Everything you wanted to know about the 2004 Ford F-150

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Everything you wanted to know about the 2004 Ford F-150

The number one selling vehicle

2004 F-150

“The new F-150 exudes the confidence of a leader. It reaches back to the roots of the Ford F-Series tradition to communicate a tough, visual strength with boldness and honesty. Beneath that exterior strength, I believe the sophistication and craftsmanship of its interior design is truly a benchmark achievement for this class of vehicle. The new levels of comfort, spaciousness and refinement complement the tough truck capabilities that we would never compromise.” -- J Mays, Vice-President – Design, Ford Motor Company WHAT’S NEW FOR 2004

F-150 offers the industry’s widest variety of body and trim configurations – three cab choices, two box styles and three box lengths. The more “garage-able” new F-150 SuperCab with a 51/2-foot box is expected to be a full-size pickup truck exclusive.
Five distinct series offerings reflect how Ford has sharpened its differentiation across the F-150 range to address varying full-size truck customer wants:

The workhorse F-150 XL
The sporty, capable F-150 STX
The tough, versatile people carrier, F-150 XLT
The pickup for serious 4x4 enthusiasts with substance to match the tough image, F-150 FX4
The top-of-the-range in truck refinement, F-150 Lariat
Easy access – Even Regular Cabs will feature a first-in-class rear-swinging access door on each side of the cab for stowage flexibility and ease.
Revolutionary new interiors – Custom environments have been designed for each series, all with outstanding quality and refinement. The initial “wow factor” is supported by substance that makes F-150 a pleasure over the long run. In addition, both Regular Cabs and SuperCabs benefit from 6 inches of additional length in the passenger compartment.
Modular approach – Instrument panel architecture gave the F-150 design team tremendous flexibility to customize each of the five series interior offerings, using different colors, textures and materials.
Flow-through center console – New optional flow-through console design is available with captain’s chairs and a class-exclusive floor shifter. Owners also can select the standard, versatile 40/20/40 split front bench seat.
New overhead storage system – Standard on XLT, FX4 and Lariat in SuperCab and SuperCrew – gives F-150 owners storage personalization options with its unique modular design.
Design sketches of the new 2004 F-150 show influences of the Mighty F-350 TONKA concept vehicle, unveiled at the 2002 North American International Auto Show in Detroit.
NEW SHAPE OF TOUGH: BOLD NEW F-150 FEATURES REFINEMENT
The all-new 2004 Ford F-150 creates a bold first impression as it extends Ford’s tradition as America’s Tough Truck leader.

It creates an even bigger lasting impression when F-150’s standard doors are opened to reveal an interior design with truck refinement, comfort and spaciousness.

The new F-150 combines uncompromised truck toughness and capability with interior design excellence never before seen in a pickup, a pairing that is designed to change America's expectations of what a full-size pickup can be.

Ford’s all-new F-150 redefines America’s truck.

It celebrates the essence of the “Built Ford Tough” tradition but also breaks truck design conventions. A unique mix of capability and comfort, toughness and refinement and rigidity and versatility, the forward-looking F-150 charts new ground for the full-size pickup as only a leader can. Bold wheel arches reinforce the new F-150's Tough Truck image.

As the full-size pickup sales leader for 26 years running as of January 2003, Ford has used its consumer insight into the evolving full-size pickup market to create this new truck. The 2004 F-150 extends traditional Ford truck strengths, adds new technologies and features and is expected to sharpen F-150’s appeal to a broader-than-ever range of truck buyers.

Comprehensive three-cab, three-box, five-series lineup

The new F-150 features a comprehensive full-size pickup product range. Core to the new F-150’s design architecture is the insight that customers require more of their pickups than ever. Ford offers the industry’s widest variety of body and trim configurations.

Instead of a one- or two-sizes-fit-all strategy, Ford F-150 offers:

Three cab choices –
Regular Cab, with a single row of occupant seating and a behind-seat stowage area up to 13 inches in width.
SuperCab, a four-door extended cab version featuring a second row of seating accessed by rearward-swinging access doors. Distinctive front-end treatments provide at-a-glance differentiation for the five F-150 series. The Lariat, shown above in SuperCrew configuration, has a bright chrome grille surround.
SuperCrew, a crew cab that features two rows of seating and four forward-swinging, full-size doors.
Three box lengths – 8-foot, 61/2-foot, and 51/2-foot – and a choice of two different box styles, Styleside and Flareside. The F-150 SuperCab 51/2-foot box combination is a new offering and a full-size pickup truck exclusive.
Five distinct series offerings – from the workhorse F-150 XL to the refined F-150 Lariat – that reflect how Ford has sharpened its series differentiation across the F-150 range to address the differing wants and needs of full-size pickup customers.
All-new sophisticated
Tough Truck exterior design

The all-new F-150 exterior is confident, powerful, fresh and refined. Drawing on design elements from the current F-150, the F-Series Super Duty lineup and the Mighty F-350 TONKA concept truck, its taut, boldly chiseled shape resonates with Ford Tough Truck tradition.

“Creating an all-new F-150 was about asserting the toughness and truck capability of the sales leader,” said Patrick Schiavone, design director, Ford Tough Trucks. “We definitely wanted to push the design to a new level, to move the excitement needle up a notch. The result is a shape symbolic of F-150’s strength but with an underlying tone of sophistication that really gives this truck aspirational qualities.” Designers kept end-users in mind while planning the all-new 2004 F-150. Increased cargo box depth and features such as rail caps and tie-downs increase versatility.

In keeping with the overall design philosophy at Ford today, the new F-150 presents a well-executed design that will continue to look good well into the future. While it expresses strength and style and the confident “Built Ford Tough” attitude through its chiseled lines and brawny stance, designers spent extra effort on fine details that combine to give the new truck sophistication not previously available in the segment.

