2009 Ford F-150
by Jim Prueter -05/2009

America’s best-selling vehicle gets a remake

U.S. new vehicle sales figures crashed again last month, making the number sold close to 40 percent less than a year earlier. That makes the seventh straight month of losses greater than 30 percent, with both Chrysler and General Motors filing for bankruptcy protection this year.

Adding to the automotive manufacturers’ misery, President Obama has just imposed a new corporate average fuel economy (CAFE) standard that will increase by five percent each year, building on the 2011 standard until 2016. This means an industry standard of 35.5 miles per gallon for cars and trucks by 2016.

What results is an industry that will significantly increase the number of smaller, lighter vehicles it now builds. It also means that the perennially best-selling vehicle in America, Ford F-150, is certain to give up its long running sales crown. Ford has sold more than 33 million F-series pickups since it was first introduced in 1948.

Even in the current economy, with sales down 46 percent from last year, the F-150 has managed to hang on to its number one position ahead of number-two Chevrolet Silverado and number-three Toyota Camry. Americans love to drive trucks. Yet, Ford will count themselves fortunate if they move 400,000 F-series trucks this year, down from about 900,000 in 2005.

Ford, the only major U.S. auto manufacturer to decline loan offers from the federal government, redesigned the F-150 for 2009 and delivers one terrific truck in the process. Enhancements include a retuned suspension with taller sidewalls on the 17-inch tires and longer leaf springs in the back that smooth out the ride. They re-engineered the power steering, which has the F-150 going straighter with less play in the steering wheel. It sounds odd, but there is a noticeable difference when driving.

Ford engineers spent considerable time and effort to quiet down the cabin, using sound-deadening materials like laminated steel (also known as quiet steel), and laser-welds to the roof and body seams to improve the truck’s superstructure, minimizing squeaks and rattles. They even employ noise-reducing laminate in the windshield on the new Platinum model to help quiet the cabin.

Seats, too, have been redesigned to offer a thicker bolstered chair and a more comfortable seating position. There’s also an option to heat and cool the front bucket seats. Other features include Ford’s capless fuel filler. I originally thought, “What’s the big deal about twisting a gas cap?” But I do admit it was pretty nice to just pop open the door and slide the fuel nozzle in to fill it up.

Ford also offers Works Solutions ($1195, plus $49.99 per month). With this option comes high-speed Internet access along with navigation, fleet tracking and PC programs like Microsoft Word and Excel all built into the dash-mounted LCD display screen. That means those entrepreneurs who use their truck for business can produce an invoice or job estimate and print it out right on the jobsite. Handy and pretty cool too.

If you also use tools on the job, the system includes Tool Link ($1120), developed in partnership with DeWalt tools, where you can tag your tools. Using a radio-frequency identity, the truck’s system will electronically inventory them and notify you if a tool is missing. It can also set up lists by job so if a contractor needs different tools for different jobs, you can make sure you have them with you for the day.

Crew Chief ($380, plus $19.95 per month per vehicle) allows you to track all the vehicles in your fleet and monitor operational data such as speed, fuel usage, next service call and idle time.

Other offerings we liked about the new F-150 include an optional backup camera ($450), Sync voice-activated audio system ($395), the use of real wood and metals rather than faux plastic on upper level model interior trim, the flat floor in the rear seat of the crew cab model that can hold a boxed 52-inch flat-screen television inside (something Chevy, Dodge and Toyota can’t do), and power-retracting running boards like those offered on the Expedition are now optional ($1420; includes chrome wheels).

Features of truck cargo boxes have become one of the main competitive points for truck manufacturers. This year the new Dodge Ram introduced Ram Box on the premium models with storage compartments on either side of the cargo bed that Dodge says can hold 240 cans of soda and ice. It’s plastic lined with a drain and has a light.

Ford put its emphasis on the ease of using the cargo box with unique optional features like a tailgate step ($350) that hinges down and a post handle that swings to a vertical locking position to form a grab handle for climbing into the cargo bed.

Another option is the 11-inch side steps ($325 each side) that pop out with the kick of a button on the side rocker panel in front of the rear wheels. The steps make it easier to reach over the side of the cargo bed for access to tools or other cargo.

The new F-150 is offered in a dizzying array of models and trim combinations. There are 35 configurations in all, from seven different offerings including XL, sport-oriented STX, off-road FX4, mid-range XLT, upscale Lariat, King Ranch and new top-of-the-line Platinum. To explain the Platinum offering, Ford says that not everyone who wants an upscale truck liked the cowboy-style King Ranch with its saddle-leather seats and two-tone exterior and interior color palette.

Each trim level gets its grille identity treatment added to the new domed hood that gets an additional two inches in height. The grille treatment is repeated on the rear tailgate.

Three V-8 engines are offered including a 5.4-liter with 320 horsepower, 4.6-liter 292 horsepower and 4.6-liter 248 horsepower. The largest is mated to a six-speed automatic, the others a four-speed automatic. Rivals Dodge, Chevy and Toyota Tundra all offer engines with more horsepower, but Ford says it’s all about big towing and hauling numbers, where they out-pull their rivals. A diesel is on hold due to the high production cost and there are no plans for a hybrid or cylinder deactivation system like rivals offer. So for now Ford only is offering the V-8 engines. An EcoBoost twin-turbo V-6 will debut for 2010. Ford claims it will get the power of a V-8 with the economy of a V-6. Fuel economy ratings have not been announced.

Standard safety features, along with the required dual front airbags, include side-curtain airbags for both front and rear seats, antilock brakes and an electronic stability control system with traction control and roll stability control that uses a sensor to detect an impending rollover situation and attempts to correct the action.

As expected with full-size pickup trucks there is a huge price range from about $21,000 to over $50,000 with all the bells and whistles.

The sale of full size pickup trucks has been hurt most by the recession, with a huge loss of construction jobs and what is known as the “never-never” buyer (never haul, never tow), and the price of fuel adding to already tight budgets.

The new F-150 was named by Motor Trend magazine as its 2009 Truck of the Year, edging out Dodge Ram. We liked both trucks and would choose the Ram for the “never-never” buyer. However if you need a truck that works hard and needs to tow a boat, camper or trailer, we’d pick the Ford.