2016 F150 4x4 Supercrew with the 2.7. I'm averaging 19 MPG after 27,000 miles. That's driving year around in the cold (and short tripping) and hauling my boat on occassion. Previous '04 F150 did it getting 14.25 mpg. On the freeway, I've done as well as 24.5 mpg.
Not sure I am the target market for the diesel, but if it delivers closer to the EPA numbers, I can see some folks going for it. Here, diesel is so much more than gas, and a pain when its cold outside, that I'm not the target.
And as to the cost, I'll never understand the bellyaching about the MSRP of these trucks.
1st, if you pay the MSRP, you aren't very bright - period. There are tons of incentives and room to wiggle on price. I bought mine for $14,000 less than the MSRP.
2nd, why should a truck only be utilitarian? Why shouldn't someone who uses their truck for work and towing be able to have something nice. For many, its their office. The mentality of if I want something nice, I'll buy something else is funny.
3rd, if you don;t want to spend that money, any of the manufacturers will happily make a work level trim truck for you, and charge you substantially less. Go ahead and buy one - let the others who want the nice one buy that. Don't pretend they both aren't availible. In Ford's case, yes, they have decided that the Diesel won't be avalible for XL or XLT trim unless it is a fleet order. But they have 4 other engines you can choose from...