“We worked to perfect the most subtle proportions,” explained Craig Metros, F-150 chief designer. “These are details that truck designers never considered before. Ultimately, it’s that attention to detail that makes the difference between mere good looks and great design.”

On the grille and tailgate, for example, the proud Ford blue oval badge is large, measuring 9 inches across, but exactly proportioned, and the surface has a subtle crown that adds three-dimensional “punch.”

Designers widened the front and rear track by more than 1.5 inches and placed the wheels in straightforward circular wheel arches. These actions plus larger standard wheel and tire combinations contribute to F-150’s self-assured, “planted” stance. New 17-inch steel wheels and tires are standard on the workhorse F-150 XL, while aluminum wheels and larger, 18-inch designs are offered on higher-specification models.

Inspired by the F-Series Super Duty, designers created a bold front-end treatment for the all-new F-150. It features a steepened, inverted trapezoid grille with its strong, uncomplicated insert. An “up and over” grille-surround cleanly incorporates the design with F-150’s raised-dome aluminum hood. The design conveys strength and symbolizes the power of F-150’s engine family, led by a new flagship, 300-horsepower 5.4-liter, 3-valve Triton™ V-8 engine. Ford's popular SuperCrew cab configuration is available in both two-wheel and four-wheel drive.

The face of the new F-150 also features new quad-circle-styled headlamps designed in form-follows-function clusters. The headlamp units are large, with lighting elements clearly visible through their clear composite lenses.

F-150’s new front-end design features a fascia treatment that extends between the fenders and under the grille. Devoid of gaps and fit inconsistencies, the fascia lends a look of refined sophistication and precision.

The front view is finished by a bold bumper – either chrome or body-color depending on series – with a dished center section to accommodate F-150’s lower grille. The bumper features large integral foglamps in most two-wheel-drive models, or tow hooks in most four-wheel-drive models.

“The combination of the bumper and fascia is a design detail that helps give F-150 its higher level of sophistication,” Metros said. “With most trucks the bumper looks like a bolt-on afterthought, with a big gap between it and the bodywork. The new F-150’s face is more refined.” The STX model features a distinctive front-end treatment, including body-color bumper and fascia.

Tall-shouldered and proud, F-150’s new profile includes a distinctive lower feature line – “waterline” in design terminology – that is common across the entire F-150 range.

The waterline extends the length of the vehicle, joining the tops of the front and rear bumpers to create a visual body separation around the entire vehicle. Ford designers used the waterline as the starting point in creating visual differentiation among F-150’s five different series offerings, such as two-tone paint treatments, while maintaining design coherence across the range.

Furthering the new F-150’s visual strength is its high beltline, which draws attention to its chiseled, powerful flanks and a roofline reminiscent of chopped-top custom street trucks.

A more vertical tumblehome (the inward bow of the side windows) helps to balance the visual weight of the lower body while allowing nearly flush side glass, a mark of refinement. The doors of the new F-150 adopt the Ford signature stepped-down beltline of its larger Super Duty brother – a feature that aids outward visibility while providing an athletic rake that dynamically links the front and rear of the truck.

The F-150’s cab profile varies according to model, but the variants share an underlying architecture designed for flexible, efficient manufacture. Fully inset front door designs – for a clean, aerodynamic look – are common for all cab variants. A distinctive feature line - called a waterline - low on the bodywork serves as a departure point for various style treatments, including two-tone paint.

Regular Cab models feature rearward-swinging access doors, giving the customer better accessibility to the space behind the seat. The behind-seat load space is 13 inches wide, large enough for golf clubs, toolboxes or five-gallon paint buckets. Each access door features an integral window that contributes to the new F-150’s airy, spacious interior feel.

SuperCab occupants can enjoy F-150’s anticipated-to-be first-in-class rear door power windows. Rear-seat passengers also benefit from the cab’s six additional inches of length and a cleverly designed door handle that works from both outside the vehicle and inside.

On both rearward-swinging door designs neither exterior handles nor hinges are visible.

Two running-board designs – bench-shaped or tubular – are available. Their designs complement the new F-150 exterior.

At the business end of the new F-150, customers can specify the pickup box according to load length and box style.

The clean look of the F-150 Styleside box is available in all three box lengths – 8-foot, 61/2-foot and 51/2-foot. Its design incorporates steel inner panels and bolt-on outers of high-strength steel with precise, chiseled wheel arches. The Styleside features a body color tailgate design badged with a centered 9-inch Ford blue oval badge and the F-150 series badge on the left side. The Flareside box features rubber-tread steps, exterior cargo tie-downs and a unique flared tailgate.

F-150’s new 61/2-foot Flareside box – available on STX, XLT and FX4 models – is formed of inner steel panels and exterior panels crafted of sheet-molded composite. The Flareside box design harks back to historic models with deeper, fender-like wheel flares and a different tailgate design that flares outward sportily at its upper edge for a “spoiler effect.” Black footpads and outer cargo hooks add further visual appeal and functionality.

Tailgates for both box designs incorporate Ford’s new Tailgate Assist, an innovative and expected-to-be segment-exclusive feature to make opening and closing the tailgate easier. A torsion bar built inside the tailgate twists as the tailgate is lowered, bearing some of the tailgate’s weight. As a result, the new F-150’s steel tailgate feels more like a lightweight aluminum panel, but with no sacrifice in Tough Truck strength.

Interior design Vertical lines were an important element in the new instrument panel treatment, allowing modular design.

