Ford Motor Company’s (NYSE:F) All-Electric F-150 Pickup Will Be For Heavy Duty Work Not Lifestyle

Ford Motor Company (NYSE:F) is planning to differentiate its all-electric F-150 form Tesla Inc. (NASDAQ:TSLA) and General Motors (NYSE:GM) pickup trucks by building a heavy-duty towing and hauling truck instead of a recreational one.

An F-150 pickup truck for consumers who need it for work

Kumar Galhotra, Ford’s president of the Americas and international markets, stated that as other electric pickup trucks compete for lifestyle consumers, the company focuses on making the all-electric F-150 a heavy-duty truck engineered for hardworking consumers looking for a truck for a job. He explained that it was important that the company maintain the reputation of the F-150 pickup truck for working once it launches the electric version in two years. For over 43 years, the F-150 truck and the other collections of the F-Series have been some of the bestselling pickup trucks in the US and have been the country’s top-selling vehicle for 38 years.

Galhotra added that they have a significant amount of brand share in the “Built Ford Tough” F-150 pickup in terms of capability, design language, and name. The F-Series family of trucks is vital to the company’s profitability, and last year, around 900,000 F-Series pickups were sold, generating revenue of around $42 billion. This was according to Boston Consulting Group study commissioned by Ford.

Ford’s all-electric F-150 pickup will be cheaper to maintain

Ford is expected to debut the all-electric F-150 truck by mid-2022, and it is likely to cost almost half to operate and maintain compared to current pickups. Galhotra made the revelation at a plant in Michigan where the truck will be manufactured. Ford will launch its pickup months after other electric pickups like GM’s GMC Hummer EV, Tesla’s Cybertruck, and startups like Lordstown Motors and Rivian. Most of the Pickups will be for lifestyle except the Lordstown Endurance pickup that is targeting fleet customers. GM is also planning to launch an electric Chevrolet pickup focusing on traditional truck customers instead of lifestyle customers.