What if he bought a Sierra Denali instead? That is a luxary pickup that is a real pickup unlike the ridgeline or avalanche. They allow the lincoln mark lt.
I suspect that the Sierra Denali would be more expensive than the F150 he owns... but I could be wrong. It really depends on what trim level the F150 is. I have seen some (as well as Chevy and Dodge) that are customized and just as nice (or more so) than a Denali...