You'll Like the New Ford F150 Even if You're Not a Pick-Up Truck Lover

The 14th generation of the classic truck has plenty of bells and whistles.
IMAGE Ford Philippines

The F-150 will sound familiar even to those not entirely into cars or trucks. The pick-up truck manufactured by Ford has been the top selling vehicle in North America for 38 years and is the number one selling pick-up in the US for 43 years. That’s no small feat for any carmaker. 

Ford Philippines managing direcctor PK Umashankar presents the two variants of the all-new Ford F150 during the virtual launch

Photo by Ford Philippines.

When I asked Ford Philippines’ marketing director Ryan Lorenzo just what makes it so popular, his answer was simple.

“It’s really the full package of the vehicle: the features, the tech and the competitive pricing,” he said. “It’s built up that ‘Built Tough’ image of Ford.”

I spoke to Lorenzo a couple of days ahead of the grand reveal of the 14th iteration of the F-150, one of the most anticipated events in the global motoring calendar. The executive said that the Philippines is especially primed to welcome the newest version of the classic pick-up.


The Ford F150 4x4 Lariat variant comes in SAP or sport appearance package

Photo by Ford Philippines.

“We had the F-150 before, from 1998 to 2003,” he said. “In five years, we managed to sell about 1,500 to 1,600 units of the F-150. Now we’re bringing them back here to our market.

“Pick-up sales have increased and are stable now,” he added. “Overall, about 16 to 17 percent of total vehicle sales in the countryare pick-ups. So that gives us confidence (about the F-150).”

The new Ford F-150

As a pick-up, the F-150 is expected to be a workhorse—a utility vehicle meant to assist owners in serious functions such as transporting goods, hauling heavy cargo, and conquering rough terrain.

But Lorenzo says that the new F-150 can also appeal to buyers who might not necessarily even consider buying a pick-up.

The twin-panel moonroof comes standard

Photo by Ford Philippines.
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“The two variants of the (all-new) F-150 are packed with features: the interior is comfortable, it has big seats, and even an Activ-Motion feature in the 4x4 that gives the seats a massage feature. So we do see a market who would want to go a step further from the Ranger Raptor. It’s something with a bit more refinement, and a lot more power.”

In addition are the following features: the Ford Co-Pilot 360 Safety Suite, which includes autonomous emergency braking with pedestrian detection; auto on-off quad LED headlamps in both the 4x2 and the 4x4 variants; blind spot monitoring, and 360-degree camera.

The interior is outfitted with 10 speakers from Bang and Olufsen

Photo by Ford Philippines.

“All come standard which I am sure will attract the people even non-truck buyers,” Lorenzo said.

Of course, this generation of the F-150 isn’t lacking in features for pick-up purists, but think of them dialed up to 11.


In the Platinum 4x4 variant, which is a bit more luxurious than the 4x2, 20-inch wheel come standard. There’s also a pretty cool power deployable running board that helps you climb up inside the vehicle, a feature previously only available in the Ford Expedition.

Inside the 4x4, the seats, pedals, steering wheel are all adjustable electronically. It has also a twin-panel moonroof.

A retractable foot and grip assist feature makes climbing up the bed much easier

Photo by Ford Philippines.

“Not a lot of pick-ups have moonroof,” Lorenzo says. “This one is standard.” 

Sound aficionados will also be glad to know that the interior of both the 4x4 and the 4x2 is outfitted with 10 speakers from Bang and Olufsen.

And one other nifty feature: a retractable foot and grip assist feature in the rear to help people climb up the bed. Lorenzo said Ford is one of the first to introduce this in any pick-up.


As for the 4x2, the variant comes in so-called SAP or sport appearance package. It also has 20-inch wheels and has darker accents as opposed to the satin chrome finish of the 4x4.

The all-new Ford F150 Platinum 4x4

Photo by Ford Philippines.

Overall, the new Ford F-150 is a pick-up lover’s dream, but I don’t doubt it would turn the heads of regular fols, too.

SRP for the 4x2 Lariat is P2.698 million, while the 4x4 is at P2.998.

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Paul John Caña
Associate Editor, Esquire Philippines
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