I could see the diesel actually working to sell a few more F150 pickups if it actually helps increase the fuel mileage. My best friend has an '04 9 MPG with 1000 lbs of tools in it driving around Atlanta. Now if someone can explain WHY his son's '05 F150 with a gas 5.4 only gets 18 empty while drafting a tractor-trailer down hill..I'll be happy.
Anything Ford can do to use less fuel for people who actually work out of their trucks would be an improvement. IMHO.
Back to the F100 branding..hey if they make it look cool again and it lasts as long as the rangers tend to last.I say Let 'em do it!"