The electric Ford F-150 truck, the most highly anticipated EV, is about to hit the U.S. market.
As the top-selling model line in the U.S. for 40 years, Ford Motor Co.’s F-Series pickups hold special weight in the auto ecosystem.
The lineup, led by the F-150, generates more than $40 billion in annual revenue.
Given this, Ford’s decision to electrify the F-150 stands as one of the boldest strategic decisions in 21st century business.
An electric F-150, more than any other vehicle, will persuade rural America to go green, leading the way for almost every automaker that finds itself challenged by the electric transition.
When now-Chief Executive Officer Jim Farley announced plans in early 2019 to sell an electric version of the F-150 — later called Lightning — he forced the hand of almost every boss in the business.
Regardless of how many F-150 Lightnings make it off the lot, the truck arguably already has accelerated the adoption of electric vehicles in both the supply side and the demand side.