FORD '04 F-150 truck expected to pick up profits

DETROIT (AP) -- Ford Motor Co. said Thursday its all-new 2004 F-150 pickup, considered crucial to the automaker's ongoing turnaround bid, will have the same starting price as the 2003 model, even though the newer version is more expensive to build.
But Ford division president Steve Lyons insisted Thursday that the new F-150 will deliver a higher profit margin per vehicle than the outgoing model because the company expects to be able to sell the new truck at lower incentive levels than current models.
The world's second-largest automaker's suggested retail price for the 2004 F-150 lineup will range from $19,125 to $35,570, excluding destination and delivery charges. The comparable price range for the 2003 F-150 lineup is $19,125 to $34,135.
The new F-150 will cost $1,000 more than the current model to build.