This is it. Crunch time. The 2009 Ford F-150 and Dodge Ram are rolling onto the market like a pair of gigantic craps dice, and the companies tossing them are each betting big on this game. Unfortunately, the rules changed while these dice were in mid-air. Fuel prices skyrocketed, the economy tanked, consumer confidence evaporated, and folks who once chose half-ton pickups more for their Marlboro-Man-image-enhancing qualities than for their towing or hauling capabilities are shopping elsewhere.
Ford claims it sells more of its half-ton pickups to work and commercial customers than its competitors do, and Ford predicts this segment will grow to 45 percent of F-150 sales. Toward that end, the truck's fully boxed chassis is further fortified to provide best-in-class rigidity, payload capacity (up to 3030 pounds), and tow ratings (up to 11,300 pounds). As such, the new F-150 is well positioned to capture contractors migrating down-market out of Super-Dutys to save money and gas (did we mention that a new six-speed automatic, a lighter, more aerodynamic cab, and other tweaks boost fuel economy by 12 percent with the 5.4-liter?).
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