We all knew it was bound to happen sooner or later, and Ford has finally started lifting the veil on the F-150 EcoBoost. This engine is a big deal for Ford and pickup truck owners, and it could have a profound effect on pickups as a whole. Are buyers willing to pay a premium for an engine that gets better gas mileage, if all other factors remain the same?

The 2011 F-150 will get four engine options, two V6 engines and two V8s. The 3.7 liter V6 will be the base engine, and the 3.5 liter EcoBoost will be the top end motor, the two V8’s (5.0 and 6.2 liter) sandwiched in between. Is a 20% boost in highway gas mileage going to be worth the as-yet unspecified price premium?