On the inside, the new F-150 design is customized for the different series offerings. The 2004 F-150 demonstrates that toughness and craftsmanship go together like a finely crafted tool, reflecting the attention to detail Ford has devoted to occupant comfort, reduced interior noise and higher feature content. Although the new F-150 interior evokes an initial “wow factor,” designers have given it the substance to satisfy over the long run.

“The look is very modern, precise and industrial,” said Jim Smithbauer, F-150 design manager. “We designed the new F-150 interior with the knowledge that truck owners are spending more time than ever in their vehicles, both for work and personal use. Our objective for the new F-150 was to give them even higher levels of comfort, craftsmanship, versatility and convenience.”

Designers adopted a modular approach to creating F-150’s instrument panel architecture, which accentuates the new interior design. The visual effect is created by bold vertical bands – or stripes – that give the design team tremendous flexibility to adapt different colors, textures and materials to customize the instrument panel across the F-150’s five series offerings.

The results are an attractive two-tone instrument panel even on base models and stunning visual effects on higher series models. F-150 FX4 features “warm steel” effect bands while being distinguished by “carbon mesh” surface treatments for the instrument panel center stack and door panel inserts. Woodgrain effects are used for Lariat.

Designers also had flexibility to create three different instrument cluster designs. The FX4’s cluster evokes images of classic aviation, and the high-specification Lariat features chrome-ringed gauges that match other chrome interior elements, including door handles. The cluster nestles under a subtle “eyebrow” in the upper instrument panel fascia.

The instrument panel houses functional round air registers – trimmed in chrome on higher-specification models – that are dimpled for fingertip-controlled opening and closing. In the off position, the vents are fully closed, enhancing the clean look of precision of the instrument panel. The FX4 and Lariat models are available with a segment-first center console and floor shifter that complement the distinctive center stack.

The all-new F-150 introduces a flow-through center console option to the interior, which is matched with two captain’s seats and a floor shifter for FX4 and Lariat models. The floor shifter, another expected-to-be segment-first, is a sophisticated design detail itself, finished in warm steel and chrome with a matching chrome gear indicator bezel.

The center console also incorporates an armrest, a stowage bin and cupholders. It integrates visually with the center stack of the new instrument panel and includes the audio and heating/ventilation/air conditioning controls.

Vehicles equipped with F-150’s 40/20/40 split front bench seats are configured with a different instrument panel center stack that is optimized for middle passenger legroom.

Expected first-in-class
overhead rail storage system The new overhead rail system allows owners to customize their truck with snap-in modules.

The new F-150 marks the debut of an industry-first modular overhead rail system that allows owners to customize interior storage options. It is standard equipment on XLT, FX4 and Lariat SuperCab and SuperCrew models.

At the heart of the overhead rail system is a pair of brushed aluminum rails integrated into the headliner and extending from just behind the rearview mirror to just behind the second row of seats. Capping the rails at the forward end is a dome light console and a large storage bin module.

The overhead rail system – with integral power supply – will allow owners to easily snap in additional modules, such as first aid kits, tool kits, flashlights and two-way radio holders as they become available. In addition to modules Ford develops for the overhead storage system, designers believe this system also could inspire innovation from the aftermarket to give F-150 owners even more choice. The powered rails can accommodate a wide variety of storage options, as well as a DVD player and additional offerings in the future.

An option on XLT, FX4 and Lariat SuperCrew F-150s is a rear-seat DVD entertainment system that attaches to the rearward end of the overhead rails. A high-performance 7-inch flip-down LCD screen, rear seat audio controls, handheld remote control and DVD player are included. Video and audio jacks enable rear passengers to connect gaming systems and other equipment.

Attention to design
detail and comfort

Ford designers’ attention to detail is evident throughout the interior:

F-150’s doors are trimmed with slightly concave-shaped interior panels that maximize passenger room. The door panels feature large padded armrests designed to suit a wide range of statures. The doors also feature a large map pocket with a molded-in holder for a 20-ounce bottle.
Grab handles on the A-pillars are cleverly integrated into the pillar cladding, and feature a soft-touch grab surface. Points of contact like these provide the customer with the most lasting impressions about a vehicle’s “feel” and quality.
F-150 XL and F-150 STX models feature hose-out floors that their owners consider essential. Instead of a generic grained rubber effect pattern for hose-out floors, Ford designers created a metal “diamond plate” effect in the rubber floor surface.
Interior surfaces on the F-150 Lariat are distinctively stitched, including the center console and the eyebrow-shaped binnacle, a detail normally found on exclusive luxury cars, not trucks.
Pill-shaped surface details punctuate the interior, adding dimension and visual appeal.
Comfortable Seating The 60/40 split rear seat in SuperCab and SuperCrew models flips up to expand interior storage space. The center seat features a flip-down armrest on some models.

A 40/20/40 split bench front seat is standard equipment on all new F-150s, even the base XL. XLT versions can be specified with front captain’s chairs and a center storage console, and the FX4 and Lariat SuperCab and SuperCrew are available with optional front captain’s chairs that include a full-size pickup first flow-through console and floor shifter.

All SuperCab and SuperCrew versions have a 60/40 split rear bench seat that easily flips up to make room for cargo. The SuperCab now features a new backrest recline of 21 degrees to match the more natural seating position of the SuperCrew.

Lariat models have power adjustment of the driver’s seat as standard equipment, and can be equipped with heated seats for the driver and front passenger. A power-adjustable driver’s seat is optional on XLT and FX4 SuperCabs and SuperCrews, and Lariats have an optional memory feature that allows two drivers to pre-set the adjustment of the seat and the power-adjustable pedals.

The differentiated new F-150 series family

Five distinctly individual models have been created for the new F-150 as Ford has worked to hone the character of the truck for key customer segments within the vast full-size pickup market. The objective for designers was to create a family of F-150 series offerings, each with a distinctive personality.

