Big Ford debuts before tough crowd

Regina–Go where your market is: it's why sportscars are shown on racetracks and convertibles in sunny California. And it's why Ford decided to reveal its all-new 2011 F-Series Super Duty at Agribition, a massive prairie agricultural show.

Unlike Toronto's Royal Winter Fair, there's no petting zoo or "how your food is grown" display in Regina. This is for farmers, a place where vendors demonstrate grain augers and livestock waterers, and cattle wait to be judged.

For these buyers, a truck has to earn its keep.

It was actually more of a sneak peek than a market launch, as that won't happen until early next year. Consequently, many details are still under wraps.

Unusually, though, all three North American-based automakers – the only ones offering heavy-duty pickup trucks – will have all-new models out by around the same time.

Dodge's 2010 Ram Heavy Duty is already at dealers and a 2011 GM version is on its way, so it was important for Ford to get the news out early, especially since trucks at this level are seldom an impulse buy.

The Ford F-250 and F-350 models sit on a new frame. As expected, it's beefier than its predecessor; what's notable is a new factory option for gooseneck or fifth-wheel trailers, which includes an additional rear crossmember for extra support, and laser-cut holes in the box for the trailer mounts.

Also new are enhanced tow haul mode, an integrated diesel engine exhaust brake and trailer sway control.

Two new engines will be available, both hooked to an equally fresh six-speed automatic transmission: a 6.2 L V8 gasoline version, and the star of the show, the 6.7 L Power Stroke V8 turbocharged diesel, designed and built in-house by Ford.

The technologies stuffed into the diesel are substantial: a block made of compacted graphite iron, stronger and lighter than cast iron; a smaller but highly efficient turbo that's also easier to service; a high-pressure fuel system for optimum power with reduced noise; and intake and exhaust manifold placement that improves throttle response and fuel consumption.

The big question is the performance numbers, and that's where Ford's staying mum, as it is on towing capacity.

All Ford will say is that its horsepower and torque will be "best in class" and better the numbers currently in the marketplace. The latter is 350 hp and 650 lb.-ft. of torque for Ram's 6.7 L Cummins diesel, the same as Ford's current 6.4 L Power Stroke diesel. GM's 2010 truck produces 365/660 from its 6.6 L Duramax diesel.

Even more of an issue is emissions, and expect to see more mud-flinging than at a political rally.

Starting in January 2010, diesel engines will be required to meet strict nitrogen oxide (NOx) emission standards set by the U.S. government. Dodge has already committed to exhaust gas recirculation, or EGR. Ford, and presumably GM, has instead opted for selective catalyst reduction, or SCR. This uses a liquid urea solution that's automatically injected into the exhaust system – not mixed with the diesel fuel, as some believe – where it works to convert NOx into water and harmless inert nitrogen.

Each has pros and cons. Ford says the EGR system is prone to fouling, and fuel economy isn't as good. Dodge counters that in urea systems, the fluid must be replenished, and it freezes at minus 11C, requiring special tanks and lines.

Ford has sized the tank to coincide its refilling with regular oil changes; the system gives plenty of warning when it's low, and it's easy for an owner to add fluid.

But if urea causes any issues with buyers, it will more likely be with current Ford owners unsure about trading up to a model that uses it.Ford/Dodge/GM truck loyalty is almost as old as the nameplates themselves, and quite often the challenge isn't winning over a competitor's customer – he ain't budging from his brand no matter what – but getting a dedicated Ford buyer out of his beloved old truck and into a new F-Series model.

Even so, parked among the tractors and cattle chutes, the 2011 model drew a large crowd of truck enthusiasts of all stripes, and even some begrudging admiration from diehard fans of the competition.

One woman, checking it over thoroughly, commented favourably on the chunky styling, handsome interior, the tailgate step and the new diesel engine.

"It's a really nice truck," she said. "I like it. Too bad it's a Ford."

Travel was provided to freelance Jil McIntosh by the automaker. jil@ca.inter.net

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