Ford (F) will release the 2021 F-150 on Thursday to great anticipation as the vehicle is the top-selling pickup truck in the U.S., beating out its competitors the Chevy Silverado and Dodge Ram.

The stakes are high for the automaker to deliver on the F-150 as it accounts for $42 billion in revenue, with almost 900,000 F-Series trucks sold in 2019, according to a study the Boston Consulting Group conducted for Ford, Bloomberg reported.

The report also indicated that the F-Series franchise ranks as one of the U.S. biggest consumer products edging out McDonald’s, Nike, Coca-Cola, and Starbucks.

“It’s the crown jewels of the business,” Hau Thai-Tang, Ford’s product development chief, told the news outlet. “There’s no product more important for us, and when the F-150 chief engineer calls, he usually gets all the help he needs.”

The study also cited that half a million jobs ride on the F-Series performance, which contributes $49 billion annually to the U.S. gross domestic product. In addition, a number of suppliers and dealers are banking on a successful launch of 2021 F-150 by Ford.

The truck is speculated to have a complete redesign with an electric version of the F-150 to be introduced in 2022 and possibly a hybrid as it has been spotted testing in the field. Also, from the teaser photo that Ford released, the truck will come with a new headlight design.

Ford has tapped Actor Dennis Leary, a Ford F-250 owner, to host the pickup truck launch, much like it did in the past with Country Singer Toby Keith. The unveiling of the F-150 is slated for 8 p.m. ET on Thursday in a live streaming event.

Ford stock was trading at $5.99 per share at 2:34 p.m. EDT, down $0.16 from 2.55%.

The Ford Motor Company logo is shown during the firm's annual meeting of shareholders in Wilmington
Ford Motor Co. (NYSE:F) opened its fourth automobile assembly plant Friday in China, as it seeks to expand its presence in the country. REUTERS
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