In recent months, Ford has made a big commitment to investing in EVs, as well as bringing battery production in-house. In addition to the Ford Mustang Mach-E, E-Transit, two future European models based on VW’s MEB platform, and a Ford and Lincoln-branded crossover for North America, the automaker is also set to reveal the 2023 F-150 Lightning next week. But one big question looms over the first-ever all-electric Ford F-150 – will people line up to buy one? At least for Ford CEO Jim Farley, the answer to that question is yes.
“The revenue pool is enormous,” Farley told MotorTrend in a recent interview. “Within that are customers with a duty cycle perfect for electrification. There are two extremes. [The first is] commercial customers with regular fixed routes, happy with depot charging, who need a vehicle with low cost of ownership and 100 percent uptime, as well as features.”
“The second is retail customers with plenty of vehicles for long trips, and they want to drive a pickup that’s electrified with software functionality you can’t get in a non-electrified vehicle. It is a fully digital vehicle, built Ford tough. We’ve seen strange designs of fully electric pickup trucks. Soon as they get dirt in them, it’s not going to be good.”
That last tidbit is notable because Farley is seemingly throwing a bit of shade at the Tesla Cybertruck, which does have a bit of an unconventional design. Though Tesla has taken hundreds of thousands of reservations for its EV pickup, at least one recent study shows that more customers find the 2023 F-150 Lightning appealing, so it’ll be interesting to see how things pan out in the coming year or so.
In the meantime, we’ll get an early gauge of what consumers think of the 2023 Ford F-150 Lightning next Wednesday during its reveal, as reservations for the pickup will go live at that time – just like the 2021 Ford Bronco, Ford Bronco Sport, and Mach-E. We’ll also learn how much the F-150 Lightning will cost, as well as what sort of range it’ll offer – both key factors that will play a huge role in its success.
We’ll have much more on the 2023 Ford F-150 Lightning soon, so be sure and subscribe to Ford Authority for the latest Ford F-Series news, Ford F-150 news, F-150 Lightning news, and continuous Ford news coverage.