From the base model to the top of the range, each series gains new comfort and convenience features – some of them expected to be firsts for the full-size segment.
The F-150 XL is designed to take
all the hard work its owners can dish
up, and then come back for
more on the weekends.

STX models offer Tough Truck
capability in a sporty, modern package.

XLT gives owners the options they want,
with a multitude of box and cab choices.

The FX4 makes a bold statement,
with optional contrasting lower
two-tone paint treatment and a
distinctive interior that matches the
truck's aggressive personality.

The 2004 F-150 Lariat sets a new
standard for Tough Truck refinement,
with a sophistication at a glance.
The bright chrome grille and
18-inch bright aluminum
wheels are unique to the line.

F-150 XL – The workhorse of the line-up, the F-150 XL is the truck that gets the job done, a truck proud to retain the hose-out floor symbolic of the pickup’s role in helping to build America. Larger 17-inch steel wheels are standard, and the XL has a bold, forthright grille design and a lockable tailgate. Interiors can be specified in either vinyl or cloth.

F-150 STX – Ford has created the F-150 STX for the value-oriented owner who needs work truck capabilities for hauling and towing but wants a sporty, stylish look. STX models are available in Regular Cab or SuperCab with body-color grille surround and bumpers, and 17-inch sporty cast aluminum wheels.

F-150 XLT – The F-150 XLT is the Tough Truck designed to carry people and cargo alike. XLT is geared toward a wide array of jobs such as hauling, towing and recreation. It features a unique, optional silver two-tone paint finish, unique grille treatment and its own 17-inch cast aluminum wheels as standard equipment. Inside, premium cloth is featured on either the 40/20/40 split bench seat or optional dual captain’s chairs. Chrome accents make the new instrument panel design even more distinctive.

F-150 FX4 – For serious 4x4 truckers, the new FX4 is aimed at outdoor enthusiasts for whom a truck with four-wheel-drive capability is a critical lifestyle element. The new F-150 FX4 has the capability and the image they’re seeking -- a bold, individual statement. New optional 18-inch machined aluminum wheels complement body color bumpers, a distinctive grille and optional Dark Shadow Grey lower two-tone treatment add to the FX4’s purposeful look. Inside the FX4 is just as individual, with unique “warm steel” accents on the instrument panel, center console, doors and steering wheel. Its aircraft-inspired instrument cluster, carbon-mesh accents and chrome-ringed air registers are further design touches. Optional captain’s chairs can be specified in either sporty cloth or sporty leather.

F-150 LARIAT – The top-of-the-line F-150 Lariat is a unique combination of toughness and refinement, geared to buyers who view their trucks as a reward for achievement. Many Lariat owners depend on their trucks for towing, such as boating enthusiasts and horse owners, but want comfort, refinement and convenience features along the way. Lariat features optional premium captain’s chairs with the flow-through console or a standard 40/20/40 leather split bench seat. The instrument panel and center console contain finely crafted stitched surfaces in Medium Pebble or Ebony, augmented by woodgrain touches on the doors and instrument panel center stack. Lariat’s instrument cluster also is unique to the series, with cream-colored gauges ringed in chrome to complement the chrome-ringed air registers and chrome door handles. The steering wheel has built-in controls for key audio and climate control functions. The theme of American luxury continues on the exterior of the new F-150 Lariat, with an optional Arizona Beige lower two-tone paint treatment, chrome bumpers and a unique grille, along with 18-inch bright aluminum wheels.

All comparisons are vs. 2003 competitive vehicles.

SPECIAL FEATURES

"Ford is the undisputed leader in the full-size pickup market. The all-new F-150 takes it to the next level and further separates us from the pack. No one should underestimate the importance of the new F-150 to Ford Division and the entire Ford Motor Company. It impacts our dealers, our employees, and most importantly, our customers. Our years of customer insight have allowed us to create a revolutionary new product that reflects a whole new era of Built Ford Tough."
-- Steve Lyons, President, Ford Division

LEGACY OF LEADERSHIP

America's truck - Ford F-Series has been the best-selling truck in America for 26 years running, as of January 2003. It has been the best-selling vehicle in the country for 21 straight years.
Growing popularity - With F-Series the clear sales leader, the full-size pickup market in the United States has doubled over the last 10 years. More than one in every 10 vehicles sold is a full-size pickup.

Heart of Ford's business - Ford Motor Company derives 23 percent of its total U.S. sales from F-Series. For Ford Division, America's truck accounts for nearly 28 percent of sales.
Changing landscape - Ford pioneered the personal use pickup truck segment. As new buyers with changing needs have entered the market, Ford has met their tough truck needs while providing personal-use flexibility.

A Whole New Era of Built Ford Tough - The all-new F-150 establishes a new benchmark for full-size pickups. The groundbreaking design epitomizes decades of Ford truck leadership by extending traditional F-Series strength and toughness while confidently pioneering new capabilities, introducing new levels of refinement and dramatically enhancing the areas of ride, handling and comfort.

Sharp, customer-based product differentiation - Based on strong market insight and the willingness to continually strive to better satisfy customer wants, Ford has sharpened the differentiation of the new F-150 lineup. Five distinct series offerings respond to the breadth of the full-size pickup customer base.

Smart engineering - With more capability and content than ever, Ford F-150 still delivers value, a hallmark of the brand, thanks to its "smart engineering" accomplishments.

