Given its alphanumeric moniker, one might suppose that the F-150 would be easy to retail in multiple markets with little consideration for local cultural biases. Turns out, Ford’s half-ton pickup was a tough sell south of the border, and that a name change was, in fact, called for.
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What is the F-150 Lobo?
Beginning for 1997, Ford split the Mexican F-150 pickup-truck lineup into two distinct models. Commercial and work trucks remained F-150, while higher-end variants were redubbed Lobo. Looking at 2023 Mexican-market offerings, the F-150 is offered only in a single XL trim level. The Lobo, however, is offered in XLT, Lariat, Tremor, Tremor High, and Platinum trims. Also offered is the hybrid Lobo Limited HEV.
Seems Mexican truck shoppers do not want to associate their daily drivers with tough work trucks in the same way American pickup intenders do.
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Note that, in addition to Canada and Mexico, the Ford F-150 is exported to more than 30 countries, though not always in significant volume. Near as we can tell, the Lobo name is mostly limited to use in Mexico.
The Lobo story should end here, however there is a strong possibility that the name may be borrowed from Mexican and applied to a new American-market F-150 trim level.
Per the United States Patent and Trademark Office, Ford has filed trademark applications for three new F-150 variant names: Flash, Lobo, and Thunder. That said, while Ford has moved to protect these names, there’s no guaranty that the company will actually use them. However, there is good reason for Ford to put the Lobo badge into action.
For years, Ford had applied the Lightning moniker to sporty and performance variants of the F-150. However for 2022, the Lightning badge was applied to the battery-electric version of the F-150. Now that the F-150 Lightning name has be reassigned, Ford is rumored to be using the Lobo name for a coming sporty F-150, and as early as 2024.
Expect the Lobo—or whatever the sporty F-150 variant is called—to feature a lowered ride height, a performance-tuned suspension, and to be powered by either the F-150’s 5.0-liter “Coyote” V8, or 3.5-liter turbocharged “EcoBoost” V6. We expect the Lobo to be offered only in SuperCab guise.
Given the intensity with which the Lobo rumors are pumping through the Internet, it seems likely that Ford will be offering something named Lobo, even if it isn’t a sport truck. Nearly as interesting, we want to know what Ford plans to do with the Flash and Thunder names it registered.
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What is the F-150 Lobo?
