May 20, 2021 On the day, Ford launched electric pickup in the US market, Ford F-150 Lightning. It is the first pure electric pickup car launched by Ford, which is used by the battery from South Korea SK. South Korea SK also hopes to promote cooperation with Ford to establish a joint venture battery enterprise in combination with Ford.
According to the report of foreign media in Reuters. On the same day, the United States and the global market leader Kemma Middot; Galdham Middot; Ford said: “It is difficult to announce the specific sales target.” But Ford is expected to exceed 40,000 F-150 Lightning this year.
To know that Ford F Series Picard is in the US market in the US market, the total sales volume is 780,000, 4,422. Now Ford is only 40,000 sales targets for its first pure electric pickup F-150 Lightning. This is obviously not compliant with Ford’s status in the pickup. So what is Ford thinking?
[1] Ford F-150 Lightning positioning is a close-up leather card, not a luxury leather card.
It is well known that Tesla has also released a pure electric pickup, and General Motors also released pure electric Humika. Then, the positioning of these two pickups is a high-end pickup, or it takes a personality route, or it is high-end luxury off-road route, and the price is very expensive. Compared with these two pickups, Ford F-150 Lightning is a reasonable private route, which is a pickup that everyone can buy.
Ford believes that only cost is reduced, providing the cheapest model to users is the only success of the electric pickup market.
[2] Ford F-150 Light NingIt is for commercial use, not personal use
F-150 Lightning target users are commercial purposes, not personal use. If you purchase an electric pickup for commercial purposes, you can get a federal tax credit for $ 7,500. In addition, Ford emphasizes that new cars have practicality, can be fully utilized in the industrial market, such as construction sites.
When Ford F-150 Lightning is released, many people are spitting its battery life. It is indeed 370 kilometers and 482 kilometers, respectively, which is really too short.
But Ford believes that the main use scenarios of this car are industrial use, such as in the construction site. It can be relatively convenient to charge the recharge. At the same time, if there is no electricity on the construction site, it can also be charged in reverse. Let Ford F-150 Lightning provide power to the site on the site.
At the same time, Ford F-150 Lightning also has a preface that provides a larger cargo reserve space.
[3] Ford F-150 Lightning price competitive advantage is obvious
The price is this car One of the biggest competitive advantages, the starting price of F-150 Lightning North America is $ 39,744. This price is expensive than the price of fuel, which is only less than $ 10,000. Ford car explained that the pure electric version is shared with a lot of components with the version of the internal combustion engine, so the price increase is not very obvious.
Tesla’s first pickup truck “ Cyber Truck ” starting at $ 39,900, and Ford F-150 Lightning is a competitive model. However, GMC Hummer EV, which is “super electric truck” is $ 79,995, a maximum price of $ 100,000. The price is too expensive.
[4] Ford plans to establish a battery factory with South Korea SK 
Ford and South Korea SK announced that they have signed The Memorandum of Understanding (Mou) contains details of “Blue Oval SK”, which is a joint venture (JV) for producing electric car batteries. The two companies announced the establishment of a battery joint venture before the Korean Summit.
The two companies plans to produce batteries in 2025 through joint ventures, and production is 60GWH per year. It is also expected to continue to reduce costs in the future through the production of batteries.