Although Ford’s strategy of offering five trim levels with the
completely redesigned F-150 pickup drew the ire of financial analysts
in the beginning, the move is a tremendous benefit to consumers. Shopping
is less complicated as each trim level is directed to a customer with
specific needs and budget. There are no confusing “extra value”
packages or sales gimmicks such “sport” or “limited”
options within a trim level. But Wall Street was concerned that Ford’s
best-selling model was bogged down with expensive complexity on the assembly
line. Since Ford lost money in two of the last three years, analysts weren’t
happy with the multi-trim approach.
When the
new F-150 was introduced last summer, most of the media attention was
focused on the top three trim levels. The mid-range XLT is clearly the
F-150’s most popular trim. According to figures in USA Today, Ford
expected it to take a 45 percent share of the total mix. The rugged off-road-inspired
FX4 was projected for 15 percent of the sales volume followed by luxurious
Lariat at 25 percent. That left only 15 percent for the base XL and the
new STX. In fact, Ford estimated the STX would grab only five percent
of all new F-150 sales in the beginning.
“Actually, it’s now a little bit higher than five percent,”
says Ford F-150 marketing manager Todd Eckert. “The STX has found
a nice niche.”
The STX is a sportier version of the base XL and offers additional choices
in configurations and features without busting anyone’s wallet.
Body-colored bumpers and grille surround for a monochromatic appearance
and 17-inch alloy wheels for accent distinguish it from the XL. The interiors
are similar with cloth seats and hose-it-out black vinyl floor covering,
but the STX does offer optional sound systems.
The F-150 STX is available in 10 different configurations:
• Regular Cab 4x2 and 4x4 Styleside (6.5-foot bed)
• Regular Cab 4x2 and 4x4 Flareside (6.5-foot bed)
• SuperCab 4x2 and 4x4 Flareside (5.5-foot bed)
• SuperCab 4x2 and 4x4 Flareside (6.5-foot bed)
• SuperCab 4x2 and 4x4 Styleside (6.5-foot bed)
STX was an option package on the previous generation F-150. But Ford
found confusion with trying to market an XL STX, so the model received
its own trim.
“Because
of the popularity of this package, we decided to offer a unique series,”
adds Eckert. “The trucks are more individualized and less confusing
from an ordering perspective.”
Our STX test vehicle was a SuperCab 4x4 Flareside. It came with a base
price of $29,575 (including $795 destination charge). For comparison,
here are the starting prices on other SuperCab models in the F-150 line:
• XL SuperCab 4x4 6.5-foot Styleside, $28,080
• XLT SuperCab 4x4 Flareside, $32,030
• FX4 SuperCab Flareside, $34,130
• Lariat SuperCab 4x4 6.5-foot Styleside, $34,145
--Note: the LX and Lariat cannot be ordered with the Flareside bed
