Ford says that those buying the new 2009 F-150 pickup will be getting more truck for their money. Saying that the value comes from its capability and fuel economy, Ford claims that the F-150 Lariat will be $5000 cheaper than a comparable 2009 Dodge Ram.

The 2009 F-150 will also feature added value with $1600 wortth of standard features. "With the new F-150, we are offering customers more capability and choice with better-equipped trucks at a greater value than the competition," said Mark Grueber, the marketing manager for the F-150.
    
The XL Regular Cab, Ford's workhorse in the pickup arena, will have a manufacturer's suggested retail price of $21,320. The popular XLT SuperCab will start at $29,160. Topping the range,  the new-for-2009 Platinum maxes out at $44,860.