Ford reveals refreshed 2024 F-150 with new tech, updated look, tailgate upgrade

Detroit — The North American International Auto Show got an early start Tuesday night with a celebration of America's quintessential, and most popular, vehicle: the Ford F-150.

Ford Motor Co. ushered in a new model year of its flagship truck franchise, the company's cash cow, with a festival at Hart Plaza featuring food, live music (including country star Darius Rucker) and, most importantly, the unveiling of a refreshed version of the F-150.

The 2024 F-150 will launch next year with an updated look, more availability of its popular hybrid variant, a new Pro Access Tailgate, plenty of options geared toward off-roading, and many other new and improved features.

The refreshed F-150 retains the platform that was introduced in 2021, sitting on a fully boxed steel frame and encased in an aluminum alloy body. The truck is slated to deliver best-in-class maximum available payload of 2,455 pounds and best-in-class maximum available towing capacity of 13,500 pounds.

The 2024 model has been refreshed with what Ford describes as a more modern appearance, including options such as a Black Appearance package being offered on STX through Lariat trims.

The Dearborn automaker has reduced the ordering complexity on F-150 by 90% compared to model year 2023. On F-150 Raptor, for example, last year's model included 40 buildable configurations; the 2024 model year will have only six.

Other notable features include an available on-board generator and access to Ford's hands-free highway driving system. The truck comes equipped with a class-exclusive 5G LTE modem, enabling features such as over-the-air software updates and in-vehicle Wi-Fi.

The 2024 F-150 will come with a new standard engine, Ford's 2.7-liter EcoBoost with improvements in horsepower and torque. Other engine options include a 3.5-liter EcoBoost V-6, 3.5-liter PowerBoost V-6, 3.5-liter High Output V-6on the F-150 Raptor, 5.0-liter V-8, and 5.2-liter supercharged V-8 on the F-150 Raptor R.

F-150, which is assembled at Ford's Dearborn Truck Plant and Kansas City Assembly Plant, comes available in XL, STX, XLT, Lariat, King Ranch, Platinum and Tremor trims, as well as the off-road-oriented Raptor and Raptor R models.

The refresh follows a redesign that the 14th generation F-150 underwent for model year 2021.

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

The new F-150 starts at $35,570, with full build and pricing information available at Ford.com.

Hybrid version

Ford is boosting production of the PowerBoost Hybrid variant of the F-150 — part of the automaker's strategy of leaning into hybrid vehicles rather than jumping straight from internal combustion engine vehicles to all-electric vehicles. Ford executives have said that growing the company's hybrid sales is a key goal in the coming years.

Citing industry data, the automaker says the F-150 was the best-selling full-hybrid pickup truck through the first half of this year. Overall, Ford's hybrid truck sales are up 28.1% year-over-year through the first six months of the year.

Currently, hybrids make up about 10% of F-150's sales mix. For the new model year, the company plans to double the mix of hybrid trucks. And in another move aimed at boosting hybrid truck sales, the starting MSRP on the PowerBoost Hybrid F-150 (available on XLT through Platinum Plus trims) will match the starting MSRP on the 3.5-liter EcoBoost engine F-150.

The PowerBoost Hybrid variant comes standard with 2.4kW of Pro Power Onboard, with the option to upgrade to 7.2kW.

"We're making hybrid more accessible to our customers, giving them the power of choice by offering it (at) the same price as the 3.5-liter EcoBoost," Andrew Frick, vice president of sales and trucks for Ford Blue, said in a statement.

On gas trucks, 2.0kW is available. Ford says that's enough to "comfortably" power activities like a football tailgate. Meanwhile, 2.4kW is standard on all PowerBoost-equipped trucks; the inverter can give trucks a maximum of 85 hours of run time on a full tank of gas. The 7.2kW option is available on PowerBoost-equipped trucks. This can "comfortably supply power to a framing crew, mobile metal/welding shop, or dirt-bike mobile shop for 32 hours straight," according to Ford.

For model year 2024, Pro Power Onboard on F-150 features an updated digital interface to help users better keep track of available power.

Tech features

The 2024 F-150 comes with 10 standard driver-assist features, including the latest versions of pre-collision assist with automatic emergency braking, a lane-keeping system and a blind-spot information system with cross-traffic alert. Advanced driver-assist features include Pro Trailer Hitch Assist, which uses the vehicle's rear camera and corner radars to align the hitch with the trailer coupler while controlling the truck's speed, steering and braking; and Pro Trailer Backup Assist, which allows the camera to track the trailer position while the driver reverses and guides the trailer.

The latest F-150 also gives customers greater access to Ford BlueCruise, the automaker's hands-free highway driving system. Customers can access the system at vehicle purchase or during a 90-day complimentary trial after which they can select either an annual or monthly subscription.

The 2024 F-150 will have access to BlueCruise 1.2, which has new capabilities such as lane-change assist, which can perform a hands-free lane change when the driver taps the turn signal, and in-lane repositioning.

The truck comes standard with Ford's Sync 4 infotainment system with a 12-inch LCD capacitive touchscreen and a 12-inch cluster screen behind the steering wheel.

New for 2024 is an available head-up display. And the 2024 F-150 will be the first vehicle available in North America with a connected service by Ford to help find and help with recovery of a stolen vehicle, if the customer decides to activate it. The service alerts the customer if someone has gained unauthorized access to their vehicle, and gives them the capability in the FordPass app to report a vehicle stolen.

Meanwhile, one of the highlights of the refreshed F-150 is a new available Pro Access Tailgate, after designers widened the step cut-out and increased the bumper depth. The feature offers a 100-degree fully opened integrated swing gate. The gate opens from the driver's side and has built-in stops at 37, 70 and 100 degrees; the feature allows for 24 inches of additional reach, making it so users can more easily get to items in the truck's bed.

The truck also comes standard with a new bed storage box.

Off-roading options

The F-150 Tremor design also is new for model year 2024.

Ford is introducing an optional modular front bumper finished in tarnished dark anodized and carbon black, available on F-150 Tremor and F-150 Raptor models. New accessory options include a light bar that is available to order.

F-150 Tremor features design elements including a Tremor box side decal, unique running boards and details such as accent stitching, according to Ford.

Then there is Raptor, Ford's desert racing model available on vehicles including the F-150.

The 2024 F-150 Raptor comes with new Fox dual live valve shocks, which Ford says provide a more controlled riding experience. Some of Raptor's off-road tech includes a terrain management system with seven selectable drive models, standard trail control, and available one-pedal drive. Raptor R features a "unique Power Dome" on the hood for more aggressive styling. The refreshed Raptor comes with new colors and materials, and new available symmetrical hood graphics.

jgrzelewski@detroitnews.com