Ford kicks off production of new F-150

CLAYCOMO, Mo. (AP) - Ford Motor Co. has kicked off production of a new, more fuel-efficient version of its popular F-150 pickup truck.

However, the debut comes at one of the worst times for U.S. truck sales. They have suffered as gas prices rose and the economic slump has worsened.

Ford executives cheered as the new truck came off the line at the Kansas City Assembly Plant, one of two U.S. facilities making the F-150.

The automaker is banking on the truck's improved gas mileage to lure back customers. Ford officials say that fuel costs have jumped to a Top 5 truck buyer concern. Tight credit and increasing worries about the economy have pulled U.S. auto sales to a 15-year low, with truck sales leading the plunge.

Last month, Ford truck sales nose-dived 39 percent as shoppers continued to gravitate toward small fuel-efficient cars.

(Copyright 2008 by The Associated Press. All Rights Reserved.)