Ford Motor Company: F-150 lightning strikes

Ford, a car manufacturer, launched its first electric F-150 Lightning Truck in the US to create a 'history in the making' moment that resonated culturally, demonstrate the scale of production, and leverage advocates and influencers to build moment and help cement brand and product trust.

Insights

America's best-selling truck hit the road as an electric vehicle for the first time ever in 2022, and the customer launch of the F-150 Lightning became a tipping point in America's move to EVs. But there was no guarantee traditional truck customers would embrace an electric truck. Or that EV fans would buy a fully electric pickup. The stakes were high if we were going to position the F-150 Lightning as a Model T moment for the modern era.

The Ford+ business strategy announced in 2021 positions EVs, connected technology and commercial vehicle business as pillars of growth, and...

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