Vocational Segmentation; Recreational/Vocational Segmentation - Ford 2012 Super Duty Pickups F-250 User Manual

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2012

Commercial

These buyers need trucks that are able to do a specific job. Their reasons for buying may be just as

specific, for example:

• A functional and dependable vehicle

• Low operating cost

• High power and torque requirements

Commercial customers are expected to make up about 20 percent of the Super Duty market. Super Duty

Pickups offer these buyers a variety of weight classes, heavy-duty suspensions, powerful powertrains and a

number of heavy-duty options.

Small Business

This category includes single-vehicle owners/operators or those with fewer than five vehicles. Many of

these buyers are "mixed use" operators, meaning that they use their vehicles for both business and personal

purposes. Small-business customers are expected to account for about 30 percent of the Super Duty market.

Because their work trucks may also double as family vehicles, these buyers may be especially interested in

comfort and convenience features.

Heavy-duty Recreational

These customers want a truck with enhanced towing capabilities for a large travel trailer, multi-horse trailer or

heavy boat. They're also looking for trucks that can be used as campers. These buyers are expected to make up

about 50 percent of the Super Duty market. Because of their special requirements for towing, off-road use or

extra passengers, these buyers may be especially interested in four-wheel drive, dual-rear-wheel models or the

4-door SuperCab or Crew Cab.

F-250/F-350/

F-450

Super Duty

Pickups

F-250/F-350/F-450

Super Duty Pickups