Ford gives peek at fuel-economy push with F-150 concept

Ford atlas concept truck

But in their latest truck redesigns, they have diverged in their focus, with Ford placing more emphasis on fuel economy.

"In our industry over the last 20-plus years, there have been many manufacturers that have tried to redo the size-value equality in the truck market," said Jim Farley, Ford's head of global marketing. "Over the next several years we'll see how it plays out once again."

More than half of trucks on U.S. roads are more than 10 years old, Fields said. So-called style buyers or consumers who liked but did not really need trucks are now buying different kinds of vehicles.

Truck buyers now are eager for the latest technology and are willing to pay for it, Farley said, adding that the average price today for a light-duty pickup truck is nearly $30,000.

The current version of the F-150 already features an aluminum hood as well as other aluminum components.

Ford is looking to strip out between 250 and 750 pounds from vehicles across its lineup. The weight savings can also be achieved through changes to the overall design process.

The company's designers are "almost working backwards from what would be an ideal structure from a weight and load basis and then working to get the manufacturing and production feasibility out of it," Nair told reporters.

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