Doug Scott is the marketing manager for Ford's truck division and he was the one who said "capability matters" when talking about the new 2009 F-150. That means he's chiefly responsible for trying to convince people to buy his employers trucks. In that capacity he has to convince people F-150s are better than Silverados, Rams and Tundras. The F-150 certainly has plenty of features including many that its competitors don't have. There is however one feature that is notable by its absence: a hybrid system.

In an interview with Automotive News, Scott was asked about the GM and Chrysler hybrids. His response was to call those products "a publicity stunt." Based on the low sales of the Tahoe and Yukon hybrids, Scott sees the hybrids as little more than something to advertise rather than a real viable product. To date, Ford has repeatedly told us they had no plans to build large hybrid trucks of their own. However, now that the company's new diesel V8 for the F-150 has been shelved, Ford may be rethinking things.

Interestingly on the same day the interview was published we learned of a series hybrid F-150 that will make its debut at the SEMA show in a little over a week. We checked with Ford spokesman Alan Hall about the hybrid F-150 and he told us that the truck was a project of PML Flightlink, the manufacturer of the wheel motors. However, we're also hearing from other sources that there may be more to this truck than meets the eye. We'll be watching the announcements from SEMA to find out more.

[Source: Automotive News - sub. req'd]

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