To say Ford Motor Company has a lot riding on the newly redesigned 2004 F-150 pickup would be an understatement.
The F-150 pickup is a key component and volume leader of Ford's full-size F-Series truck line that also includes the heavy duty, consumer-oriented F-250 F-350 pickups plus commercially-skewed F-450 F-550, F-650 and F-750 varieties.
The F-Series was introduced in 1948 as the first all-new post World-War II line of vehicles from Ford. Most importantly, F-Series has been the best-selling vehicle in the United States for the past 21 consecutive years. The F-Series accounts for an astonishing 23 percent of Ford Motor Company's total U.S. sales, contributing mightily to the bottom line. Ford's financial picture has been bruised during the past two years as the company has reported losses of more than $6 million.
Until recently, Ford, General Motors and Dodge together enjoyed a monopoly in full-size pickup truck sales, basically competing against each other for market superiority. The United States is the world's number one market for pickups (surprisingly, Thailand in southeast Asia ranks second) so it only makes sense that these domestic players would have home field advantage. All three also enjoyed the big profit margins built into these vehicles, a fact not lost on a couple highly motivated Asian counterparts.
While Toyota, Mazda and Nissan have offered pickups in the past, the lineup consisted mostly of small or mid-sized pickups or rebadged versions of Ford or GM vehicles. That changed big time in 1999 when Toyota, Japan's largest automaker, started building the full-size Tundra pickup truck at a newly-built plant in southern Indiana. Suddenly, domestic dominance was challenged by a well-executed newcomer. Another full-size challenger, the all-new 2004 Nissan Titan, will start rolling off a new plant in Canton, Miss. later this year.
Sales of the Toyota Tundra have been sturdy enough to warrant construction of a another U.S. plant to accommodate more production. Toyota announced earlier this year that a new assembly plant will be built deep in the heart of Texas, in San Antonio specifically. This site is of special note because more pickup trucks are sold in Texas than anywhere else in the country. The Alamo city is also where Ford Motor Company chose to showcase the 2004 F-150 to members of the automotive media last month.
Last year Ford sold 90,355 F-Series vehicles in Texas. The second-leading state in sales was California at 51,295. Illinois did not figure in top ten sales. Total sales in 2002 reached 800,000 units, qualifying it as the best selling vehicle in the world.
With Ford's dominance challenged from more than one front, the world's second-largest automaker did not want to stumble out of the gates when introducing the next-generation of F-150. The last major redesign occurred in 1997. After spending a day behind the wheel of the F-150, it's safe to say Ford did its homework. The new version is roomier, good looking with improved driving dynamics.
As in year's past, many cab and bed lengths can be mixed with different engine sizes, trim levels and 4x2 or 4x4 configurations.
All cab selections (Regular, SuperCab and SuperCrew) come with four doors which means easier access to the interior. All Regular Cabs now have a rearward-swinging access door with easier-to-grip door handles and a stowage area behind the seat 13 inches wide. Both SupeCab and SuperCrew rear seats with the SuperCab featuring rearward-swinging door while the larger SperCrew has four forward swinging full-size doors.
Five major trim levels are offered: entry XL, sporty STX, versatile XLT, outdoor-enthusiast FX4 and top-of-the-line Lariat. To help add even more individuality to the lineup, two different grille designs are available (a honey comb or "H" design) and different instrument panel configuration are offered depending on the trim selected.
Also new this year is a rack-and-pinion steering system with power assist replacing the recirculting-ball type improving the responsiveness of the overall vehicle.
The F-150's outward appearance incorporates a more cutting-edge styling than last year's rather conservative nuances. Both grille designs are more prominent and flanked by narrower band-like headlight housing. Tailgates are reengineered, taking less effort to open and close. Eight-foot, 6 1/2-foot or 5 1/2 box lengths are available and are two inches deeper than last model year. Seventeen-inch tires come standard.
The two V-8 engine selections include a 4.6-liter, two-valve-per-cylinder Triton generating 231 horsepower and a new 5.4-liter, three-valve-per-cylinder, Triton pumping out 300 horses. Both engines utilize regular unleaded fuel and are connected with a four-speed automatic transmission with overdrive.
Most models feature two-tone dashboards with circular air vents. The pod-shaped radio/ventilation housing popular in many Ford vehicles in the late 1990s has given way to more ergonomically-friendly ventilation dials and push-button radio controls. Seats were supportive during three hours of driving. The large SuperCab model comes with second-row power windows, new for F-150.
Last week, Ford announced pricing for the 2004 incarnation, which remains virtually unchanged from 2003 levels. Starting pricing of the 2004 F-150 falls into the $19,125 to $35,570 range depending on the model selected. Prices are exclusive of the $795 destination charge.
Ford started cranking up F-150 production at the company's Norfolk, Va. Plant early last month. Vehicles start arriving at dealers later this fall. Ford's Kansas City plant will also build the vehicle starting later this summer and early next year, Ford's historic and completely refurbished Dearborn facility just west of Detroit will also start F-150 production. |