The truck market is incredibly important for automakers in the U.S. It actually is were most of these companies profits come from. Ford would be dead if they did not have their truck line, or more importantly the F-150 pick-up.

The Ford F-150 is the best selling pick-up in America 20 years in a row. It has kept Ford afloat through some tough times lately. Well now Ford’s golden child might be in trouble.

The market has changed dramatically since the last F-150 came out about 5 years ago. Back then gas prices were low and housing was hot. Customers were flush with cash, and wanted big, luxurious pickups to haul themselves in.

Now it’s a whole different story though. Gas price seem to be bound to a rocket and housing seems to be tied to an anvil. People are buying more crossovers and hybrids. They are becoming more conscious about what they drive. Today enemy #1 are big fuel-thirsty pick-up trucks. Just like the F-150 that Ford so desperately needs. Don’t get me wrong, trucks will always sell. People need to work you know. But it’s the non-construction employed people, who bought the trucks as lifestyle vehicles, that will be looking elsewhere.  These people make up a nice chunk of truck sales and their going away.

Ford is hoping that new savvy features and a clean sheet redesign of the exterior will be enough to lure back buyers. Ford hopes so, cause frankly, they depend on it.

Above: Ford’s new F-150 looks nice, but will that be enough?