2009 Ford F-150

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The base model F-150 is rated at 14 miles per gallon in the city and 19 on the highway, rising to 15/21 with an optional SFE (Super Fuel Economy) package. A typical extended-cab/four-wheel-drive version of the truck is rated at 14 mpg in the city, 18 on the highway. However, in 385 miles of winter driving I got only 14.7 mpg in a fancy King Ranch F-150.

Plans for a 2010 launch of a diesel-powered F-150 have been postponed, a spokeswoman says. She wouldn't say if the company has any plans to introduce a hybrid F-150 to match the new gasoline/electric versions of the Silverado and Sierra, which average more than 20 mpg.

BEHIND THE WHEEL

Everything about the new F-150 says "big truck." It's decidedly more aggressive-looking than before, with a squarer, slab-like side profile and an imposing new front end dominated by Ford's trademark three-barred front grille. In low-end models, the grille is a sinister-looking black, and gains chrome as you move up the line.

The F-150's cabin is quieter and the ride smoother than before, partly because Ford stiffened the truck's frame and gave it a new, double-wishbone front suspension. The F-150 remains rugged, but is also quiet and comfortable on the highway. You can switch in and out of four-wheel-drive on the fly at the flick of a knob.

The F-150 isn't as quick and powerful as the Toyota Tundra, but it's plenty fast if you go with the big engine. I clocked my extended cab King Ranch test truck with the big engine at 7.9 seconds in accelerating from 0 to 60, about a second slower than a comparable Tundra but nearly a second faster than a comparable Silverado. Acceleration at highway speed is excellent.

The cabin remains truck-like, with a squared-off, nearly vertical dash-front and big, easy-to-use knobs. The interior can be upgraded with numerous niceties, including wood trim, leather seats, a power moonroof, and navigation and backup systems. An unusual techie feature is a small, color LCD screen integrated into the rearview mirror that displays the image from the backup camera. One convenience option that's conspicuously missing: There's no rear-seat entertainment system in the F-150, as there is in the Ram, Tundra, and Silverado.

Buyers have the choice of a regular cab, extended cab, or a crew cab that is now roomier and a half-foot longer than before. The captain's chair front seats in my test truck were downright luxurious, and leg space in the back seat was impressive. Rear leg-room is rated at 43.5 inches, more than any model expect the Tundra. The rear seats also fold up against the back wall of the cab, creating a space for hauling big objects inside the cabin. The F-150 is the leader in towing capability, with a maximum capacity of 11,300 lbs.

The bed in the new F-150 may be the most practical of any full-size pickup. Among the truck's handy new features is an optional step integrated into the rear lift-gate that allows one to step up into the bed with a minimum of strain. Other options include power retractable running boards, a retractable step on the bed's side, a stowable bed extender that allows for hauling stuff in back with the lift-gate down, and an innovative optional cargo management system for anchoring loads in place.

BUY IT OR BAG IT

Pickup trucks of all types are great bargains right now. If buyers can get by with a compact model, entry-level Tacomas, Rangers, and Colorados sell for less than $15,000 and average around 22 mpg.

If the big-league towing and hauling capacity of a full-size is really needed, it's also a great time to go shopping: The average cash rebate on '09 full-size light duty pickups is $3,264, according to the Power Information Network. The short take on the F-150's main rivals: The Ram has a smoother ride, the Tundra is quicker, and the Silverado has a nicer cabin and more refined ride. But as a total package the Ford is highly competitive, especially if towing and hauling are priorities.

Even after rebates, however, the new F-150 sells for a relatively high average price of $31,256, according to PIN, $2,250 more than the average for the segment. By comparison, the Silverado goes for an average of $27,260, the GMC Sierra for $28,386, and the Dodge Ram for $29,925. Reversing the usual situation, in which Toyota's reputation for quality and durability commands a premium price, the Toyota Tundra is the bargain alternative with the lowest average price, according to PIN: $26,246. (PIN, like BusinessWeek, is a unit of the McGraw-Hill Cos.)

Price also varies widely depending on which version of each truck you buy. For instance, the crew cab versions of the F-150 sell for an average of $34,885, according to PIN, compared with $28,302 for all-wheel-drive extended-cab versions and just $20,828 for regular-cab versions.

I'm a Ford guy at heart, so I'd probably go with the F-150. Others should test-drive one or more of the rival models before buying. They're gas-guzzlers, but otherwise they're all good.

Click here to see more of the 2009 Ford F-150.

Thane Peterson reviews cars for BusinessWeek.com.