DETROIT — Ford Motor Co. is addressing affordability for off-road enthusiasts with F-150's 2027 model year by lowering the starting price on its Tremor and Raptor trims.

On track for its 50th consecutive year of U.S. truck sales leadership, the Dearborn, Michigan automaker is looking to expand accessibility to its off-road trims and capitalize on the appeal of rugged looks and capability. It's introduced new entry-level equipment groups for Tremor and Raptor that strip some hardware that isn't needed for off-roading or that consumers often upgrade or alter themselves, specialists behind the vehicle said. The thousands of dollars in savings the changes offer are a bet to boost sales and increase access to those who desire the off-road ride.

"All of this is designed to maintain our capability off-road," said John Walawender, F-150 consumer brand manager, "as you're running through the desert or deep in the trails in the woods with everything the customer still wants, but continuing to expand the off-road space."

Also new for 2027 is the F-150 Carhartt, a collaboration with the Dearborn-based workwear brand that's similar to the Super Duty version introduced earlier this year. Plus, there are some exterior updates, a V-8 now is available across the lineup and customers now will be able to use hands-free BlueCruise driving when towing certain loads.

The 2027 F-150s start at $37,790 (compared to 2026's $39,585), and with destination and delivery, it's $40,585. They hit showrooms in the fourth quarter.

Ford this year has prioritized high-margin off-road trims and packages. Although many rugged SUVs and trucks across the industry rarely see dirt, the image of strength, freedom and preparedness has resonated with U.S. consumers, prompting introductions from several automakers. Off-road trims now represent roughly a quarter of Ford's U.S. sales, helping to propel profit margins — and Ford says there's more from the market to be had.

"We don't know what the limit is," Walawender said about the off-road space. "We want to meet customers where they are. More to come."

The entry-level 2027 Tremor starts at $62,400, $5,300 below the 2026 starting price for the Tremor trim. Based off the STX, it features that trim's steering wheel, manual air conditioning instead of dual-zone climate control, no heated front seats, a six-speaker audio system rather than an eight-speaker B&O setup, no installation of off-road running boards, and fixed rear glass instead of a power sliding rear window.

Meanwhile, Raptor's entry level comes in about $4,000 cheaper, at $77,800, than the 2026 F-150 Raptor's starting price. Gone are the head-up display, fog lamps, Mobile Office package, power passenger seats and under-seat storage. Instead of 2-kilowatt Pro Power Onboard energy, it has 400 watts. The power-adjustable steering column also switches to a manual or tilt column. The 14 B&O speakers are traded for an eight-speaker system.

Raptor and Tremor haven't been "decontented," the vehicles' specialists said. The lineup just has expanded.

"We wanted to open up the off-road space for more adventures at a lower price point," Walawender said. "So with that, we repackaged some content that wasn't quite as important to those customers to afford us a lower starting price point on each of these key trucks."

The lower price points are a significant chunk of money, said Sam Abuelsamid, vice president of market research at auto communications firm Telemetry: "Ford is addressing the affordability challenges we're seeing right now."

Many consumers already would take off running boards or install their own aftermarket lighting, he said. Plus, Ford still stands to benefit from sales by offering many accessories itself.

Elsewhere, BlueCruise-equipped models from XLT and Tremor to Lariat, King Ranch and Platinum now will support hands-free driving while towing up to 10,000 pounds and trailers up to 33 feet in length and eight-and-a-half feet wide. Vehicles will need the Max Tow package and the Max Tow axle hardware upgrades to support the full amount of weight.

Ford follows General Motors Co. in offering a similar feature, Abuelsamid noted. The Blue Oval says 75% of customers use their truck to tow, with pulling boats leading the use cases.

In addition to testing for geographic and aerodynamic challenges and detecting and responding to trailer sway, Ford also implemented a number of safety features. Customers input the dimensions of what they're towing into their infotainment screen profile. The maximum speed is 75 mph compared to 80 mph for regular BlueCruise, which also is only available on certain spreads of highway. The system also will require manual lane changes because of blind spots the trailer has without sensors feeding into the vehicle and hands on the wheel in detected construction zones because of potentially tight curves in the road.

"We took a deliberately more conservative approach in making sure that we detect if there's a sway, if there's a construction zone, etc., or if the trailer is too wide," said Sammy Omari, head of Ford's advanced driver assistance systems and Latitude AI autonomy subsidiary. "Our competitors don't check how wide the trailer is like we are."

King Ranch and Platinum trims get one-year of BlueCruise included. XLT, Tremor and Lariat have a 90-day free trial. Otherwise, Ford offers monthly, annual and one-time subscriptions.

"We want to launch an amazing experience," said Marisa Zelip, ADAS and BlueCruise product manager, "get it in the hands of as many customers as possible, and to make BlueCruise with Towing a daily driving habit, much like BlueCruise already is today."

The standard engine becomes the 3.0-liter EcoBoost V-6, replacing the the 2.7-liter EcoBoost V-6. The upgrade offers roughly 10% more torque to 400 pound-feet, according to the manufacturer.

"Here's the experience: it's stronger off the line, it handles great," said Kelly Kohlstrand, F-150 chief program engineer. "It merges into the freeway without hunting for gears, and it settles in smoother, quieter, more composed."

The 3.5-liter EcoBoost that increases maximum towing to 13,500 pounds and torque to 500 pound-feet is available as well as the 3.5-liter PowerBoost Hybrid powertrain.

Additionally, the 5.0-liter V-8 engine returns to the King Ranch and Platinum trims for the first time since 2023, making it available across the entire F-150 lineup. This comes as the Trump administration peels back fuel economy and greenhouse gas emissions requirements, though Kohlstrand said product planning involves years of preparation.

"We're responding to hearing from customers and dealers, 'We want a V-8 across the lineup,'" Kohlstrand said.

Design-wise, the Carhartt package follows similarly to aesthetics adopted by the collaboration on Super Duty, including badging, duck canvas-inspired seating fabric with Carhartt's signature triple stitch seams and the brand's tool bag-textured floor mats. The F-150 doesn't have the Super Duty's manhole cover-inspired wheel design, but the 20-inch wheels instead take influence from worksite geometrics like steel I-beams, said Bhavna Mistry, Ford color and materials design specialist.

"The package is built for those who demand durability without sacrificing style," said Ben Ewy, Carhartt's vice president of design, research and development. "It brings a bold, rugged aesthetic to every corner of the truck, building Carhart-inspired design, work-ready bed protection and durable interior details with the F-150 capabilities customers count on every day."

Drawing from a partnership that traces back to 1920s Carhartt overalls for Ford factory workers, the Carhartt Package is $4,195, with F-150 Carhartt starting at $62,660 MSRP plus destination and delivery. Orders are now open with deliveries expected in early 2027.

Otherwise, 2027's XLT, Lariat, King Ranch and Platinum models also get new grilles and wheels.

"All of these enhancements," Walawender said, "are designed with our customers' feedback in mind to provide a more elevated look and greater sophistication into the '27 year at a variety of different price points."

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