Lean and flexible manufacturing - The introduction of the 2004 F-150 heralds a new era of manufacturing excellence at Ford, featuring the efficiencies of an intensive lean-manufacturing approach and introducing a forward-looking new flagship assembly facility at the very heart of the company - Dearborn Truck Plant at Henry Ford's historic Rouge manufacturing complex.
2004 FORD F-150 MEETS EXPANDING CONSUMER NEEDS

2004 F-150 Lariat SuperCrew.

Power. Package. Presence. The Ford F-Series is America's truck. Led by the F-150, F-Series has defined the full-size pickup in the United States and for more than two decades has been the country's best-selling vehicle.

Ford pioneered the pickup with the Model T, gave it the first V-8 engine, created the famed Twin I-Beam suspension, and led the market by being the first in the under-8,500 class to introduce both an extended cab model with a standard third door, the SuperCab, and a crew cab model with four forward-swinging full-size doors, the SuperCrew. Along the way, Ford has amassed 85 years of experience in the truck market, built on 55 years of legendary F-Series accomplishments and established a brand that is synonymous with tough truck leadership.

Today, with its strong heritage as a foundation, Ford is redefining America's truck. The new Ford F-150 introduces a Whole New Era of Built Ford Tough.

THE F-SERIES SALES LEADERSHIP STORY

The story of the Ford F-Series is one of sustained sales leadership. From the farm to the construction site, landscaping job or boat ramp, the full-size pickup has earned a special place in the fabric of American life, and F-Series is America's choice. F-Series continues to stand out through its legendary value, quality, time-tested durability and multitude of accomplishments in the motor sports world. F-Series outsells every other full-size truck brand. In fact, F-Series has been America's favorite vehicle - car, truck or SUV - for 21 years running, as of January 2003.

Statistics on the full-size pickup tell a compelling story of its significance on the American landscape and its importance to Ford Motor Company and other automakers. In 2001, full-size pickups comprised the best-selling single segment of the U.S. marketplace:

Full-size pickup trucks accounted for sales of nearly 2.3 million units.
Full-size pickups represented 13 percent of all U.S. vehicle sales. In major regional truck markets, led by Texas, full-size pickups were even more dominant, achieving 24 percent of all vehicle sales.
Three of the top-10-selling vehicles in the United States were full-size pickups.
2004 F-150 SuperCrew XLT.
Ford F-Series started the 1990s as the market leader and extended its lead despite increased competition.

"Ford has a long and storied history of truck leadership with F-Series," said Matt DeMars, executive director for tough trucks at Ford Motor Company. "We have a huge owner body and a reputation for toughness and durability that is unsurpassed in the industry. Our well-developed customer insight helps us anticipate the 'next big thing' in the market, and we continue to give new customers the most appealing products like SuperCrew, like the F-150 King Ranch, the F-150 Harley Davidson and the F-150 Lightning from SVT. Innovations like these have helped drive market growth."

During the 1990s, Ford conducted extensive market research to gain a better understanding of consumer wants and needs. The company polled more than 10,000 car and truck owners of various makes and models for valuable perspective on how vehicles fit into customers' lives.

Among the most significant insights was the dramatic evolution of the full-size pickup segment. It became clear that while truck customers continued to value traditional workhorse capability and functionality, they wanted a truck that would express their individuality. This would serve as a roadmap for developing the new F-150.

As the segment has expanded, models with more space, more versatility, more comfort and more features have grown in popularity. And the full-size pickup market has begun to appeal to a much broader range of customers while still retaining its traditional owner base. New four-door cabs meant more customers could migrate to the pickup for its versatility for people and cargo.

Ford was at the forefront of the growing personal-use trend, playing the leader's role in bringing more space to pickup customers. Ford introduced SuperCab and SuperCrew variants of the F-150 that brought true F-Series capability to a more diverse customer base and brought product flexibility and greater choice - without compromising Ford toughness. Extended cab models started the 1990s with less than 20 percent of the total market. Today, they represent approximately 80 percent of sales due to the increased functionality afforded by greater cargo and people space.

WHERE FORD F-150 HAS LED, THE MARKET HAS FOLLOWED

Designers envisioned a new-generation F-150 that was bold and confident, with clean, sculpted lines.
While the pickup market has broadened and diversified in 10 years, new customers and traditional truck buyers share one passion - a desire for uncompromised truck toughness and capability. Ford F-Series embodies this spirit, its toughness central to its enduring customer appeal.

In a decade of substantial market growth, Ford asserted its sales leadership convincingly. The year 2001 culminated in an all-time sales record for the Ford F-Series of 911,597 units. In truck terms, this performance was a rout. F-Series' nearest rival trailed by nearly 200,000 units.

With sustained popularity and a substantial leadership margin, Ford was readying its 'next big thing.' Behind the scenes, development of the all-new F-150 was well under way for a debut in January 2003 - when F-Series would mark its 26th consecutive year as America's truck sales leader.

The numbers tell the story of why Ford is aggressively striving to extend its leadership as the best-selling full-size pickup. The F-Series is extremely important to Ford's success. It accounts for nearly 28 percent of Ford Division's sales and 23 percent of Ford Motor Company's total U.S. sales.

"There's no question about the importance of trucks to the Blue Oval," said Doug Scott, Ford Division truck group marketing manager. "For Ford and our dealers, the F-Series is absolutely the foundation of the franchise."

STRATEGIC DIRECTION FOR A NEW F-150

The 2004 F-150 SuperCrew and the new 5.4-liter, 3-valve TritonTM V-8 - a potent combination.
Given the significance of F-Series to Ford's overall business, Ford adopted a strategy to build on the momentum of its sales leadership with the development of the all-new F-150. The objective: Redefine America's truck and launch a Whole New Era of Built Ford Tough. This applied across the entire development process, including design, engineering and manufacturing.

