Ford plans to reveal its next-generation F-150 pickup in 2020 as it plans to continue to dominate the U.S. pickup truck market, outgoing CFO Bob Shanks said at an investor event, reports the Detroit News.

"That is a segment that we are not taking our foot off the pedal whatsoever," Shanks told attendees of the 2019 Goldman Sachs Industrials Conference in New York on Wednesday.

Ford's F-Series lineup continues to be the best-selling pickup line in the U.S. General Motors with its Chevrolet and GMC pickups and Fiat Chrysler Automobiles with its Ram lineup are second and third.

Competition in the segment continues at a near-fever pitch with new models arriving in 2019 in the 3/4- and 1-ton segments of large pickups and chassis cab trucks. Several smaller trucks have also arrived this year, including the Ford Ranger and Jeep Gladiator.