Ford and Chrysler up the ante in pickup war

No detail was overlooked. Ford considered around 200 designs for the new F-150 badge, according to Patrick Schiavone, the designer who led the F-150 redesign. All told, more than 1,000 Ford engineers, designers and researchers worked on developing the truck.

"When you're the leader, you've got a big target on your back and there's a big responsibility for that because everybody's gunning for you," said Fields.

Gilles, too, said he helped persuade Chrysler executives to spend more than they usually would on a redesign.

"I will fall on my sword for something I believe in, and this truck I believe in," Gilles said.

Fuel economy was at the top of the list for the trucks' engineers. Ford added more fuel-efficient six-speed transmissions on some models, and said its three V-8 engine choices improve fuel economy by 1 mile per gallon across the F-150 lineup, which has 35 configurations. Engineers took out 25 to 50 pounds by using lighter-weight high-strength steel, and they added a wing to the grooved tailgate to improve aerodynamics. Ford plans to add diesel and direct-injection gas engines as additional fuel-saving options in 2010.

The Dodge Ram offers a new HEMI V-8 that the company says improves fuel economy by 4 percent. A diesel engine that will be introduced in 2009 can improve fuel economy by 30 percent, and a hybrid powertrain will be introduced in 2010. Chrysler also made dozens of design changes to significantly improve the truck's aerodynamics, Gilles said.

"Efficiency was definitely considered throughout. Everywhere you look there's aero considerations," Gilles said.

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But Gilles said changes to the Ram's interior are the big story. Everything, from the heated front and back seats to the heated steering wheel to the instrument dials, was designed to be soft to the touch.

"Some of the stuff we're going to show in the truck are unbelievable world-class fit and finishes," he said.

Ford redesigned its shifter and controls to be more ergonomic and added new seats with power adjustable lumbar support. Ford said it used richer colors and softer, more durable fabrics.

Schiavone said he wanted to dispel a notion that the Ford brand can't be luxurious.

"I don't know where it came from that trucks can't be fashionable," he said. "They're uniquely American, but they can be extremely tasteful."

The Detroit auto show opens to the public Saturday.

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