2018 Ford F-150 Design Emphasizes Proven Strengths
The new 2018 Ford F-150 improves on the formula presented with the 2015-17 model years, from the addition of cutting-edge technologies to the constant improvement of its powertrain lineup. But for all its power, performance, and intelligence, the F-150 would simply not be the F-150 without its ever-evolving yet instantly-recognizable look.
Ford truck designers say that they went to work on the look of the new F-150 with three specific ideals in mind: “understanding F-Series design heritage, knowing the wants and needs of Ford truck customers, and applying a dose of craftsmanship where pen meets paper.”
“We call our F-Series customers ‘bold guardians of the brand,’” says Ford truck design chief Gordon Platto. “These customers know our Built Ford Tough DNA, and they want their trucks to convey strength, capability, boldness, and power—without being ‘in your face’ aggressive.”
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The result is a billet-milled body ala the 2017 F-Series Super Duty, horizontal win-bar grille, new C-lamp headlights, chamfered nose and fenders, a harmonized look in the rear, and the retention of hallmarks like frame-mounted bumpers and minimal use of plastics.
“F-150 needs to look solid, confident, and capable,” said Sean Tant, Ford design manager, truck studio. “All design elements need to have individual as well as collective strength. We wanted to continue with the billet-milled style introduced in 2015 while visually making the truck look wide and planted.”
“When we are designing F-150, we really look at the truck through the eyes of our customers,” added Tant. “We pay attention to detail, and always strive to ensure the truck demonstrates quality—in how its lines meet, accelerate, and move through space. We always work to ensure a proper crown is added to the surfaces.”
More information on the new F-150, including details pertaining to new technologies and performance numbers, should be rolling along in the weeks leading up to launch.
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