2009 Ford F-150 priced from $21,320

There are advantages being the last automaker to debut its next-generation half-ton pickup, and Ford has taken advantage of watching its competitors roll out redone truck over the past few years. Being last to market means the Blue Oval can effectively undercut its competitors' pricing and offer more standard features, which is exactly what it's done for the 2009 F-150. Pricing begins at $21,320 for a two-wheel-drive XL Regular Cab model and climaxes at $44,860 for a loaded F-150 Platinum. According to PIckuptrucks.com, the base price of the '09 model is about $500 more than a 2008 XL model with a V6 and four-speed automatic at $20,845, but you get more standard features and all the advances that comes with the new truck. Ford also calls out Dodge by claiming a 2009 F-150 Lariat SuperCrew at $35,820 is more than $5,000 less than a comparably equipped 2009 Dodge Ram Laramie Crew Cab. And like we told you yesterday, the F-150 boasts the highest available towing capacity, highest payload capacity, and class-tying fuel economy with the new SFE model.

2009 FORD F-150

Series	MSRP Low $	MSRP High $	Features
XL	21,320	33,340	Air Conditioning, 4.6L 2V w/ 4-Spd Auto Trans (Reg Cab)
STX	24,120	31,365	4.6L 2V w/4 Spd Auto Trans (Reg Cab)
XLT	25,290	36,015	4.6L 2V w/4 Spd Auto Trans (Reg Cab)
FX4	34,605	38,315	6-Spd Auto Trans, Sirius Radio, Trailer Tow Package, 6-Way Power Driver Seat, Rear Defrost
Lariat	33,160	39,265	6-Spd Auto Trans, Sirius Radio, Trailer Tow Package, 10-Way Power Driver Seat and Passenger Seat, Heated Seats, SYNC, Power Pedals
King Ranch	39,815	43,260	6-Spd Auto Trans, Sirius Radio, Trailer Tow Package, 10-Way Power Driver Seat and Passenger Seat, Heated/Cooled Seats, SYNC, Power Pedals, Universal Garage Opener
Platinum	41,415	44,860	All New - Includes 20" Wheels, Power Deployable Running Boards, Unique interior/exterior, Heated/Cooled Seats w/flow through console, Rain Sensing Wipers

PRESS RELEASE

NEW 2009 FORD F-150: MOST PICKUP FOR THE MONEY

DEARBORN, Mich., Sept. 18, 2008 – After setting the standard for capability, reliability and quality for 31 years, Ford is now offering even more truck for the money with the new 2009 Ford F-150 – including unsurpassed fuel economy.

"No other truck offers more capability with better fuel economy than the 2009 Ford F-150," said Matt O'Leary, Ford F-150 chief engineer. "When the truck hits showrooms in October, truck buyers will see real value."

The 2009 Ford F-150, now with more standard safety equipment than any other half-ton pickup, offers comparable or better pricing at all three cab configurations versus the competition. The F-150 Lariat SuperCrew, for example, starts at $35,820*, more than $5,000 less than a comparably equipped 2009 Dodge Ram.

The 2009 Ford F-150 also offers more value compared with the current F-150. With the XLT SuperCrew, customers receive $1,000 more value versus the previous model with the addition of $1,600 in standard equipment for 2009.

The base Manufacturer's Suggested Retail Price (MSRP) for Ford's workhorse, the XL Regular Cab, starts at $21,320*; and the popular XLT SuperCab starts at $29,160*.

"With the new F-150, we are offering customers more capability and choice with better-equipped trucks at a greater value than the competition," said Mark Grueber, Ford F-150 marketing manager. "With the high-volume XLT series, we are able to offer more towing capability, hauling capacity, more standard safety features, industry-exclusive Easy Fuel™ and V-8 power at a starting price of more than a $1,000 less than a comparably equipped competitive truck."

All 2009 Ford F-150 pickups are equipped with more standard safety features than any other half-ton truck on the market and Ford anticipates that the new F-150 will achieve NHTSA 5-star rating and IIHS "Best Pick." Ford F-150 safety features include:

• AdvaceTrac® with RSC®
• Trailer Sway Control
• Anti Lock Breaking System
• Safety Canopy® side curtain air bags with roll-fold technology for enhanced head protection in rollovers and side impacts
• Front seat-mounted side air bags with patented K-shape design
• Personal Safety System®
• SOS post-crash alert system and new seats and restraints

The Ford F-150 also offers the industry-exclusive Easy Fuel™ capless fuel filler, V-8 power across the lineup and unsurpassed fuel economy of 15 mpg city and 21 mpg highway with the new SFE package.