America's Favorite Truck Is About to Test Tesla's Dominance

14 Apr 2022 | Abstracted from Bloomberg

"Ford's decision to fully electrify America's bestselling vehicle of the past 40 years wasn’t made lightly. In good years, the company sells close to 900,000 F-Series trucks, generating more than $40 billion in annual revenue. If the F-Series were a company, it would bring in more money than Coke, McDonald’s, Nike, or Starbucks. It's also been a technology showcase for Ford, becoming the first pickup outfitted in lightweight aluminum body panels to improve fuel economy."

"The electric F-150 is thus both an existential imperative and a massive opportunity to repeat a category-defining hit. And whether Ford succeeds isn't important merely for the company. Only about 3% of U.S. auto sales were electric last year, while Europe approached 20% and China accounts for more than half of all EVs sold worldwide."

"...for the Lightning to become a smash, it needs to appeal both to buyers who are already in on the $27 billion electric vehicle market and to those who are in the $124 billion pickup market."

Ford reportedly will official launch the Lightning on April 26, 2022.

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