In a world where gas is more than $4 a gallon and steadily climbing in some places, how does a company strategically market a huge pickup truck? It’s not easy, but the Ford Motor Company has a plan.

The Ford F150 has been the automaker’s best-selling vehicle for more than 30 years. Now, it’s time to change its marketing because motorists no longer want a truck for everyday driving. So Ford is focusing on marketing the iconic truck toward contractors and construction workers.

Instead of producing more trucks with the four-door cab style, the new Ford trucks coming off the assembly line only have two doors. Those models have always been more popular for farmers, contractors and other fleet customers anyways. Mike Crowley, a marketing manager at Ford, said the automaker is going to focus on the “core truck buyer.” He said the people who “want a truck, and need a truck, will make a compromise to buy it.”

But that’s not all. Crowley also said Ford is going to focus on touting the improved fuel efficiency of the new 2009 F150s. the new models should get an extra 1.5 miles to the gallon because of the lighter weight and more aerodynamic design. Next year, Ford is also offering an optional diesel engine to improve the fuel economy even more.

Hopefully, the new marketing strategy takes off and intrigues more people to invest in these quality vehicles.