Big Improvements
With crew cabs now comprising 60 percent of the pickup-truck market, it's not surprising Ford has spent a lot of time and money on the SuperCrew. To improve cargo-carrying capacity, the floor behind the front seats is completely flat (which meant big engineering changes to sills and moving crossmembers on the frame, among other things). The rear-seat cushion cantilevers out from the rear of the cab and has gas struts that allow you to fold it up against the backrest with one hand (or with the nudge of your knee, if your hands are full). Unlike the current F-150, there is no jack or premium sound-system subwoofer in the way, either. Schiavone claims the SuperCrew has more useable space inside than its Dodge or Toyota rivals."We took the same logic with the interior as we did with the exterior-toughen it up," says Schiavone. "We think we now have the right mix of 'truckiness' and elegance." The new dash features strong architectural elements, a modern integrated audio system, and new gauges. There are new seats-more sculpted and more comfortable-and new center consoles.
Dressed to Impress
When the new F-150 hits Ford dealer showrooms, buyers will be able to choose from no fewer than seven distinct trim levels (see sidebar). One of the new additions to the lineup is the truck you see on these pages, the Platinum, an ultralux F-150 positioned above the King Ranch. "King Ranch has kind of a southwest feel," says Schiavone. "This is more Chicago." The Platinum gets a unique grille, unique 20-inch polished alloy wheels, and two unique interior environments-the stone and brown you see here, and a stunning black with dark brown seats that almost makes a Lincoln Navigator look dowdy-plus dark wood and real brushed stainless-steel trim on the dash.The success of the upscale F-150 King Ranch, which started out as a 1500-unit-a-year feature vehicle and is now a highly profitable 30,000-unit-a-year series all its own, proves the point. Cowboys like fancy clothes. But that doesn't mean they've forgotten how to shoot.