Ford presents the new F-150 as a technology-savvy truck with hands-free driving

Ford Motor is bringing a new level of technology to its 2021 F-150 truck to attract new buyers while trying to please its loyal customers with new custom features for them.

It’s a very thin line for Ford to walk in, as its F Series trucks, including the F-150 and its bigger siblings, account for a substantial amount of the company’s earnings. The automaker is in the midst of a $ 11 billion restructuring plan as it turns to emerging technologies like fully electric and autonomous vehicles.

On Thursday night, Ford digitally unveiled both traditional and hybrid versions of the truck, both scheduled to begin arriving at dealerships this fall.

Unique new features include a premium segment hands-free road driving system, 12-inch displays, and over-the-air upgrades. Ford promises that its hybrid model will offer great performance and fuel efficiency.

“The needs of trucking customers have evolved and continue to evolve,” said Todd Eckert, marketing manager for Ford Truck Group, during a press conference. “They hope that everything in their truck adds value.”

For more traditional trucking customers, the 14th-generation F-150 offers the trailer and capacity they expect, as well as new features designed to improve work, even sleep, on the truck. They include newly designed workspaces in the center console and tailgate, flat seats, and a built-in generator that can power tools on job sites or televisions and speakers at tailgate parties.

“This is what they need to do. They were based on what they already know these buyers need,” said Stephanie Brinley, principal automotive analyst at IHS Markit. “This market is very important to them.”

Ford did not disclose the price and performance specifications for the trucks. The starting price on 2020 models ranges from $ 30,000 to $ 70,000.

An all-electric F-150 is expected sometime in the next two years, in line with, or a little later, than the new electric pickups from General Motors, Tesla, and new manufacturer Rivian.

The 2021 F-150 features new interior and exterior designs, additional storage, and six available engine options, including a 3.0-liter V6 diesel engine and a 3.5-liter “PowerBoost” hybrid engine. All engines are paired with a 10-speed automatic transmission.

Ford said the new hybrid model aims to achieve approximately 700 miles on a single tank of gasoline and deliver at least 12,000 pounds of maximum available towing. That is in line or better than current models with V6 engines.

Ford expects the hybrid model, its “most premium powertrain,” to account for about 10% of sales. That compares with its V6 “EcoBoost” engines, which currently account for around 60% of sales.

Standard on hybrid models is a new integrated power generator with 2.4 kilowatt output or an optional 7.2 kW output. The standard model could charge everything for a tailgate party or a jackhammer and a compact concrete mixer.

Power generators are available in 2.4 kW and 7.2 kW versions for non-hybrid models with gas engines. The generator operates by drawing power from an onboard lithium ion battery. The vehicle’s engine may need to be running to help charge the battery.

“I think a lot of the technology is being intelligently deployed on things that will be useful, not just flashy,” Brinley said, adding that in recent years there has been a trend for the pills to be more technology-focused and are more conventional.

The generator, which Ford calls “Pro Power Onboard,” is located in the bed of the truck.

According to officials, Ford spent a long time redesigning the interior of the vehicle to make it more functional, both physically and technologically.

“We know that our customers spend much of their days, and sometimes their nights, in the vehicle,” said Craig Schmatz, chief engineer of the F-150. “We wanted to really increase functionality to make them more productive in the cabin and more comfortable.”

In addition to redesigning the vehicle’s interior, Ford also offers a stowable gear stick that allows a flat surface between the passenger and driver for laptops or other needs, such as signing documents.

According to Ford, both front seats can also be folded almost 180 degrees to allow for more comfortable sleeping arrangements.

The most notable changes to the interior are the large screens available. They include a new 12-inch infotainment display in the center of the instrument panel, as well as a 12-inch fully digital driver information cluster behind the wheel.

The larger screen behind the wheel will help communicate with an optional hands-free driver assistance system that is similar to Tesla’s autopilot or GM’s Super Cruise.

The “Active Drive Assist” system will be able to control the speed, braking, and direction of a vehicle through a system of cameras, radars, and other sensors on 100,000 miles of previously mapped divided highways in the United States and Canada.

Customers can purchase a pickup with system hardware later this year, but will have to wait until the third quarter of 2021 to use the technology. Ford plans to release software at that time to enable the technology through a remote or wireless upgrade. It can also be installed at a dealer.

The vehicle, which is capable of over-the-air updates, Ford said, will also be key to helping speed up safety recalls and other updates.

“It can help perform preventive maintenance, it can reduce repair trips, and it can provide improved performance,” said Stuart Taylor, CEO of Enterprise Connectivity at Ford.

The new truck also comes with additional standard and optional safety features to prevent accidents.

Ford produces the F-150 at plants in Dearborn, Michigan, and Claycomo, Missouri.