Can the F-150 Lightning Make EV Buyers Out of Traditionalists?
Will the Lightning's appealing features be enough to win over traditional truck owners?
Changing Perceptions
Without question, the biggest obstacle facing automakers and others trying to convince consumers that electric vehicles are superior to ICE-powered vehicles are traditional truck owners. Most EV pickups that have been revealed in recent months haven't done much to move that needle either, as many are expensive and unrealistic for many. Ford changed that with the introduction of the F-150 Lightning, but will it be enough to convince traditional truck buyers to make the switch?
Photos: Ford
Making Headway
Many believe that the F-150 Lightning is the key to making major headway in the truck market. For starters, it looks like a traditional truck, which is something that a lot of buyers covet. Aside from breaking the mold in that way, Ford is also focusing on the Lightning's advantages over its ICE-powered brethren rather than trying to sell it simply as a green, environmentally-friendly option.
Photos: Ford
>>Join the conversation about the F-150 Lightning EV right here in the Electric Vehicles Forums!
Focused on Capability
This is important because traditional truck buyers are mainly focused on capability. They need/want a vehicle that can tow and haul, and over the years, more consumers demanded a truck that could also haul the entire family in comfort. Ford has responded by continuously innovating the F-150 over the years, and today's example is one of the best all-around vehicles on the market.
Photos: Ford
>>Join the conversation about the F-150 Lightning EV right here in the Electric Vehicles Forums!
For Most, Not All
The Lightning's biggest limiting factor, like all-electric vehicles, is its range and the fact that charging its battery takes longer than filling up a tank of gas. But the vast majority of consumers don't drive long distances on a daily basis, and in that case, 300 miles of range is more than enough. Those that do haul heavy loads over long distances frequently won't find it as appealing, of course.
Photos: Ford
>>Join the conversation about the F-150 Lightning EV right here in the Electric Vehicles Forums!
Cost Advantage
On the flip side, Lightning buyers will find it much cheaper (and more convenient at home) to "fill up" than ICE-powered pickups. With gas prices rising and no end in sight, this is especially true. Electricity costs vary by geographical area, but are always cheaper than gas, in many cases significantly so, plus the lack of moving parts in EVs means lower operating costs in terms of maintenance and repairs, too.
Photos: Ford
>>Join the conversation about the F-150 Lightning EV right here in the Electric Vehicles Forums!
Cost Consideration
The last consideration here is price, and the Lightning simply can't compete with the ICE-powered F-150 lineup in that regard. Few consumers will be buying the sub-$40k commercial-oriented Pro model, and the electric pickup costs more across every trim level than its ICE equivalent. But the current $7,500 tax credit will help in that regard, and lawmakers are kicking around the idea of providing even more via rebates in the future.
Photos: Ford
>>Join the conversation about the F-150 Lightning EV right here in the Electric Vehicles Forums!
Final Verdict
One thing's for certain - the F-150 Lightning is, by far, the most appealing EV pickup on the market for truck traditionalists. It obviously isn't for everyone, but many will appreciate the advantages it offers over an ICE-powered equivalent. On the same token, battery and charging technology must improve before the Lightning is a true one-to-one replacement for its gas brethren.
Photos: Ford
>>Join the conversation about the F-150 Lightning EV right here in the Electric Vehicles Forums!
