Ford Motor Company: Ford F-150 lightning reveal

Ford, the car manufacturer, changed perceptions of electric trucks in the US.

Insights

Truck owners have typically been skeptical of electric vehicles and are not convinced electric pickups can be capable and tough. Plus, empty rhetoric coming from other automakers promising great electric trucks that in reality are untested and unproven just adds to that skepticism.

The goal of F-150 Lightning was to change these perceptions. Ford had to show, not just tell, how an electric truck can be capable enough to meet the brand mantra of being Built Tough. The company had to reset expectations for what an electric truck can do, offering features an electric truck had never been able...

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