I've been a Ford guy since I started driving, which would have been around 1975. Most of these preferences in vehicles are just that — personal preferences — but I've owned a couple of dozen Ford cars and trucks in my life, and have had pretty good luck with them. I'm familiar with how the company puts things together, and I've come this far, so unless something truly unexpected happens in the next few years, I'll keep driving Fords.

I've also been a truck guy most of that time. I remember my Dad's 1950 Ford F-1 he had when he was still farming, and I'd love to have one like it today, but while his F-1 was less than ten years old when he bought it, nowadays it would be an antique that would command a fancy price. Ford, barring their flagship Mustang (which is a far cry from my buddy's lovingly restored 1970 Mach One with the drag pack), has gone all-in on trucks; they were always known as a truck company, and now that is pretty much their domestic business model.

With that background, it's easy to see why I was interested to see Ford unveiling their updated truck line.

"This is a really special time for us. I've been with the company almost 30 years, but I can't remember a time where we've done what we're doing right now, which is launching a new F-150 and an all-new Ranger simultaneously," John Emmert, Ford's general truck manager, told FOX Business in an interview.

"Not only are we launching a new F-150 and a new Ranger, along with that comes Raptor variants," Emmert noted. "We're super excited about everything that's going on with truck right now, and it adds to our position as the No. 1 selling pickup manufacturer in the world and the best-selling line of pickups in the world."

 "We're launching an updated version of our Powerboost hybrid, which is a big story for us because, frankly, customer demand in hybrids is through the roof, and we're doubling our hybrid mix for the '24 model year to about 20% on F-150," he said.

Emmert spends a lot of time discussing the truck company's EV and hybrid products, as well as the sort-of compact Ranger and compact Maverick pickups, but, curiously, he doesn't mention Ford's truck offering that is still dedicated to people who have work for which they need a pickup: The Super Duty line.

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The Super Duty trucks are intended for serious people with serious work for a truck to do, and they're pretty well set up for that. The F-250 (3/4 ton) and F-350 (1 ton) are intended for both business and personal use, and the Power Stroke diesel engines have plenty of usable power. For many years, Ford put an International Harvester 7-liter diesel engine in these trucks, but that stopped in 2003; those old IH motors were pretty bulletproof, but from what I understand, Ford has worked the bugs out of their in-house engines.

What Ford does seem to be doing right is offering a variety. The F-150 is available now with a gas engine or in hybrid form. Ditto for the Ranger and the Maverick. Something for everyone isn't the worst marketing strategy, and Ford seems to be leaning in that direction, truck-wise. An EV or even a hybrid wouldn't be particularly useful for us, but plenty of people may want one — and as long as it's a choice, not something mandated or subsidized by the government, that's great. I wouldn't buy one — I'm not convinced they've worked the bugs out of either — but then, every cat its own rat.

Sometime in the next year or so, I'll be looking for a pickup. This truck will be expected to haul a slide-in camper and tow a boat or ATV trailer and will have to cover hundreds of miles with few facilities while being able to function in cold temperatures. So, no F-150 EV for us; I'll be in the market for a used F-350 Super Duty diesel, and if the EV proponents and green activists don't like it, they can just lump it.