Corpus Christi Caller Times Caller.com - New Ford pickup named for King Ranch

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Sunday, October 22, 2000

New Ford pickup named for King Ranch
Officials hope tie-in also enhances recognition for area, ranch's leather shop
By Jeremy Schwartz
Caller-Times

Contributed Photo

Named for the legendary ranch, the 2001 King Ranch F-150 SuperCrew features the famous Running W insignia. The truck, which will be available to the public early next month, represents the first time the ranch has given its name for such an endorsement.

Established in a time when horses were the dominant form of transportation, the King Ranch has given its name to a top-of-the-line luxury pickup, the most upscale truck in Ford's F-150 line.
   The ranch's famous Running W insignia, which can be found on the hides of thousands of cattle roaming the 1,300-square-mile ranch, will make its way to area showrooms early next month, when the truck becomes available to the public.
   The 2001 King Ranch F-150 SuperCrew represents the first time the ranch has given its name for such a venture, said King Ranch spokeswoman Rose Morales.
   King Ranch officials are hoping the partnership will enhance brand recognition for its rapidly growing King Ranch Saddle Shop, which sells everything from leather handbags to hunting jackets, said former King Ranch head Stephen J. "Tio" Kleberg.
   "Hopefully it will raise awareness of the type of leather products at the saddle shop," Kleberg said.
   "It's certainly a different direction for us. Other (companies) have come to us to endorse them and we haven't done it, but this was a natural fit."
   The new pickup features chairs and a front console made of King Ranch leather and embossed with the King Ranch logo as well as Running W wheel covers.
   Starting at $31,910 for the two-wheel version and $34,365 for four-wheel drive, the truck is aimed at "the more affluent truck buyer", according to a Ford Motor Company news release.
   Each truck comes with a Saddle Shop brochure and product such as a King Ranch suitcase, Kleberg said.
   And with the trucks being sold nationwide, it's a big opportunity to get the King Ranch name better known.
   "Our name is out there, but at the same time not a lot of people know about it," said Morales, adding that the Saddle Shop's largest customer base outside of Texas is New York City.
   At the same time, Ford is hoping to capitalize on King Ranch's history and tradition. "King Ranch has a tough working heritage and that's the image we project with our trucks," said Ford spokeswoman Marcey Evans.
   Evans said the company expects to sell 20 percent of the trucks in Texas and Oklahoma. Ford is building 15,000 limited-edition King Ranch pickups, 3 percent of its total F-150 production.
   Henry Grebe, vice president of K.A. Childs Motors Inc. in Kingsville, said he doesn't know how many of the trucks the dealership will stock, but that he has already gotten many inquiries about the pickup. He said the first King Ranch F-150 is being reserved, logically enough, for the King Ranch.
   As a luxury truck, Kleberg said the pickup will not replace the ranch's current fleet of regular Ford and General Motors pickups.
   King Ranch officials were involved in the design process for the pickup, making several trips to Michigan to take part in meetings, Evans said.
   "They came up with the concept and design, but it took a lot before we were satisfied," Kleberg said. "We looked through a lot of different leather styles and colors. I think it turned out great."
   King Ranch officials said the two sides came together in June 1999 after deals with Jeep and Chrysler didn't work out.
   Dick Messbarger, executive director of the Greater Kingsville Economic Development Council, said that having the King Ranch name driving on highways throughout the country will benefit the Kingsville area.
   "We have benefited from the image and mystique of King Ranch for years," Messbarger said. "Any mention of King Ranch is an indirect mention of Kingsville."

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