I think the hybrid bit is the key. Sure they are going to make an electric, but I think they expect the core truck market to take the hybrids. But a hybrid SUV

I think the hybrid bit is the key. Sure they are going to make an electric, but I think they expect the core truck market to take the hybrids. But a hybrid SUV isn't a 50MPG vehicle. If you look at something like the Toyota Highlander the city MPG goes up ~5-7MPG in the city but not at all on the highway. Its significant, but I would expect a little less from the ford which has already been heavily engineered for city driving (aka a 10 speed trans, etc). Basically, its still going to be a mid 20's vehicle. The only question IMHO is whether they can keep it reliable. Ford has always had a bit of a reliability cloud above them, and truck buyers have tended towards the trucks partially because they have been seen as simpler, more robust/reliable than the rest of fords lineup. They have done well with the ecoboost for now, but truck owners tend to mistreat their vehicles a little more than your average car buyer and people expect a work truck to last...