Roush Performance has unveiled its latest offering, a modified version of the 2026 Ford F-150 designed to compete with the Tremor. This new variant features a 2-inch lift and 33-inch tires, enhancing its off-road capabilities. However, the conversion comes at a significant cost of $18,995 on top of the base price of a regular F-150. Off-road trucks have become a lucrative segment in the automotive market, and Roush is aiming to capitalize on this trend with their customized F-150.
The truck’s exterior is designed to be both subtle and aggressive, showcasing a Roush-branded high-flow grille with integrated clearance lights. Additionally, the vehicle features a slightly modified hood equipped with functional heat extractors. Extended fender flares and an active exhaust system with dual modes further enhance its rugged appeal. The truck rides on satin black 20-inch wheels fitted with 33-inch General Tire Grabber A/TX all-terrain tires, complemented by a coil-over suspension system that includes specialized springs and shocks.
While Roush has not released images of the interior, they have indicated that it will feature carbon fiber trim, a serialized badge, and aluminum pedals. An overhead auxiliary switch panel will be included for accessories and future upgrades. For those looking for added luxury, a Premium Package is available, which includes Black or Coffee Brown leather seats with a design that mirrors the grille pattern, embroidered headrests, and American flag graphics.
Roush also offers a Ready Package that comes with practical off-road utilities, including a console vault, jumper box, tow straps, ratcheting tie-down straps, gloves, and D-rings. However, the lack of engine upgrades in this conversion raises questions about its value. The base cost for a SuperCrew variant starts at $65,525, and with the additional costs of the Roush modifications, buyers could find themselves spending upwards of $84,520 for a fully equipped model.
This pricing strategy may pose a challenge for Roush, as potential customers weigh the benefits of customization against the steep investment required. As the off-road truck market continues to grow, Roush's ability to attract buyers with its new F-150 will depend on how well it can balance performance enhancements with affordability.
