Ford didn't stop there to meet customers' "unmet needs" by providing the new model with five distinct types of interiors, ranging from the workhorse XL, to the STX, XLT, FX4, and to the refined Lariat. The feat was accomplished by using a modular instrument panel, giving each "flavor" of F-150 its own look.

For its latest iteration of the F-Series pickup truck, Ford has pulled out the stops to create five unique interiors for different market segments. The Lariat interior shown here has finely stitched leather surfaces, brushed aluminum features and wood grain. Note the center console and floor shifter that is available when captain's chairs are ordered for the front seat. (Photo: Ford Motor Company)

For example, the FX4 cluster evokes images of classic aviation while the Lariat features chrome-ringed gauges that match other chrome interior elements, including the door handles.

And, the new F-150 marks the debut of another industry-first - a modular overhead rail system, manufactured by Johnson Controls, which allows owners to customize interior storage options to suit their individual needs.

The 2004 Ford F-150 will be the first vehicle to feature this overhead rail system produced by auto supplier Johnson Controls Inc. The brushed aluminum rails have an integral power supply, allowing the buyer to purchase various optional modules, like the DVD player and fold-down LCD screen shown here, and pop them into the vehicle. (Photo: Ford Motor Company)

The overhead rail system is a pair of brushed aluminum rails that connect to the dome light console. With its own internal power supply, the rails allow the owner to attach various modules that can hold flashlights, radios, DVD players, LCD screens and more. This system comes as standard equipment on XLT, FX4, Lariat SuperCab and SuperCrew models.

Not too long ago, pickup trucks had spartan interiors, but very few of those are sold now, Davis said.

"That's because customers use pickup trucks for multiple purposes," he said, adding that consumer demand also has led to improvements in the F-150's ride, handling, steering and braking.