Detroit Auto Show: Ford Reveals Specs for New 2024 F-150 Pickup Truck

Ford Motor Co. in Dearborn revealed specs of the new 2024 Ford F-150 pickup today during Media Day of the Detroit Auto Show at Huntington Place in downown Detroit.
Ford 2024 F-150
Ford Motor Co. unveiled the new 2024 F-150 pickup truck at the Detroit Auto Show. // Photo courtesy of Ford

Ford Motor Co. in Dearborn revealed specs of the new 2024 Ford F-150 pickup today during Media Day of the Detroit Auto Show at Huntington Place in downown Detroit.

The new 2024 F-150 design features a fully boxed, high-strength steel frame with a high-strength, military-grade aluminum alloy body that has been designed to provide drivers with best-in-class available payload and max towing capacity.

Since its introduction in 2021, the platform underpinning this truck has undergone more than 3.75 million customer equivalent miles of durability testing in labs, proving grounds, and harsh real-world conditions in North America. The truck has been tested to the extremes of hot, cold, gravel, off-road, and long distances, at full payload and max towing.

The new F-150 also has been engineered to be “smart.” It now can export electric power to help keep job site tools running as well as help both novice and veteran towers to line up and hitch their trailers to the truck. It also has hands-free highway driving that uses Ford’s BlueCruise technology.

“’Built Ford Tough’ is more than a motto, it’s our promise to always strive for more and never rest for F-150 owners,” says John Emmert, general manager for Ford Truck. “We see it as our duty to deliver what our customers want and need and what they never thought possible.”

The new 2024 Ford F-150 truck features include:

  • Best-in-class maximum towing capacity of 13,500 pounds.
  • Best-in-class maximum available payload of 2,455 pounds.
  • Available 7.2kW on PowerBoost-equipped trucks — the most exportable power on demand of any gas-powered pickup in its class.
  • Efficient 2.7-liter EcoBoost now increases horsepower and torque on base offering.
  • Including a 2.7-liter EcoBoost, 3.5-liter EcoBoost, 3.5-liter PowerBoost, 3.5-liter High Output (F-150 Raptor) 5.0-liter V8, 5.2-liter supercharged V8 (F-150 Raptor R)

Ford has not neglected the hybrid market. Currently, the F-150 is the best-selling full-hybrid pickup. About 10 percent of all F-150s sold are now hybrids and Ford plans to double the mix of hybrid trucks manufactured for the 2024 model year.

“We’re making hybrids more accessible to our customers, giving them the power of choice by offering it as the same price as the 3.5-liter EcoBoost,” says Andrew Frick, vice president of sales and trucks for Ford Blue. “This is the latest example of Ford democratizing technology for all truck customers. We did it with EcoBoost engines and with high-strength, military-grade aluminum alloy bodies for greater capability, and now we’re doing with PowerBoost Hybrid.”

To learn more about the 2024 F-150, visit here.

In other Ford news, the company has made key leadership appointments as it continues to accelerate its customer-focused Ford+ transformation.

Elena Ford
Elena Ford

Elena Ford, Ford’s chief customer experience officer, was named chief dealer engagement officer, effective Sept. 12. In this role, she will work with Ford’s 10,000 dealers worldwide to accelerate their transformation into a competitive operation across Ford’s global businesses.

Elena Ford and dealers around the globe will collaborate to increase the consistency and efficiency of Ford’s global dealer council’s governance, improve retail facilities, modernize training and development, become more diverse, further raise community engagement, and amplify best practices.

“I have worked hand-in-hand with dealers throughout my career and I am excited to now partner with our 10,000 dealers globally to make our retail network a competitive advantage for Ford,” says Elena Ford. “Our dealers are the face of Ford with millions of customers, and part of the fabric of communities around the world. We can build on that strength through better training, deeper engagement, and more diversity.”

Lisa Materazzo
Lisa Materazzo

Another change is the hiring of Lisa Materazzo, formerly Toyota’s top marketing executive in North America. She is joining Ford as global chief marketing officer effective Sept. 12, reporting to Jim Farley, president and CEO of Ford.

At Ford, Materazzo will lead advanced product planning and all marketing activities across Ford Blue, Ford Model e, and Ford Pro. She will also oversee Ford Performance and Lincoln.

“The automotive industry is going through a sea change with the electric and software transition, and the more I looked at the bold bets Ford is making on the future, the more I wanted to be part of this mission,” says Materazzo. “Great marketing can supercharge the Ford+ plan because we have the opportunity to win the hearts and minds of customers with seamlessly connected product, service, and ownership experiences that create brand advocates for life.”

Materazzo’s lifelong love for the auto industry and motorsports traces back to growing up in upstate New York in the shadow of the Watkins Glen racetrack. She learned to drive in a 1981 Ford Mustang Cobra.

Will Ford
Will Ford

Ford also announced that William Clay “Will” Ford III is joining the company as general manager of Ford Performance, later this month. In the role, he will work to build out Ford Performance as a business and lifestyle brand, working closely with product development, marketing, dealers, merchandising and other Ford teams.

Ford is entering one of the most ambitious periods for performance and motorsports in its 120-year history — from joining Formula 1 with Red Bull Racing, to competing at Le Mans next year with Mustang, to starting a new Mustang racing series. At the same time, the company is developing an unprecedented lineup of performance cars and trucks, such as the Mustang GTD, Mustang Darkhorse and F-150 Raptor R.

“Nothing matters more to me than Ford’s reputation and brand, and Ford Performance is in a unique position to grow the passion for our brand throughout the world,” says Ford, son of Bill Ford, Ford executive chair and a fifth-generation member of the founding Ford family. “We have the best high-performance product lineup and the most exciting motorsport schedule that I have seen in my lifetime, with more to come. I’m excited by the opportunity to use Ford Performance to create new ways for our customers and fans to experience and love our brand, whether or not they own one of our vehicles.”

Ford graduated from Princeton University and received his MBA from Massachusetts Institute of Technology. He spent a decade working at the intersection of automotive corporations and early-stage mobility startups as a venture capital investor and entrepreneur.

In other Ford news, the company revealed specs on the new 2024 Ford F-150 pickup truck, which start with the foundation of the F-150. It is a fully boxed high-strength steel frame with a high-strength, military grade aluminum ally body which has been designed to provide drivers with best-in-class available payload and max towing capacity.