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Leads Market in New Direction September 24, 2003 DEARBORN, Mich. ? Ford has set its all-new 2004 F-150 loose across the United States. The only truck that earned the right to be the next F-150.
In a series of regional ride-and-drive events, Ford's redesigned pickup is demonstrating what it means to be a leader in the full-size truck segment. Most recently, members of the investment community cruised the Poconos in a new F-150, and many left the event wowed. Their comments included: "We had the opportunity to drive the new Ford F-150 back to back with its direct competitors both on road and off?We believe it sets the benchmark for interior design, interior noise level, towing capacity and overall performance and handling." Not only has the F-Series remained a sales leader as America's best-selling truck for 26 years and its best-selling vehicle for 21 years, but it also led the market with the introduction of factory-built four-wheel drive in 1959. In 1997, Ford's F-Series SuperCab featured the industry's first standard third door in a pickup, and in 2000, the new F-150 SuperCrew configuration was first in its class to offer a cab with four full-size doors. Industry-first rear access doors allow easy reach of behind-seat cargo. For 2004, the all-new, redesigned Ford F-150 again is pushing standards, setting new benchmarks and leading the market in a new direction. It is the first and only full-size pickup to feature four doors on all cab styles. The new F-150 introduces the first available flow-through console with floor shifter in a full-size truck, the first three-valve engine technology for optimal horsepower and class-leading low-end torque and the first and only Tailgate AssistTM mechanism to make opening and closing the tailgate a cinch. "The all-new 2004 Ford F-150 demonstrates the courage required in leadership," says Chris Theodore, Ford Motor Company vice president for Advanced Product Creation. "It again forges a new direction for the market?and it is focused on giving a broad market of full-size pickup buyers a truly diverse range of model choices with outstanding interior comfort and features geared to their needs." Already, Ford's new full-size truck is appealing to a more diverse consumer base, and with best-in-class interior volume and best-in-class interior quietness, it is meeting the needs of a rapidly expanding truck market. "The market for full-sized pickup trucks?has doubled in the last decade to 2.2 million vehicles per year," reports Dan Lienert in Forbes magazine. As more consumers turn their attention to trucks, the F-150 accommodates with new levels of cabin refinement and significantly improved ride-and-handling characteristics. "Refinements like outboard rear shocks and a redesigned front suspension deliver superb ride and quality," reports Marc K. Stengel in the Nashville Scene. "If [Chevy] Silverado may feel a bit more plush on the highway, the F150 is positively sporty in the sweepers." The new F-150 introduces an available flow-through center console and floor shifter on FX4 (pictured) and Lariat models. "And then, there's that interior," he adds. "It's magnificent, with sweeping consoles and gleaming accents?the least truckish I've ever seen." "My test truck's FX4 interior almost made me feel as if I was in a sporty car," writes Dan Jedlicka in the Chicago Sun-Times. "Even the shifter looked as if from a sporty car." And after his 1,200-mile road-trip test drive, Jonathan Welsh wrote in The Wall Street Journal, "[The F-150] handled surprisingly well ? almost like a car ? and never rattled or squeaked as many trucks do."
Even with all this refinement, the F-150 has not forgotten its core truck
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