DESIGN AND DIFFERENTIATION

Ford's strategy was developed with the recognition that the market had evolved significantly since the most recent F-150 redesign was introduced in January 1996. Ford's understanding of this expanding and changing customer base was central to keeping F-150 at the forefront.

F-150 Lariat SuperCrew offers comfortable seating for up to six, with proven Tough truck capability.
Customer insight shaped a two-part strategy that guided development of the new product:

Reinventing the Leader - With courage to set a new direction for the marketplace, F-150 needed to emphatically assert its leadership by extending its recognized strengths in every key area important to truck customers. The new F-150 must be a Tough Truck all-around, taking advantage of the momentum of its predecessor and leveraging Ford's reputation for truck toughness and capability. However, in the spirit of reinvention, it must also redefine the segment in terms of spaciousness, versatility, refinement and safety. In addition, development of the new F-150 also relied on Ford's unparalleled customer insight, which pointed to evolving customer needs in the areas of ride, handling and comfort.
Sharper Segmentation - While redefining America's truck, Ford seized the opportunity to strengthen its position with newly developing subsegments within the full-size pickup market. Within the rapidly expanding and diversifying market, the F-150 lineup must be developed in a way to create sharper distinctions within its range to address more directly differing customer wants. The strategy and execution must distance itself from a conventional "one size fits all" approach.

A WHOLE NEW ERA OF BUILT FORD TOUGH

Just as an Olympic champion trains to shatter previous records, establishing a whole new era of Built Ford Tough meant improving the Ford F-150 where it matters most for customers, including customers migrating to full-size trucks. Making the 2004 Ford F-150 unapproachable for competitors in terms of all-around product strength was the objective.

A broad range of overarching product enhancements that would benefit every F-150 customer was the result:

Stronger stance and style - The new F-150 features an all-new design, with a bold exterior shape that exemplifies Ford truck toughness and capability. The interiors boldly take the full-size pickup into a new dimension of comfort and refinement. The new F-150 STX combines style and value in a package aimed at a growing new segment of truck buyers.
Power - Ford's new 5.4-liter, 3-valve Triton™ V-8 engine produces 300 peak horsepower - a 15-percent improvement over the previous award-winning 5.4-liter engine, and 365 foot-pounds of torque for improved low-speed and peak pulling power. Mated with the new 4R75E transmission for smoother shifts and improved fuel efficiency, the 5.4L 3V also contributes to a quieter cab environment for F-150 customers.
Even tougher - The fully boxed frame is approximately nine times stiffer torsionally than its tough predecessor, providing the foundation for enhancements in durability, safety, driving dynamics and refined, quiet ride.
Superior driving experience - Tremendous attention to detail has been applied to the chassis of the F-150 to deliver a confident, capable driving experience. F-150's newly designed rear suspension, featuring outboard shock, is among the details that contribute to more confident and precise handling both in everyday driving and while towing a trailer. The rear seat in SuperCab and SuperCrew (pictured) models provides comfortable seating for three, with three-point safety belts at all seating positions.
Increased interior spaciousness - Regular Cab and SuperCab models have a passenger compartment that is six inches longer, providing more space inside for occupants and their gear. For SuperCab models, that extra length means increased rear-seat comfort for three adults. For Regular Cab, it means 13 inches of secure storage space behind the seat.
Greater access - Reflecting consumer demand for ease of access for both people and cargo, Regular Cab models feature new, class-exclusive access doors that open up new stowage possibilities and accessibility behind the seat.
More cargo capacity - The new F-150's cargo box is 2 inches deeper, providing greater cargo volume. Plus, a new class-exclusive Tailgate Assist feature, which is standard across the lineup, helps owners of all statures open and close the gate. The new standard access door on regular cab models makes it easy to pack gear behind the seat. this area now offers up to 13 inches of storage width.
Enhanced safety - Inherent strength and toughness plus the F-150 Personal Safety System's™new occupant sensing technology for the front outboard passenger makes the all-new F-150 a strong choice for safety. It has been engineered to exceed the rigorous new federal government safety standard, FMVSS 208, which governs air bag and off-set crash performance.
"Our goal was to create a full-size pickup that is stronger than ever and meets previously unaddressed customer needs," said Frank Davis, F-150 chief program engineer.

"We've created an all-new architecture that puts F-150 in a class of its own and demonstrates that pickup owners don't have to accept things like an uncomfortable ride and spartan interiors," Davis said. "We know our competitors will attempt to follow F-150's lead, but this all-new architecture will be difficult for them to copy."

F-150 models from left: XLT, STX, Lariat and FX4.
SHARP DIFFERENTIATION FOR A DIVERSE MARKET

The 2004 Ford F-150 features five distinct series offerings. This segment differentiation strategy is at the heart of Ford's approach to appeal to the diversity of the full-size pickup market in America.

"The sharpening of our product differentiation represents one insight into today's full-size truck market and our latest thinking on how to appeal to its major subsegments," Scott said. "This has driven our approach to create a distinct character for each of the five series offerings of the all-new F-150."

F-150 traditionally has been well equipped to respond to diverse customer needs. With a wide array of choices in terms of cabs, box lengths, powertrains, towing options and equipment levels, this product can be configured to meet very specific functional needs.

The 2004 F-150 extends that tradition. Each model is distinct at a glance, with the power, package and presence that will appeal to a diverse customer base.

The F-150 series range features familiar names but with new, sharper identities. Ford has configured its lineup for strength at the center of the market, while appealing to traditional workhorse buyers and luxury customers at the edges and adding two more defined "image" segments in-between:

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F-150 XL

The workhorse of the F-150 lineup, the XL delivers capability and functionality - traditional F-150 strengths. The XL target customer wants a truck predominantly for work with towing and hauling capability, but also enjoys a truck from a personal perspective. Many customers in this group are family-oriented truck enthusiasts who also enjoy outdoor pursuits, such as camping, hunting and fishing.

