Ford's F-150 Diesel Goes Downmarket

Steph Willems
by Steph Willems
ford s f 150 diesel goes downmarket

As rival General Motors prepares to tempt a broad swath of pickup buyers with its late-arriving 3.0-liter Duramax inline-six diesel, Ford Motor Company is changing its tactics. When the company’s 3.0-liter Power Stroke turbo-diesel V6 launched for the 2018 model year, Ford saw fit to relegate its new engine to truck buyers with deeper pockets.

This has now changed. Starting right away, the company plans to offer diesel propulsion to the mainstream (read: volume) truck buyer.

Announced Thursday, the Power Stroke V6 will soon appear in pickups bearing XLT lettering — Ford’s most popular F-150 trim. Until now, the oil burner was only available on the loftier Lariat, King Ranch, and Platinum trims, pushing the out-the-door price of those models even higher.

Making 250 horsepower and 440 lb-ft of torque, the mill’s output falls behind that of the Duramax, which boasts 277 hp and 460 lb-ft. However, the Power Stroke is available to order today.

Speaking to Roadshow, Ford’s truck communications manager, Dawn Mckenzie, said, “Customers and dealers told us they wanted the diesel on XLT, so we decided to expand the offering. Now, the 3.0-liter Power Stroke diesel will be available on 75 percent of our offerings, including XLT, which is our most popular series.”

Getting into an XLT diesel is not as simple as checking a box for the engine and its associated 10-speed automatic. The buyer must select an equipment group that brings to the table things like heated front seats, remote start, 18-inch wheels, and chrome trim. Ford’s not about to offer a diesel stripper.

While the price floor for an F-150 XLT is $35,755 after destination, the diesel isn’t available in regular cab models. Just SuperCab and SuperCrew. A base XLT SuperCab 4×2 retails for $38,655 after destination. Adding the diesel and 302A package brings the price of the cheapest sparkless F-150 to $46,255 — a price just above that of a Lariat SuperCrew with a 2.7-liter Ecoboost engine.

Still pricey, just not as pricey as before.

[Image: Ford]

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12 of 18 comments
  • Jerome10 Jerome10 on May 31, 2019

    Im glad the choice for consumers is there but I still don’t see the point of diesel outside regular towing. So at least trucks there seems to be a use case, unlike passenger cars. Still I wouldn’t touch this thing.

  • EBFlex EBFlex on May 31, 2019

    Ford is so stupid. Do they really think people are this dense? "“Customers and dealers told us they wanted the diesel on XLT, so we decided to expand the offering."" Really? All you focus grouping you did prior to offering this diesel that you said was not needed and you just now realize that offering it to more people is probably a good idea? Ford and Tesla. Both are in a race to out stupid the other one.

    • See 9 previous
    • DenverMike DenverMike on Jun 03, 2019

      @MiataReallyIsTheAnswer If you could only have one spec, the torque figure says way more vs. "HP" alone that leaves you with questions. This is true on gas engines too. It's a $6,000 engine all day long but $3,000 almost sounds rational, if you were going to get mid/upper trim loaded with gadgetry and bling anyway. Then it's the price of the EcoBoost or just a $1,000 hit over the V8. It's mind games, but if I wanted the diesel in a base/base stripper (retail buyer), even with a required long bed (for safety), I'd offer to pay the $6,000 to have it built, or a final $4,500 after rebates.

  • ToolGuy Here is an interesting graphic, if you're into that sort of thing.
  • ToolGuy Nice website you got there (even the glitches have glitches)
  • Namesakeone Actually, per the IIHS ratings, "Acceptable" is second best, not second worst. The ratings are "Good," "Acceptable," "Marginal" and "Poor."
  • Inside Looking Out "And safety was enhanced generally via new reversing lamps and turn signals fitted as standard equipment."Did not get it, turn signals were optional in 1954?
  • Lorenzo As long as Grenadier is just a name, and it doesn't actually grenade like Chrysler UltraDrive transmissions. Still, how big is the market for grossly overpriced vehicles? A name like INEOS doesn't have the snobbobile cachet yet. The bulk of the auto market is people who need a reliable, economical car to get to work, and they're not going to pay these prices.