re: Ford will be introducing a diesel in the F150 later in the 2018 models

The market would embrace a lower cost diesel aimed at the commuter who occasionally needs to tow something. Playing the diesel dick measuring game with half tons isn't working. The people who are interested in dick measuring are mostly going to buy the bigger more powerful trucks (as well as the people who tow heavy) and are not too concerned with fuel economy, at least not right now.

Hopefully Ford's diesel will have an economical offering in a base trim, with exception fuel economy and modest performance numbers. That's where the gap is in the market right now. I can't go buy a base model truck with a small Diesel engine.