Ford would move even more F150's if they would offer a 2.5 liter turbo diesel engine with 150 + horse power and 275+ ft-lb torque. It would get almost 30 mpg highway and there are methods available now to meet epa exhaust requirements. Ford has plenty of these engines in Europe, the ones they ran in British cabs.
I've got a 2006 Jeep Liberty with a 2.8 liter turbo diesel and 5 speed automatic. I've gotten 35 mpg out of it and it can tow anything.
There is a large group of people that need pickups for work and a little turbodiesel would be just right.
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