#F150

Stop us if you’ve heard this one before: A line of pickup trucks from Dearborn is the best-selling vehicle in America. There’s a very good chance you have indeed heard this before; after all, it’s been happening for 41 years. 

Prices of everything are going up these days – food, gasoline, our Managing Ed’s subscription to Utne Reader – and vehicles are not immune. We’re not just talking about the haywire used car market or greedy dealer markups, either; Ford has seen fit to hike its asking price for the dandy F-150 Lightning. Again.

Do you remember when suits at Ford breathlessly announced their all-electric F-150 Lightning was priced at a sliver under $40,000? Pepperidge Farms remembers – and TTAC does, too. Hot on the heels of a price increase two months ago, the least expensive Lightning now stickers for an alarming $53,749.

Ford Motor Company’s 2021 Model Year is full of new trucks, crossovers, and SUVs. The one hundred and seventeen-year-old company has a renewed focus on these profitable categories while no longer offering a sedan in North America. The Bronco, Bronco Sport, and Mustang Mach-E expand Ford’s vehicle portfolio while adding new segments for the brand. These are all very important products for the future of Ford Motor Company. However, none of those vehicles provide the company with the same level of revenue as the other new vehicle in the 2021 lineup; the 2021 Ford F-150.

It’s safe to say that the F-150 is Ford’s most important product. It has been the best-selling vehicle in America since 1977 and is in a segment where average transaction prices are near $50,000. In 2014, in order to create a more capable and more fuel-efficient truck, Ford moved the thirteenth-generation F-150 to an all-aluminum exterior. But between that release and today, the full-sized truck segment has become even more competitive. General Motors released an all-new Silverado 1500 and Sierra 1500 and FCA introduced a brand new RAM 1500.

In what is assuredly the most Nineties looking Rare Ride to date, today’s Ford F-150 wears its decade loud and proud. Let’s find out more about this one-off pace car.

Part of the appeal of pickup trucks is that they can be many things to many people.

Tow machine to haul your boat? Check. Home-improvement aid? Sure, throw those 2x4s in the back. Guarantee that your friends will call you when they need help moving, even if they never call you any other time? Sure. Cowboy Cadillac? If you like cruising the streets of Texas in comfort, pardner.

Ford’s F-150 is already at least perceived as doing all those things well – Ford doesn’t sell approximately a zillionity billion for no reason – and adding a diesel powertrain to the mix doesn’t hurt.

I left Detroit at 4:51AM on Tuesday morning, pointed south for a three-hour drive that would terminate with the beginning of my workday. I could have taken the morning off, but I like to surround my auto shows with a little bit of deliberate misery, lest I inadvertently become too comfortable in the entirely artificial universe of public relations and journalist-pampering that seems to gain steam every year even as the rest of the event comes to resemble the petal-dropping Enchanted Rose in the spare wing of the Beast’s castle. Thus the 4 AM wakeup and the trudge out to the frozen parking lot, hunchbacked with suit bags and audibly creaking from every joint, Danger Girl trailing behind me with the wide-eyed stare common to prisoners of war and victims of spousal abuse, even if it’s mostly musical in nature.

We were not the only people starting our morning, and our truck, before dawn. Long-time TTAC readers may remember that General Motors and a few other automakers pay the travel expenses of quite a few autojournos in exchange for obtaining control of their narratives. Most of them arrive a few days before the actual show, all the better to maximize the free meals and curated experiences. On Saturday, while my son and I were driving up to a skatepark in Cleveland for an evening’s worth of BMX riding, I’d seen a former colleague of mine whining on Instagram about the less-than-five-star nature of his complimentary accommodations at the GM Renaissance Marriott. The only way I could think of to register my disappointment was to change my own hotel reservation to the absolute cheapest room available on Hotels.com: $47 a night for the Allen Park Motor Lodge.

The motel, and the room, turned out to be kinda-sorta okay, although the bed didn’t really make the grade for two people with a hardware store’s worth of screws and bolts in their bones. Here’s the interesting part: I’d expected that most of my fellow motel-dwellers would be engaged in some form of recreational depravity, but in actuality the bulk of them were construction and service-industry workers taking advantage of the weekly rates. They were early to bed and early to rise. Our work-truck white Silverado, parked in a line of pickups that stretched all the way across the motel’s road frontage, was notable only for being slightly newer than the rest. As we backed out of our spot, I saw a few Carhartt-clad fellows trudging out to the Colorados and F-150s and Rams, tool belts slung over their shoulders, rubbing their eyes and exhaling cloudy yawns of crystallized steam towards the moon.

