Lucas Bell 
With the wraps finally off the 2021 Ford F-150, it became clear that the 14th-geneneration F-Series pickup truck is by far the most tech-filled truck that will be on the market. With features aimed at improving usability and on-job performance, we’re sure that new F-150’s will be trading hands at a higher price than before. This rise in price is something that Ford isn’t too concerned about.
While making an appearance on CNBC’s “Squawk Box”, Ford’s Chief Operating Officer Jim Farley stated that the type of content the company has brung with the new truck is the type of content that customers are willing to pony up for. Farely said that people are happy to pay more if the product is more productive.
There is no denying that the 2021 Ford F-150 is going to be a capable truck, perhaps more than ever before. With new features such as the class-leading PowerBoost Hybrid V6 powertrain, the Power Pro Onboard generator system, or the new interior and exterior workspace, this truck has more than your local mall parking lot in its sights.
But new features don’t tend to come cheap in the pickup truck world, as they’ve helped to drive the increase in truck prices over that last decade. This year alone the average sale price of a Ford F-150 pickup reached $49,000, according to a study by Edmunds. Thanks to all of the new options available on the pickup for 2021, expect that number to soar past the $50,000 with ease when the trucks hit dealer floors.
The 2021 F-150 is the most important vehicle in Ford’s lineup right now, as the pickup is far and away their most popular model. The company needs a cash injection right about now to help handle their coronavirus related costs, and a pricey new pickup could help to solve this issue.
The pickup truck, and specifically the F-150, have long been the symbol of American blue collar workers. With this new model however, we may continue to push closer to white collar pricing.
