For the first time since 1991 the Ford F-150, is not the best selling vehicle in America. The venerable performer was dethroned by four sedans, a further indicator of the shifting preferences of the driving public in the face of climbing fuel costs.

During the month of May, the Ford Motor Co. sold 42,973 F-series trucks compared to Toyota's sale of 52,826 Corollas and 51,291 Camrys. Honda weighed in on top with 53,299 Civics sold while the Accord moved 43,728 units.

The Ford F series truck has had a long run as America's favorite car, outselling all competitors since October 1991. Ford group vice president for marketing and communications, Jim Farley described the figures as a "significant development" but one that is not surprising giving the cost of gasoline.

In response to the downturn Ford placed an employee pricing inventive on all 2008 F series trucks effective through June 30. The opening price for an F-series is $17,900 for the base F-150 and goes as high as $48,165 on a fully tricked out F-450 diesel. (Quoted prices are before shipping.)

With General Motors announcing plans this week to pull back from truck and SUV production in favor of more fuel efficient vehicles, the sales figures on the F-series are equally telling. Ford CEO Alan Mulally called the sales figures further proof of industry change in the face of altered consumer demand.