a 3 litre diesel seems far too small for a truck the size and work potential of an F150
The ram 1500 ecodiesel is 3 liter's also, this would be targeting the same market. It's not for work, it's an economical grocery getter/light duty pickup. Don't try to equate it to a 2500/3500 with a cummins, think of it more as a VW jetta diesel with a bed.
1/2 ton pickups with small economical diesels would be a great idea if the EPA hadn't made them so complex with their emissions mandates. 15 years ago I'd have loved a 3-4 liter turbodiesel in a half ton truck that got 30 MPG. They were simple, reliable, fuel efficient and diesel was $.20 a gallon cheaper than gas. Today they're too choked with emissions stuff to be reliable, don't get the fuel economy they used to, and diesel is more expensive.