 I recently purchased a new truck.   To my dismay it was not the F150.   As I test drove the other brands (Dodge, Chevy, GMC, Toyota) none of them really spoke to me.   I drove an F150 with a bench seat with a straight V6 and was not impressed so the salesman asked me to try out the Lariat.  All I had to do was sit in it and I was sold.  I am a big guy 350+ lbs and this cabin fit like a glove.   It spoke to me like no other. I was super excited and took it for a test drive.   I felt the road and the bumps but the salesman told me that it was a stiff suspension because it was new and it was a 4x4.   I was super excited to bring my wife with me the next day to take a test drive of the 4x2.   I  went to the dealer with my checkbook and title to my current truck.   I was mentally prepared to pay extra above my target budget to get this truck.  We took  the V6 turbo 4x2 Lariat for an extended test drive of about 30 min stopping home to show the kids.   The entire ride on the highway and on our newly paved side roads  I kept asking my wife if she could feel the road and the bumps and the jitter but she said no it was OK.   When we got back to the dealership and the salesman was parking the F150 my wife told me the ride sucked, I wasn't crazy, and her back hurt.   She didn't want to say anything bad with the salesman in the truck with us.   I soon realized my back hurt as well from the bumps and jostling around on smooth roads.  I tried and I tried to talk myself and my wife into purchasing the F150 but we couldn't.   We just could not spend that kind of $ for a ride this bad.   The cost of the F150 is significantly higher locally (TX) than the other brands.   We went down the road to our second choice and purchased a truck with the same feature set for less $ but I settled for it.   I am happy to have a new truck after 13 years but I'm not super excited.   I feel I would have been more excited with the F150 if it would have just rode as good as any of the other brands.   It wasn't even close.   The ride is called out as the biggest con in many reviews.I am not a brand loyalist.   I purchase based on features I want that I determine before I go shopping, comfort, and other professional and owner reviews.   Over the last 24 years I've owned a Dodge for 11 years and a Chevy for 13 years.   I purchase to get my $ out of the vehicle and I take care of them so they last.I love the look.  I love the styling.  I love the cabin on the Lariat.  I love the 3.5L V6 turbo and the V8.   I dislike the price.  I hate the ride.   The ride is so bad that I could not force myself or talk myself into purchasing the vehicle.If Ford ever fixes the ride I will sell my current truck early and get one.  Hopefully, by the time they fix the ride the price will be better too.   Ford please fix the ride!!!!