Ford Motor Co.

What's in a $63,000 Ford F-150?

What's in a $63,000 Ford F-150?

The 2018 Ford F-150 has just the right balance of capability, comfort and convenience to make you feel that what you want is what you need. That is the success story of America’s best-selling vehicle for nearly four decades: to convince the market that want and need are the same.

I know I’m not alone in this not-need. “Daddy, I want a truck,” says my daughter, all the time. The guys in the neighborhood give trucks the thrice-over much more thoroughly than any luxury sports cars I’ve tested.

There are plenty of people who actually need a pickup for work, but Ford and other manufacturers know it’s the millions of undecideds who move the needle on these higher margin rigs. I’m...