I'm a die hard ford truck enthusiast and would never sway from the ford trucks. That being said, on building the ford tough slogan for the f-series, the 1 thing that should be bullet proof on a pickup truck would be the bed floor. That is the #1 essence of the truck. There will always be places to find weight savings, they could've easily had a section of steel in or maybe gone to composite. I tend to think it was maybe the marketing of being able to say it's ALL aluminum.
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The half tons are already getting a bad rap for being labelled as a "mall queen", and this only reinforces that stereotype. Although, that would give ford advertising for the F-250/350's over the F-150.