When a product is already a top-seller, it's tiny things that make a big difference. The latest changes aren't just about new features but, really, why the features are in the truck now. And this latest redesign feels like polishing a diamond. When you're the top-selling pickup truck since the beginning of time, no one demands big change, said Noble, president of The CarLab in Orange County, California.

He compared the F-150 interior to a luxurious Bentley Mulsanne that starts at $310,000. More: 2021 Ford F-150 features and tech aim to delight owners and stump the competition They tuned it,' said Eric Noble, one of the world's top automotive design consultants. 'They didn't need to take big risks.' 'Ford took very few risks with this truck, changed very little. 'We've been helping make America go for 117 years, and we're not going to stop now,' said Jim Farley, Ford chief operating officer, who opened the pre-reveal message.Īnd CEO Jim Hackett added, 'We're ready to help America tackle big challenges.'įord engineers describe the new F-150 as the toughest, most productive and most powerful pickup in its class - designed with its millions of loyal consumers at the center. It is the first complete redesign of the F-150 since the 2015 model year. Consumers will see the popular vehicle in showrooms later this year.

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