Is the Ford F-series' 27-year reign at the top of America's sales charts about to end?

How popular culture gets popular.
Feb. 2 2009 12:19 PM

Monster Truck

Is the Ford F-series' 27-year reign at the top of America's sales charts about to end?

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These certainly aren't the end times for the American pickup, but Detroit is dealing with some strange new realities. Scott now trumpets the F-150's best-in-class fuel economy. And though Ford set itself apart 30 years ago by offering the most styles and options, the company has reduced costs by cutting back on configurations. Will a new marketing plan and streamlined production be enough to save the venerable Ford pickup? They'll certainly help, but Ford needs more than a small boost right now. It needs a man step.

Correction, Feb. 2, 2009: This piece originally and incorrectly stated that the United States' 25 percent import tariff on foreign-built trucks has been repealed. (Return to the corrected sentence.)