Ford Motor Co. Chief Executive Officer Mark Fields said that an automaker probably will introduce a self-driving vehicle within half a decade, but it won’t be his company, which is focusing on less expensive features that assist in driving.

When Ford Motor Co. unleashes an ad blitz for its new F-150 during college football bowl games Dec. 31 and Jan. 1, it will emphasize how much the aluminum-bodied pickup can haul and tow. There will be no mention of fuel-economy gains that Ford says are one of the truck’s key attributes.