DETROIT -- Ford Motor Co. will begin a heavy-duty advertising campaign next month for its redesigned 2011 Super Duty pickup truck.
Ford's campaign -- which encompasses three national TV spots, national print ads, owner mailings and digital ads -- will tout the vehicle's capability and fuel economy as the best in the heavy-duty truck segment, says Brian Rathsburg, Super Duty marketing manager.
"It's modeled after the F-150 campaign but dialed up a bit in terms of its 'Built Ford Toughness,' " Rathsburg says. "We used Denis Leary as the voiceover, and he has that irreverent, tongue-in-cheek tone."
The actor has been used for the voiceover in F-150 commercials since the redesigned pickup debuted in the fall of 2008.
The Super Duty goes on sale next month. It will offer Ford's new 6.7-liter Power Stroke V-8 turbocharged diesel that makes 390 hp and 735 pounds-feet of torque, according to Ford. That's a 40-hp and 85-pounds-feet improvement over the 2010 diesel model, which has a 6.4-liter engine supplied by International.
Ford also will offer a 6.2-liter V-8 gasoline engine with 385 hp and 405 pounds-feet of torque -- 85 hp and 40 pounds-feet more than the current 5.4-liter V-8 gasoline engine.
Ford is not releasing fuel economy estimates. Rathsburg says the 2011 Super Duty will average 18 percent better fuel economy on the pickups and up to 25 percent better on the chassis cabs compared with current models.
The base price of the 2011 Super Duty will be $28,995, including shipping, Rathsburg says. That's a $600 increase over a similarly equipped 2010 Super Duty, he says. The diesel will be $36,830 with shipping.