For a new vehicle, I'd opt for something professionally applied like Line-X or Rhino Liner. Those materials are heated as they are applied, resulting in a very OEM, very evenly-applied product that is also very durable.
That being said, I have used Herculiner on one of my F-150s. A Saturday of work and a minimal investment in materials resulted in something that looked good enough for a then-ten-year-old truck.
I opted for Line-X on my F-250 and had zero issues with it. It was sprayed to a minimum of 3/16" thick.