"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
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.
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.
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.
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.
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.
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.