Available in Regular Cab and SuperCab bodies with a 61/2-foot or 8-foot Styleside box, a choice of two V-8 engines and either a 4x2 or 4x4 drivetrain, the XL benefits from additional interior space, all-four-door accessibility and standard 17-inch wheels. Regular Cab models introduce the XL to Ford's new rear access doors, which open up a more spacious area behind the 40/20/40 split bench seat for stowage.

Toolboxes, five-gallon paint buckets and even golf clubs can be secured inside the vehicle without impeding the three-across seating. Plus, it embodies toughness and durability thanks to F-150's rigid new fully boxed frame and the versatility of the new standard 40/20/40 cloth split bench seat. New features also include standard tilt steering wheel and a display center system in the instrument panel.

F-150 STX

A growing base of customers is aspiring to the full-size segment but looking for a sportier image to match their lifestyles. Customers in this group tend to be younger and value-oriented and believe a truck rather than a car best fits their active lifestyle and is best for their basic transportation, light hauling and towing needs. The new F-150 STX combines a sporty style with workhorse capability and value to fit a unique set of customer needs. Available as a 4x2 or 4x4 in Regular Cab or SuperCab with a standard 61/2-foot Styleside, 51/2-foot Styleside or 61/2-foot Flareside box, STX is powered by the 4.6-liter Triton™ V-8 engine and equipped with unique 17-inch sporty cast aluminum wheels. It has a cloth interior with a 40/20/40 split bench seat and offers an available premium audio system with in-dash 6-CD player and subwoofer.

F-150 XLT

F-150 XLT SuperCrew with 4-wheel-drive.
At the heart of the five-series lineup, XLT is expected to be the most-popular seller due to its capability, versatility, comfort and convenience. The XLT model is aimed at a predominantly family-oriented group of customers who need a truck capable of hauling or towing, when necessary, but also appreciate the versatility of the F-150 during personal or recreational pursuits. It is available in Regular Cab and SuperCab configurations, both benefiting from an extra six inches of body length, or as a SuperCrew model. XLT offers three choices of Styleside box (5 1/2-foot, 6 1/2-foot or 8-foot) or a 6 1/2-foot Flareside box. Of special note is the introduction of the class-exclusive new, more "garage-able" combination, the SuperCab with a 5 1/2-foot Styleside box. The XLT also offers two V-8 engine choices, 4x2 or 4x4 options and standard 17-inch wheels. Plus, XLT comes with an array of additional standard equipment, such as second-row power windows and a new overhead storage system on SuperCab and SuperCrew models. Power mirrors, Autolamp, delayed accessory power, outside temperature/compass display and speed control are among other standard XLT features. Optional equipment includes a defrosting rear window, foglamps on 4x2 models, a keyless entry door keypad and a power moonroof (on SuperCab and SuperCrew).

F-150 FX4

F-150 FX4 SuperCab with 6-1/2 -foot Flareside box.
This series was conceived to meet the needs of full-size truck buyers who demand the off-road image and power of a four-wheel-drive pickup. Four-wheel-drive capability and style are central to the character of the FX4 model. It is aimed at a base of customers who enjoy the outdoors and off-roading. They're looking for an attention-getting truck with 4x4 excellence, that is just as capable of pleasure driving. F-150 FX4 customers have a broad array of choices, including a new-look 61/2-foot Flareside box or either the 51/2-foot or 61/2-foot Styleside box. All three cab styles also are available. A bold, distinctive exterior look, optional 18-inch machined cast aluminum wheels and unique sport cloth or sport leather interiors - with a choice of split bench seats or captain's chairs including a class-first flow-through console and floor shifter - make FX4 the ideal truck for an active lifestyle. The increased horsepower and torque of the F-150's new 5.4-liter, 3-valve Triton™ V-8 engine will be especially important to buyers in this sub-segment.

F-150 LARIAT

F-150 Lariat SuperCrew with 6-1/2 - foot box.
Demand for a truly premium truck with traditional F-Series capability has led to the creation of an even more distinctive and comfortable F-150 Lariat. The target customers view their truck as a reward for achievement and desire a fully equipped vehicle. Traditional themes of American luxury resonate with this group of truck buyers, who use their vehicles for everyday driving in addition to road trips and towing boats, horse trailers or travel trailers. Optional Arizona Beige two-tone paint, unique 18-inch bright aluminum wheels and the most refined interior design in pickup history make the Lariat stand out from the crowd, whether configured as a SuperCab or SuperCrew. Bold new thinking led to innovative new modular interior designs in the 2004 F-150.
Leather interiors, featuring either optional captain's chairs with the segment-first floor shifter or in a versatile standard 40/20/40 split bench, make the Lariat ideal for carrying people in style, comfort and refinement without shying away from Tough Truck tasks. Other Lariat features include an in-dash messaging center, electronic automatic temperature control, optional DVD player and memory power-adjustable seats and pedals. Its large, functional, heated side mirrors have built-in repeater lamps synchronized with the turn signals.

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SMART ENGINEERING ADVANCEMENTS

Smart engineering techniques have been central to development of the all-new 2004 Ford F-150. They have been a key driver of the affordable business structure allowing for such a wide range of offerings and combinations.

From the backbone of the truck - its rigid, fully boxed frame - to its sophisticated safety features, the new F-150 was developed with extensive use of Ford's computer-aided toolset called C3P. An integrated package of computer-aided design, computer-aided engineering, computer-aided manufacturing and a comprehensive product information database, Ford's C3P system allowed designers and engineers to create the new vehicle largely in a digital environment.

