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There’s little doubt that when Ford decided to bet on an electric pickup that it made the right move. In fact, the automaker can even double-down on the F-150 Lightning™ pickup and it will still likely be a very good move.
160,000 Reserve Places For Lightning
By what measure do we at Torque News say this? It’s simple. Ford has more than 160,000 reservations for the pickup. And, the automaker has created the “F-150 Lightning™: Strike Anywhere” augmented reality experience, in collaboration with Google, to excite and educate potential customers.
Looking a bit more closely at the 160,000 reservations most are new to electric vehicles and more than half are new to Ford. It is an enviable situation for Ford because of the number of potential “conquest” sales that could come from this situation. A “conquest” sale is the sale of a vehicle to a customer who had formerly been a customer of another automaker.
And, if Ford is able to retain the first-time Ford buyers, a feat everyone automaker aspires to, and convince them to buy a second or third vehicle over time, making them full-time customers, then it will have to achieve something. Right now, though, the automaker is staring at quite a good situation.
The F-150 Lightning™ is the truck of the future – and the truck with the future. And now you can bring the F-150 Lightning™ truck to life anywhere – right from the palm of your hand. In collaboration with Google, Ford has launched the “F-150 Lightning™: Strike Anywhere” visual experience for reservation holders, enthusiasts, and vehicle shoppers who are excited to understand all of the benefits of an all-electric Ford.
F-150 On Cutting Edge Of EV Revolution
As the electric revolution accelerates across the industry, Ford is taking a proactive approach to helping inform shoppers as they embark on the journey to purchase their first battery-electric vehicle.
A recent survey of F-150 Lightning retail reservation holders indicates nearly 80 percent have never owned a battery-electric vehicle before, while more than half have never owned a Ford. Research from Google and Ipsos shows 58 percent of U.S. car shoppers considering a new vehicle in the next six months are considering purchasing or leasing a hybrid or fully electric vehicle.
The automaker also noted that 83 percent spend up to three months researching before buying. The F-150 Lightning™: Strike Anywhere campaign will offer these knowledge-hungry customers an immersive, informative experience on the all-new F-150 Lightning.
“There is a tremendous amount of intrigue about what electric vehicles can do,” said Suzy Deering, chief marketing officer, Ford Motor Company. “At Ford, we want to show, not just tell since we believe educating customers on the full potential and capabilities of electric vehicles helps them make the transition from traditionally powered vehicles to all-electric ones. Nearly 80% of our F-150 Lightning™ reservation holders have never owned an all-electric vehicle before, so we created this campaign for them to understand and feel confident in their vehicle while also be excited to join in on the electric revolution with us.”
Experience Lightning
F-150 Lightning™: Strike Anywhere is a 3D and augmented reality experience that allows users to view and learn about a virtual F-150 Lightning truck in their own environment with a smartphone.
Thirteen interactive animations inform them about key F-150 Lightning features, functions, and services, like the electric vehicle’s mega power frunk, battery range, interior connectivity, smart bed and towing capabilities, convenient charging solutions on the road and at home, and more.
Once users get acquainted with what F-150 Lightning offers, they can then have some fun by selecting their favorite color and trim package then placing an augmented-reality truck anywhere in their own environment – from their driveway to their job site.
F-150 Lightning™: Strike Anywhere is available today on Android and iOS mobile devices in the United States. Customers can also experience it on Ford.com, as well as on social platforms including YouTube, Instagram, Snapchat, and Reddit. The augmented reality experience is powered by Google Cloud. For more information, go to the Ford Lightning website.
“We’re proud to work with Ford to bring this innovative experience to life,” said Thomas Zaremba, Industry Director, Automotive, Google. “Ford continues to meet customers where they are – and that’s increasingly online. This campaign brings the F-150 Lightning to life in a new way, and serves as a natural extension of our broader collaboration to help transform Ford’s business and deliver new customer experiences.”
New to electric vehicles, new to Ford
More than 160,000 total retail reservations have been placed for the 2022 F-150 Lightning. This past summer, Ford sent a survey to retail reservation holders to learn more about who they are and what they want in an all-electric pickup. Results indicate F-150 Lightning is attracting those who will be first-time electric vehicle owners, as well as first-time Ford brand customers:
- 79 percent say F-150 Lightning will be the first battery-electric vehicle in their household
- More than half – 56 percent – say F-150 Lightning will be their first time ever owning a Ford vehicle
- California, Texas and Florida have the highest number of reservations per state
“Americans have trusted Ford trucks for years and now they are trusting F-150 to be their first battery-electric vehicle,” said Darren Palmer, general manager, Ford battery-electric vehicles. “It’s our job to continue engaging them and answering their questions about what the ownership experience will be like – which I guarantee is like nothing they’ve ever had before.”
All-electric F-150 Lightning will be available starting spring 2022. To learn more about the F-150 Lightning, click here for Lightning information..
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