the buyer who can’t necessarily afford the Raptor but wants a lot of those specialty features. “It just provides a nice alternative.”
Jim Christopher, 48, of White Lake, Michigan, is an avid off-road enthusiast who helps rookies go rock crawling and trail driving. While he drives a 2017 Jeep Rubicon Wrangler American Expedition Vehicle edition, Christopher said the F-150 Tremor will play an essential role in the pickup portfolio.
"Their niche is going after more overland-type trips," he said. "This is the intermediate market, a step above the F-150 (FX4) and just below the Raptor. People go off-roading to escape. But this is all very technical. You don't want to smash a fender or a muffler when you're navigating rocks, boulders or logs."
He has gone on wild off-road adventures to the Grand Canyon; Moab, Utah; Gila National Forest in New Mexico, and multiday overland trips around the country.
Christopher, who owns Leo's Coney Island franchises in White Lake and Waterford, Michigan, wondered if F-150 Tremor wouldn't directly compete with Jeep Gladiator.
"You have a tent in the (truck) bed, set up camp, and enjoy the sunset," he said. "If anyone can give Jeep a run for their off-road dollar, it is Ford."
The Tremor will be available in summer 2021. Ford has not released pricing.
Follow Detroit Free Press reporter Phoebe Wall Howard on Twitter @phoebesaid.