Although the overall design is fairly handsome, the H3T’s rather plain interior doesn’t quite match its macho exterior. Build quality is solid, but the H3T’s competitors utilize nicer materials. Also, stereo and climate interfaces aren’t as user-friendly as those found in other GM vehicles. Still, the versions with the leather seating have an attractive two-tone color scheme along with contrasting piping on the seats, which spruces things up.

The seats are comfortable, though many drivers may take issue with the high beltline and low-profile window design, as they lead to lousy outward visibility. Rear-seat passengers enjoy ample legroom and decent support, but taller folks may find themselves uncomfortably close to the roof. The cargo box is about 5 feet long; though this is about the same as the offerings from the H3T’s chief rivals, they typically offer 6-foot boxes as well.

The 2009 Ford F-150 full-size pickup truck is available in three body styles: regular cab, extended cab (“SuperCab”) and crew cab (“SuperCrew”). Cargo box size choices vary as well: regular cabs come with a 6.5-foot or 8-foot cargo bed, while SuperCabs can have either of those or a garage-friendly 5.5-footer. The SuperCrew can have either the 5.5-foot or 6.5-foot bed. Reverse-opening rear doors are standard on regular and SuperCabs for easier cab access, while SuperCrews have four full-size doors.

No fewer than seven trim levels are offered: base XL, sporty STX, popularly equipped XLT, rugged FX4, luxurious Lariat, leather-saddle-inspired King Ranch and blinged-out, top-dog Platinum.

Geared toward commercial use, the bare-bones XL comes with 17-inch steel wheels, vinyl seating, an AM/FM radio, air-conditioning and not much else. The STX is similarly equipped but adds body-colored bumpers and grille frame, sportier wheels, a cloth 40/20/40-split bench seat and an upgraded sound system with a CD player and an auxiliary audio jack.

The volume leader XLT features chrome exterior trim (including the grille), an upgraded cloth interior, cruise control and full power accessories. The FX4 (4WD) shares its color-keyed bumper and grille styling with the STX and also features a towing package, 18-inch wheels, underbody skid plates, retuned springs and heavy-duty shocks, a leather-wrapped steering wheel, bucket seats with center console, a six-way power driver seat and satellite radio.

The Lariat trim offers an upscale ambiance with two-tone paint, a silver mesh grille insert, brushed aluminum and wood interior highlights, leather upholstery, 10-way power driver and passenger seats, heated front seats, power-adjustable pedals, the Sync multifunction voice command system, automatic climate control and a trip computer. Like the Lariat, the King Ranch has two-tone paint and the fancy grille, but it adds western saddle-inspired leather upholstery, a six-CD changer and heated/cooled front seats.

The new Platinum trim tops the line and features 20-inch chrome wheels, a unique grille design, monotone paint, chrome accents, premium leather upholstery, the heated/cooled seats and unique wood-grain accents.

Key F-150 options include the SFE (superior fuel economy) package that’s available on 2WD SuperCrew XL and XLTs with the 4.6-liter high-output V8. The SFE package includes the 5.5-foot bed, a 3.15:1 rear axle ratio and low-rolling-resistance tires. Other options include a premium Sony audio system, remote engine start, a navigation system, a back-up camera, a cargo management system, a stowable bed extender, reverse parking sensor, a rear-seat DVD entertainment system and a sunroof.

Aimed at those who work out of their trucks, Ford’s Work Solutions options include an in-dash computer with Internet access, a Midbox storage system (a lockable compartment located between the cab and bed) and a “Tool Link” system (which allows one to keep tabs on tools stored in the truck’s box via radio-frequency tracking).

General Motors’ focus on four brands – Buick,Cadillac, Chevrolet and GMC – indicates for the near term that light-duty trucks and SUVs will continue to be a part of the product mix, with new SUVs in the form of a Cadillac SRX crossover, Chevy Equinox compact SUV, and the GMC Terrain compact SUV among six new models announced for 2010.

While touting leading-edge design, technology, engineering excellence and quality in their ‘re:invention’ strategy, GM might see a glimmer of hope in a recent survey from J.D. Power & Associates, entitled “Automotive Emerging Technologies Study”, released this month. The study, which is designed to measure familiarity, interest and purchase intent for emerging automotive technologies, polls consumers before and after an estimated market price is revealed. For example, in the survey, 67% of the 19,249 respondents indicated that onboard navigation systems to guide them to the nearest Starbucks or other destinations were of interest.When the cost of a factory-installed navigation system was revealed at $1,600, interest dropped to 20% overall, while 45% of those who owned premium vehicles still chose the factory onboard systems versus lower cost off-board systems.

Mike Marshall, J.D. Power director of emerging technologies said, “Although the factory-installed options are considerably more expensive than an off-board navigation system, the price difference is not reflected in a proportionate decrease in consumer interest levels. Among consumers who express interest in both types of navigation system, seven out of ten indicate they would choose a factory-installed navigation system rather than an off-board version—despite the cost premium.”Other technologies fared about as well, and among consumers who listen to their portable digital music player in their vehicle, more than one-half use an auxiliary input jack, while approximately 20% use a wireless FM transmitter. Nearly 2/3s of consumers indicate that they would like the ability to listen to a portable digital music player through their vehicle’s speakers, while 27% express a desire to use a smartphone’s music capabilities in conjunction with their vehicle’s audio system.

Among consumers currently utilizing their vehicle’s Bluetooth functionality, initial interest for wireless connectivity in their next vehicle is 68%, compared with just 47% among those who have the feature but do not use it in their vehicle.Premium surround sound systems garner the highest interest rate among near-term vehicle intenders at 72%, while just 61% of consumers who plan on purchasing a new vehicle in two years or more indicate interest in this feature. “Consumers nearing the final phase of the vehicle purchase process are often more well-versed on vehicle options and features than those in the early stages of shopping, and likely have recently researched the available vehicle specifications,” stated Marshall, who added, “The increased familiarity of the possible benefits and conveniences of these technologies may lead to an increase in interest.”

How this bodes for an industry accustomed to making their profit on all the bells and whistles, and GM in particular with a plethora of trim levels and options, remains to be seen. In addition, how does the automotive aftermarket deal with consumers who are increasingly more interested in having the OEMs integrate these entertainment and connectivity technologies into the new vehicles? Time will certainly tell – but that’s oneluxury automakers don’t have, and a gamble they can’t afford to take.