Smart engineering techniques delivered through Ford's C3P technology reduced the number of prototypes needed.
The strengths of C3P played a major role in enabling Ford engineers to develop a product range with a high degree of complexity. This allows F-150 customers maximum freedom to configure their trucks according to precise needs, ranging from cab type to box size to powertrain choice to drivetrain configuration.

"With a program of the scope of F-150, C3P provides massive smart-engineering efficiencies," said Bill Osborne, director of engineering for Ford Tough Trucks. "That's important because people buy trucks because they represent excellent value. Our engineering objective for the new F-150 has been to extend our reputation for toughness and capability while offering the kinds of upgrades and creature comforts that customers want and traditionally haven't been able to get."

The broad capabilities of C3P allowed Ford engineers to reduce the number of hard prototypes created during the engineering process to test new component designs. The sophisticated array of computer tools allowed engineers to build virtual prototypes of their digital designs and to "test" their function entirely in the digital environment. This cuts significant time from the development program, speeds the product to market and allows engineers to concentrate their efforts on perfecting functionality rather than testing a succession of prototype parts, as done in the past. Virtual prototyping has paid massive dividends for Ford, especially at the scale of a project like F-150.

Surgically adding value where it matters most to customers was another facet of Ford's smart engineering approach.

"When we developed the F-150 SuperCrew in 2000, the market embraced it enthusiastically and the industry followed," Davis said. "SuperCrew went on to play a major role in extending the appeal of the full-size pickup. As the leader, we had the customer insight to recognize the needs of the changing customer base and we added value to the F-150 accordingly. What we learned in the process is that customers want even more. The all-new F-150 is designed to give it to them."

F-150's finely crafted and distinctive new interior designs are a vivid example of adding value. They reflect Ford's insight into evolving customer wants and its confidence to buck convention.

The approach to delivering distinct interior designs was inspired, in part, by smart engineering. For example, the modular architecture of the F-150's instrument panel - a design shared across the range - is the foundation for the flexibility that makes a new F-150 Lariat or F-150 FX4 stand out so distinctively from other series derivatives.

Using this modular architecture freed designers to achieve distinct interior executions for each of the five series, using different colors, materials, textures and features while retaining the essence of the design across the range. For designers, this approach is about design coherence. For engineers, it's smart engineering because it rationalizes the investment required for tooling and testing. For customers, it means Ford offers a pickup with distinctive F-150 Tough Truck style that fits their lifestyle.

Similar differentiation can be found on the exterior of the all-new F-150. The new exterior design is well suited to different series executions - from the basic workhorse F-150 XL to the richness of F-150 Lariat. Ford's attention to detail in the initial design and engineering has provided the architecture for flexibility. Examples include the confident new grille design and bumper accents, which are executed differently across the series range.

Additionally, every F-150 model, regardless of trim level, incorporates a lower body feature line that serves as the point of differentiation for higher series models, allowing for two-tone paint and differing front-end treatments while retaining design coherence across the range.

Bright aluminum wheels and grille help to set the F-150 Lariat apart.
FLEXIBLE MANUFACTURING

Ford continues to improve its manufacturing capabilities, and has made substantial gains in the area of flexible manufacturing. The company is introducing a new flexible manufacturing capability at its three F-150 assembly plants in the United States in conjunction with the introduction of the 2004 F-150.

Ford's Norfolk (Va.) Assembly Plant, Kansas City (Mo.) Assembly Plant and the new Dearborn (Mich.) Truck Plant will pioneer next-generation flexible manufacturing systems that are geared to producing the diverse new F-150 product range and give the Blue Oval the ability to respond to future changes in market segmentation.

Body shops in all three plants will employ an industry-first system of standardized cells or modules, all built from a select group of components. Only product-specific tooling needs to be changed or computers and robots re-programmed to launch new products.

"With increasing market segmentation, Ford's new flexible assembly system means the company can react more quickly to shifting customer demand," said Al Ver, vice president, Ford Advanced Manufacturing Engineering. "The company will be able to produce a wider variety of vehicles, change the mix of products and options, and change volumes - all with minimal investment and changeover loss."

Ford's new system standardizes the assembly process, which improves productivity through reduced changeover downtime. Standardization helps improve quality through increased repeatability. Plus, improved ease of access results in improved safety and ergonomics for operators and maintenance crews.

Flexibility in the body shop is the most important component of flexible manufacturing because of the complexity and cost of the operation. Ford's new flexible body shop system will cost less than both traditional body shops and other flexible systems, which generally are at a premium.

The new body shop will be able to handle two distinct platforms while producing different derivatives off each platform. The lines can be configured to accommodate front-wheel-drive, rear-wheel-drive, unitized body and body-on-frame vehicles.

F-150 SuperCab FX4.
The same type of standardization found in the new body shops also will be employed in final assembly. Final assembly operations will have a standard sequence, with standardized workstations that can be changed or modified quickly and easily to accommodate new vehicle options or features.

Norfolk Assembly Plant is serving as the lead plant, alongside the proven pickup producer, Kansas City Assembly Plant, to begin flexible production of the 2004 F-150.

Beginning in 2004, the Ford F-150 also will be built at the new Dearborn Truck Plant now under construction at the legendary Ford Rouge Center in Dearborn, Mich. The new flagship of Ford's lean and flexible assembly plants, it will have the capability of interchanging three vehicle architectures and producing up to nine different models, if needed.

The new assembly plant construction is the centerpiece of one of the nation's largest industrial redevelopment projects. For more than 85 years, the Ford Rouge Center represented a key element of Henry Ford's vision of vertical integration - a self-contained manufacturing complex, where most vehicle components were made from raw materials and assembled into a finished product.