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Ford Mustang GT-H: We have one. You want it, because it's about as special as it gets
by Dominik Bärlocher
The Ford F-150 pickup truck goes electric: will the 755 PS Shelby be pushed into the backseat?
18.9.2020
Translation: Veronica Bielawski
Pictures: Giosue Ceniviva
Ford has announced that it’s turning the Ford F-150 pickup truck electric. The car manufacturer is pulling a risky financial manoeuvre by bestowing an established brand name on it. With the help of its image and marketing, Ford is trying to cushion 700 million in investments two whole years before the launch.
The potentially most powerful pickup truck in the world is to make its debut in 2022. Because that’s the year Ford will launch a model of the F-150 pickup truck that will even outshine the supercharged Shelby version.
The Ford F-150 is going electric.
Ford is not just putting the pedal to the metal towards a petrol-free future, but it’s also trying to get a piece of the electric-pickup-truck pie.
The impending invasion of the pickups
Aside from a few archaic companies, the automotive industry has either already occupied a solid spot in the electric market or is preparing to make an entrance. There’s the Hyundai Kona, the JAC e-S2, the BMW i3, the Jaguar i-Pace and so on.
And then there’s Tesla.
Also in 2022, the F-150 is expected to make its electric debut. Unlike the Ford Mustang Mach-E, the electric F-150 is still waiting for its official name. But «F-150 Mach-E» sounds good, in my humble opinion.
Once pickups are revolutionized, trucks are next in line. Tesla is already working on its Semi truck. The Nikola One is already lined up to preventively steal Tesla’s thunder. Hah, hah. Nikola Tesla. Cheeky. I like it.
Between marketing and tradition
If this «cool car» now becomes electric, it’s way more imposing than if Ford were to bring out some «Ford ElectroVolt», or whatever. It’s marketing on another level. And Ford sure is playing it up.
Yes, this video is corny. But that makes it all the more effective. The narrative’s logic is conclusive, makes you want more, and somehow you forget that the ultra-cool, sporty pony car has morphed into a kind of SUV.
The F-150 Mach-E bears the name of the enterprise’s «biggest moneymaker». The electric version of the loud, large and mighty truck is due to take a leaf out of its petrol-powered predecessor’s book.
Journalist. Author. Hacker. A storyteller searching for boundaries, secrets and taboos – putting the world to paper. Not because I can but because I can’t not.
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