Our view: 2004 Ford F150

SAN ANTONIO – It took a lot of nerve. It took a lot of plastic signs. And it probably took more gallons of Glidden than Ford Motor Co. had used in a century of paint jobs.

When Ford decided it was time to crack the mold on a brand-new F-150 truck last month, the rolling Texas countryside wasn’t safe. They painted rooftops with the Ford logo. They painted water towers with the Ford logo. They put a Ford logo on a cow. (Well, it was tossed out as an idea, one P.R. person admitted.)

And all of this in Toyota country. Or at least in a place that’s going to be Toyota’s next venture in this country. Toyota is getting ready to build the full-size Tundra in San Antonio. Texas is turning Toyota. Not that any of that mattered to the folks at Ford.

Texans bought 90,000 Ford trucks last year, the most of any state. Every minute there is a Ford truck sold somewhere in Texas. Even President Bush said he owns a Ford on his ranch.

Ford hopes those folks – and others – stay loyal. The automaker doesn’t just have its centennial celebration to worry about. It has the next decade to consider.

For 21 years in a row, the best-selling vehicle in the nation hasn’t been a car, it has been the F-150. Twenty-six times the F-150 has been the best-selling truck. Since 1948, Ford has sold 27.5 million F-Series trucks, an average of 800,000 per year over the last five years.

Clearly, this truck stuff is serious business, especially for the Fort Wayne-built General Motors’ Silverado and the Dodge Ram and the Toyota Tundra – all contenders in a very lucrative market.

Ergo, the paint job.

“When you’re the leader,” said Chris Theodore, Ford vice president of product development, “you’ve got to maintain.”

So do they? I think they at least make the future pretty interesting.

The 2004 F-150, due in showrooms this September but already available on dealer order forms, is the next step, the newest salvo in an automotive arms race that shows no signs of slowing. It isn’t just what is great about this country – trucks are about as American as it gets, right Toby Keith? – it’s what is great about competition.

One redesigned F-150 will mean one redesigned Silverado which will mean one Tundra, Ram, and on and on it goes.

The key questions: What kind of standard is Ford about to set? And is this really a truck anymore? (More on that later.)

What’s important now is where the new F-150 comes in.

Ford says its towing rating is the best in its class (9,500 pounds); its payload rating is the best in its class (2,900 pounds); it has more cargo volume, more interior quietness, more configurability and comfort than any truck on the market. Its stance is wider, its frame is stiffer and its cab is roomier than the 2003 models.

From the new nine-inch blue “Ford” oval on the front and back to four doors that will come standard on every cab, there are 26 configurations to choose from, all the way from a Regular Cab XL Styleside to a SuperCrew Lariat Styleside. And, from the inside out, the new F-150 works because there is so much to work with. There are three cabs, three different box sizes, two box styles and five trims. It can seat two or six. And there’s an industry-exclusive combination where customers can order the SuperCab series with a 5 1/2-foot box – perfect for a garage.

Power comes from either the 4.6-liter, 230-horse V-8 or the all-new three-valve, 300-horsepower 5.4-liter V-8, a 15-percent increase in guts over last year and the first and only pickup to use a 3-valve. Both have an improved electronic throttle control and a smoother automatic transmission.

While clean and crisp in and out of the gears, the new engine did not feel as powerful off the line as the Silverado or the Ram, primarily because of the weight on board (almost 6,000 pounds in the SuperCab). That’s some serious beef to haul around. It can get out front of traffic just fine, it just takes a little forethought.

Underneath the F-150, a redesigned and sharper skin is where the competition will really take notice. Ford has made a quantum leap in two areas: The truck is twice as strong as the previous generation F-150, and the all-new frame is nine times stiffer overall thanks to outboard rear shocks. That means handling is sharper, potholes are swallowed and bruises are conquered. All pluses.

Inside the F-150, it gets better. Regular and SuperCabs are six inches longer, meaning more overall volume inside, whether it is space for golf clubs in the Regular Cab or six adults in the SuperCrew. With power front pedals, the F-150 will also fit someone 4-foot-9 or 6-foot-5.

Thankfully, Ford has scraped its traditional F-150 layout with a center stack that is straight off the drawing board. It’s thoughtful, straight-forward and simple – a design that uses a heavy emphasis on square shapes. In metallic trim, it doesn’t feel like a Ford, especially with a mix of chrome accents that make the dash pop. One note: The faux wood in the Lariat has got to go.

Leg, shoulder and head room are plentiful, and some of the new options available are truly neat.

The rear windows power down in the SuperCab. The handle on the rear doors can be accessed from the inside or out. The tailgate is equipped with a power-assist feature that makes lifting easier. There is an Overhead Rail Storage System that runs along the inside roof that can be configured to suit your needs. And there is the option of adding a DVD player.

Which is about where I started to think I was in an SUV and not a truck.

Above all else, the F-150 is ultra-quiet on a highway cruise and ultra-plush in the Lariat trim. It is not your dad’s F-150. The truth of it is, Ford built its reputation on tough and dependable trucks, but the latest offering is spiffy enough to take to the opera. In today’s do-everything, all-encompassing rides, maybe that’s the point. But isn’t it straying a little too far off the line? Do you want your truck with faux wood and real leather? I don’t.

Ford hopes that’s where the base will come in.

Pricing isn’t expected for another month, but Ford insiders said to expect things to stay pretty status quo.

While we love the Silverado and appreciate the Ram, the F-150 will guarantee at least one good thing: All three will get better.

And that’s at least worth a few buckets of paint.

2004 Ford F-150

Rating: 3.5

High gear: America’s best-selling truck is setting the bar a little higher again, offering a stronger, stiffer truck with a better towing, payload and cargo rating than before. Inside, things get smoother and quieter. Is this still a truck?

Low gear: Even with 300 horsepower on board, the F-150 doesn’t jump out of the gate with author ity. Faux wood inside is tacky, not classy.

Vehicle type: Rear- or all-wheel drive, front-engine, four-door, two-to-six passenger truck.

Key standard equipment (base XL model): Four-speed automatic overdrive transmission; vinyl or cloth interior; rear access doors; split-bench rear seat; tailgate assist; 17-inch steel wheels; tilt steering; center display; AM/FM stereo with available CD; climate control; driver and passenger front system air bags; anti-theft system.

Key competition: Chevrolet Silverado, Dodge Ram, Toyota Tundra

Base engine (XL): 231 horsepower, 16-valve SOHC, 4.6-liter V-8

Torque (XL): 293 ft.-lbs. @ 3,500 rpm

Wheelbase (Reg. Cab, 4×2): 125.8 inches

Length (Reg. Cab, 4×2): 211.5 inches

MPG rating (4.6-liter, 4×2): 15 city/19 highway

Manufactured: Norfolk, Va.

Warranty: Basic warranty is three years/36,000 miles; drivetrain is three years/36,000 miles; roadside assistance is three years/36,000 miles; and rust is five years/unlimited miles.

Base price: $23,000 (estimated)

Price as tested (including options, destination and delivery): Not available