The 2024 Ford F-150 Needs to Become a Swashbuckler to Fight Off Its Opponents

The first-half full-size pickup truck sales report shows that Ford's decade-long glory is fading away – and all that is happening even without absolute rivals. The Ford Motor Company sold a total of almost 383k F-Series units (of them, less than 9k were Lightning EVs), but that didn't bode well for the charts – General Motors nailed over 407k trucks.

Of course, you can always split hairs and eliminate the HDs and Super Duty models from the equation – but then you would also have to understand that GM still couldn't do it with just one model against the F-150. Instead, the Chevrolet Silverado totaled a little over 268k examples, and the GMC Sierra had 143k units under its belt. So, you see, there's always a silver lining, and the F-150 is still the most popular full-size pickup truck in America.

And that will probably not change anytime soon because of two main reasons. First, the refreshed 2024 Ford F-150 will soon go on sale to help lift the figures for next year's first hurrah. And secondly, the competition might not have what it takes to beat their legendary opponent. So, there's a new F-150 (or two) around the corner. After all, has anyone seen those new faces – the XL, STX, XLT, and Tremor get one design for the headlights while the Lariat, King Ranch, Platinum, and Raptor have a slightly different treatment. Oh, not to mention that each grade has a slightly different grille – if you're a Blue Oval aficionado, you must remember no less than eight subtly different designs.

But that's not a big dodo; from now on, look at the face of a 2024 F-150, and you'll (probably) be able to tell which trim is in front of you. That's perhaps a nice mental exercise – and one that will help you forget the fact that, as always, you are paying more for these incremental updates. The new design is coming alongside a newly introduced optional Pro Access Tailgate, a more powerful base 2.7-liter EcoBoost engine, increased production for the PowerBoost Hybrid model, and class-exclusive connectivity thanks to a 5G LTE modem.

Naturally, there are also a few best-in-class figures: up to 7.2kW Pro Power Onboard feature on PowerBoost models, plus ratings of 13,500 pounds (6,123 kg) for the towing capacity and 2,455 pounds (1,114 kg) for the maximum available payload. Will that be enough to surpass the competition in every comparison? Well, it remains to be seen because, for now, there are missing horsepower ratings for some of the models outside the 430-hp hybrid model (which now costs the same as the gas-only 3.5-liter EcoBoost). Most importantly, everyone eagerly awaits the power and performance specifications to see if the rumors pan out and the 5.2-liter supercharged V8-equipped 2024 Ford F-150 Raptor R indeed surpasses its predecessor's rating of 700 horsepower.

As a reminder, that figure is just shy of the 702 hp offered by Ram Trucks for its amazing 1500 TRX super-truck. Anyway, speaking of the competition, the 2024 Ford F-150 – complete with its pair of 12-inch screens for the instrument cluster and infotainment system, plus a first-ever optional head-up display – has its work cut out for it. Now, let's talk about the main rivals, one by one. The Nissan Titan is the easiest to fall prey to the iconic F-Series' display of awe and wonder. No wonder we have heard rumors that the Japanese automaker is considering the retirement asylum for the nameplate as the Titan and Titan XD constantly fail to attract enough attention to warrant their existence.

The XK70 Toyota Tundra, launched as a third-generation model back in 2021, is a different Japanese contender altogether – it's built on the modular TNGA-F body-on-frame platform, and while it doesn't have as many powertrains, the i-Force Max hybrid with its 437 horsepower and rugged looks is precisely what's needed to properly battle the electrified 2024 Ford F-150 PowerBoost and set them on equal footing. Although General Motors doesn't excel with its full-size pickup truck lineup in any way, the GMC Sierra could represent an interesting option for those seeking to stand out in a crowd with the quirky near-premium offering.

Still, the GMC Sierra doesn't hold a candle to Ram Truck's models, which are the real contenders for the top three position alongside the Chevrolet Silverado and F-150. If you ask me, neither of them is that illustrious when directly compared to the updated F-150. So, if I couldn't snatch an F-Series, I would probably pay the premium of being seen in a GMC Sierra if I wanted a gas-only truck or, better yet, settle for a Toyota Tundra and its i-Force Max wonders. Alas, if given the choice, my prime contender would remain the 2024 Ford F-150 – even if it's more expensive now.