SAN ANTONIO – As Ford Motor Co. loudly launches its all-new, ’04 F-150 pickup, engineers quietly are pecking away at its cost. The redesigned flagship carries improvements pricetagged in the $1,000-$1,500 range. The auto maker made the decision to launch now, whittle away at the cost base later. Cost-cutting underway for new F-150. “I think it will be the right decision, in the end, to launch first and get customers to love it and then work to engineer out the cost,” says ...

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