The reigning king in the truck world is the Ford F-150, and it's been that way for a couple of decades. But staying on top is getting harder.
With new, tougher fuel standards looming there is a lot of emphasis on efficiency and innovation. On Wednesday, Ford is announcing its flagship truck is taking a step into the alternative fuel world with a vehicle that can run on natural gas.
When you look at their bottom lines and their advertising you realize that the Detroit Three make cars, but they're really truck companies, especially Ford.
The rising cost of oil isn't just a hit to the family budget. Businesses are hurt, too. Few are more affected than firms like FedEx. It deploys nearly 700 planes and tens of thousands of trucks and vans every day to deliver packages around the world. And few business leaders are more focused on finding alternatives to petroleum-based fuels than FedEx CEO Fred Smith.
Shortly after Smith founded Federal Express, the 1973 Arab oil embargo almost killed it. The experience imprinted Smith with a keen interest in the price and availability of oil.