It was a different value proposition than what people were used to. Diesel in a truck platform has traditionally conveyed some sense of towing ability. However, in the F-150, the better towing platform was the 3.5 EB and even the 5.0 V8. The diesel numbers weren't as good and there was the old payload penalty of the heavier diesel engine.
It would work better in non-US countries. In many of those countries, people are used to thinking about diesel in terms of fuel economy. BMW, Volkswagen, and most other passenger cars are commonly diesel in non-US places. People in those countries don't buy a BMW X3 diesel because they think it will be a towing monster.
So, an F-150 diesel was always a lost configuration. It's really a light duty truck for modest towing/hauling with superior fuel economy. Those wanting to maximize towing/hauling in a 1/2 ton package were wise to avoid the diesel. This will probably always be counterintuitive in the US truck market.
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Future RV: Potentially an Eagle HT 284BHOK
Current TV: 2019 F-350 CCSB 4WD SRW 6.7L PSD 3.55, 3,591 lb payload
Ford Truck Help: Lariat doesn't have an e in it, Super Duty is two words, Power Stroke is two words, and F-x50 trucks have a hyphen in the names.
Fomer RV: 2018 Rockwood Mini Lite 2504S
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