Back to life, back to reality. But there was a bit of irony in it for me, because this Detroit show was the first one in a long time to acknowledge the connection between the polished artifice of the press-event turntable and the early-morning trudge to one’s truck.

Because of Ford’s new patent, we may soon wonder how we ever got anything out of our truck beds.

Ford has filed for a patent for a “sliding platform” in the bed of pickup trucks. The platform will be powered by a drive assembly, labeled an electric machine, coupled to the engine and transmission, possibly from a hybrid F-150.

Eleven years ago, I married a remarkably tolerant woman. She’s not particularly into cars, but she humors me when I prattle on about the merits of whatever awesome car caught my eye that day. Or when I decide I need to take an epic, one day, out-and-back trip to Maryland to buy a race car that’s never turned a wheel under it’s own power in the three years I’ve owned it. But she has her own automotive tastes, and for sake of marital harmony, I do my best to listen.

As a country girl, trucks weigh heavily in her list.

One peculiar truck that caught her eye about fifteen years ago was the Ford SVT Lightning. I think the bit-player role it took in the first “The Fast and the Furious” film (as Harry’s shop truck) may have done it for her. That, or she’s conflating her lust for Vin Diesel’s bulging biceps with the sweet melody of whistling supercharger and burbling V-8.

Ford’s F-150 is an important vehicle for Ford and it’s not too much of an exaggeration to say it’s an important vehicle for America. In 2014, the F-150 was not just the most popular truck in America, it was the most popular anything in America, selling more than 740,000 examples. For those that love their numbers, that is more F-150s than everything Hyundai sold in the USA put together.

Redesigning the F-150 isn’t just putting Ford’s profits on the line. Hundreds of suppliers and countless employees are worried about Ford’s aluminum gamble.

After being stuck in Nashville for an extra unscheduled 24 hours and spending the following 12 hours bouncing from airport to airport, I can easily say that air travel is horrible. Conversely, Mazda is extolling the emotional virtues of driving in a new ad campaign.

Here’s what happened overnight.

The Cure for Gentrification? (photo courtesy: OP)

Zach writes:

Sajeev,

I would like your, and the B&Bs, opinion on my dilemma, but first a love letter of sorts…

I’m a proud owner of an ugly truckling, a 1988 Toyota single cab short bed pickup in all its carburated 22R goodness. The 4spd close ratio stick makes anything above 60mph interesting, but I’ve hauled 2200 lbs of radiators in it to the scrap yard, and other than having to hit the brakes to steer, it had no problems. No AC, no power anything. For a while I had a dump bed on it, which meant that trips to transfer station attracted every hispanic and african in the vicinity. I bought it for $700 from a gentleman who commuted around DC in it since new, and whose new wife forced him to sell it. I still run into him at the local HomeyD and he always looks longingly at it.

This review begins with a car, a broken car, a miserable broken ungrateful little four-wheeled implement to which I have sunk too much money and too many pulled hairs, both of which I will never recoup.My stupid, silly Mazda Miata has been out of commission since, oh, last May, befallen by a faulty engine and then, uh, another faulty engine. (The details are sordid: first time was a journal bearing, if anyone’s keeping track, and the second, a failed oil pump. Someday I’ll gather all of my thoughts on this Horrible Misadventure in Transportation Ownership and publish the eight-thousand word screed to any miscreant willing to stomach it.) The Miata of my obsessions. Sadly.The third engine, as pointed out by snickering colleagues, has got to be the charm. That warm glow of schadenfreude doesn’t feel as good when you’re the poor dumb bastard.

Yesterday’s post on Texas Tailgate Theft definitely struck a nerve with this Native Texan, especially the NCIB’s Quote:

“Since a tailgate theft takes just seconds to accomplish, consumers might consider using an after-market security device, such as a hinge lock to thwart criminals.”

Yeah, not quite…

Perhaps you haven’t lived in a flyover state where brown leather gear dominates your town during Rodeo season. While the Ford+King Ranch press release celebrating the 15th Anniversary of those famous brown leather pickups reached the autoblogosphere, only a local writer with an internationally known knack for automotive snark both finds the sweet mochalicious lede and refuses to bury it in the dirt.

And what does that mean? You gotta click to find out.