The headline addresses the very real concern that Ford has with the image their customers might have with an aluminum truck. They're concerned that people might equate aluminum with flimsy. Expect competitors to encourage this thinking (till their own aluminum designs are ready). Image is very important in the pickup truck market.

But to give potential critics some credit, aluminum can be made very thin, like a beer can, in which case it is flimsy. It can also be made thicker, like the aluminum siding of the 60s and 70s, in which case it may still ding easily and lose its appearance.

Betteridge strikes again! http://en.wikipedia.org/wiki/Betteridge's_law_of_headlines