Here's the problem. Most people rarely use their truck as a truck. Although we haul many heavy bulky items we don't always have the bed full/tow a trailer when traveling between sites, even though we put on nearly 50,000 miles per vehicle annually. My company has owned 10 F150's in the past 8 years, but we are going to move to something more fuel efficient this year because we are spending over $25K on fuel annually. Ford needs to consider a smaller, less expensive, more fuel efficient alternative to the F150. If not, we have decided we must move move our fleet to smaller more fuel efficient AWD wagon style cars...probably not a Ford since this option isn't offered. As a Ford guy for life, having to do this would sadden me! With the demise of the Ranger and ever increasing fuel prices, Ford has a real opportunity to continue buyer loyalty by providing an alternative to all the big and small fuel inefficient trucks sold in the U.S. by both Ford and all the other manufacturers. A small Supercrew 4WD diesel that gets 30+ MPG would be perfect. PLEASE Ford, give us an opportunity to remain loyal by providing a vehicle that truly meets our needs!