Ford’s New F150 SFE Package Just Clever Marketing
Jason Lancaster | Sep 22, 2008 | Comments 12
Ford Motor Company recently announced an “SFE” – or “Superior Fuel Economy” – package for the upcoming 2009 F150. While Ford touts this package as evidence of their commitment to “unsurpassed fuel economy,” we think this package is more of a marketing ploy than a true product for fuel misers. Here are the details:
Ford’s new 2009 F150 “SFE package” is more about marketing than any real changes over a standard F150.
- The SFE package will be available in short bed (5.5′) F150 crew cab trucks. This is the traditional “family truck,” so Ford is wise to offer the SFE moniker on this truck.
- The SFE package will use the smaller F150 engine – the 4.6L 3V – for power. While the 3V 4.6 has 290 hp @ 4750 RPM and 317 lb-ft of torque @ 4000 RPM, this engine likely won’t be a popular choice. Considering that most truck buyers opt for the biggest engine available (often a wise choice, btw), this is partial proof that the “SFE” package is a marketing ploy.
- The SFE package will feature “low-rolling-resistance” tires – a.k.a. PASSENGER CAR TIRES on a truck. All truck manufacturers do this of course, but the SFE package is making it sound like it’s a good thing to buy a new truck with a set of tires that you shouldn’t take off-road.
- The heart of the SFE fuel economy savings is Ford’s new 6-speed automatic transmission (cough – Toyota had it first). Yet the new 6-speed auto is standard on the 4.6L 3V and 5.4L.
- The SFE trucks have a tow rating of 7500 lbs. Certainly not a bad tow rating, but not even close to the 11,300 lbs Ford touts as their new max tow rating. What about making the SFE truck a fuel miser AND a tower?
- Here are the numbers: Ford’s SFE package gets 15mpg city and 21mpg hwy – very comparable to the Chevy Silverado / GMC Sierra 5.3L V8 which gets 15 and 20. Good numbers for sure, but nothing Earth shattering (despite the hype).
In other words, Ford is taking their standard 6-speed automatic, their small V8, a set of passenger car tires, and a sticker that says “SFE” and slapping them together to create an “unsurpassed fuel economy package.”
Wow – how do they do it?
It’s very nice to see Ford working hard on improving fuel economy, and they certainly deserve credit for striving in that direction. However, the “SFE package” is nothing more than a marketing ploy that takes all of Ford’s standard truck improvements (like the new 6-speed auto and a more aerodynamic design) and calls them something special. While Ford certainly deserves credit for improving the fuel economy of all of the 2009 models, it’s embarrassing to brag about a “package” that’s little more than a set of standard features.
Filed Under: Auto News
It is never about what you buy. It is all about what you THINK you are buying.
I get that mpg at 55mph in my 5.7. So where’s the savings?
Don’t knock it. Ford produces well built trucks. Their problem is fuel economy and poor use of mechanical technology.
Daniel – This isn’t a knock against the F150 – far from it. This is a knock against the silly “SFE” package that makes no sense.
What is really interesting is that the F150 (without the SFE) gets better fuel economy than the Toyota Tundra (by 2 or 3 highway miles per gallon, depending on model).
See the details at fueleconomy dot org
Bubba – Fair enough. Keep in mind that most independent testers have placed the F150’s fuel economy in the same range as the Tundra, the GM trucks, and the Ram. That advantage is on paper only my friend.
Bubba my sticker states 16 city and 20 hwy. My truck is a crewmax limited. I get from 20-23mpg depending on how fast I drive.
The 2009 F-150 rides like a dream. I thought my ’06 150 4×4 was smooth but the new ’09 blows it out of the water. I would sacrifice a few MPGs for a quality truck any day.
What ever trips your trigger. Quality for the F-150 is good now but back in my 03 it wasn’t and the service I got wasn’t also. I won’t ever look at a Ford again.
The SFE package also uses a 3.55 rear end which is why its towing numbers are not as high as the other models. I agree this package was a bit of a let down but still a good idea by Ford as I’m sure they’ll sell plenty of them. The real fuel savings will be coming in 2010 with the ecoboost v6 which combined with the new 5.0 and 6.2 v8s will no doubt keep the F-150 the best selling vehicle in the world for some time to come.
JoE – That new EcoBoost motor is going to be big I think. Crazy numbers from turbocharging and direct injection – definitely the wave of the future. Kudos to Ford.
I have owned f-150’s for years, and i can honestly tell you from also driving toyota (the key word being TOY. BECAUSE THAT IS WHAT THEY ARE A TOY TRUCK) THEY IN NO WAY CAN COMPARE TO THE QUALITY AN PREFORMANCE OF THE F-150. JUST STATING THE FACTS MY FRIENDS . ANYONE WHO DRIVES A TUNDRA IS IN A STATE OF DENIAL. TOYOTA SUX.