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I think you’re drastically underestimating how immensely popular the Ford F-150 is. Every single person who wants a truck knows about the F-150 and I’d wager th

I think you’re drastically underestimating how immensely popular the Ford F-150 is. Every single person who wants a truck knows about the F-150 and I’d wager the vast majority who may purchase an EV know about the F-150 Lightning or will find out as they start hitting the streets and they see them in parking lots and at stoplights.

phinnaeus 4y ago
But what percentage of those F-150 owners know there is an EV version? Or put another way, how many of them can you convert to an EV version with effective advertising?
- eatonphil 4y ago
  At some point the f150 may be only electric? So maybe advertising isn't so important if people just want the model regardless of the engine.
  - phinnaeus 4y ago
    That's a great point, but I haven't heard when that is going to happen. Until then, IMHO ads shouldn't be discounted by Ford (this of course assumes that Ford actually wants to convert people from ICE to EV).
    - leereeves 4y ago
      The Lightning seems to be designed to convert F-150 buyers. It looks just like a regular F-150 and comes with features rural customers would love, like powering your house during blackouts and your tools away from an outlet.
      - throwaway0a5e 4y ago
        It's not designed to convert existing F150 buyers. It's designed to get the guy who has a Tesla and a Tacoma in his driveway and who sees fullsize domestic trucks as a penis extension for backwards hicks to trade both those in. This isn't about converting existing owners. It's about growing the potential market.
        MrMan 4y ago
        This is definitely false ! I can't speak to the motivation of buyers but Ford commissioned a lot of consulting in advance of developing the Lightning and they are obsessed with trying to convert existing customers to become EV buyers.
  - 35_candelas 4y ago
    They probably would appreciate a boost in sales if advertising can attract new customers (non truck & non Ford people). Ford might be trying to copy Tesla's strategy with marketing. However, the two companies target different populations and I feel Ford would benefit from advertising. This article shows us how many new customers Ford is attracting: https://www.motor1.com/news/552814/ford-lighting-customer-new-trucks/ https://www.motor1.com/news/552814/ford-lighting-customer-ne...
- deleted 4y ago
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- bombcar 4y ago
  Does it matter when they’re sold out for two+ years? If you can’t make more why bother trying to get more buyers right now?
  - wumpus 4y ago
    More demand now leads to more confident investment which leads to more actual growth in the end. Brand awareness advertising isn't only about orders today. It's about implanting the idea "Maybe I'll buy in EV in a couple of years when my truck wears out" in a consumer's head. It's only when demand is completely out of hand, or when you don't want to Osborne yourself, that you want to stop advertising.
- pavon 4y ago
  The 2022 F-150 Lightning preorders filled up very quickly and far exceeded Ford's initial production plans. They will be supply limited for several years. Why spend a bunch of money on advertising when you already have more customers than product?
- kasey_junk 4y ago
  Every single fleet sale in the country[0]. Tack on the transit electric and you’ve got enough work for the entire factory for years. [0]obviously hyperbolic but fleet electric makes so much sense because many are already centrally parked and the rest can be trivially recharged at home much easier than dealing with gas.
- okwubodu 4y ago
  I wouldn’t be surprised if over 50% were aware, but whether they’re strongly favorable enough to buy one at the moment is up in the air. There are a lot of F150s though, and the Lightning’s design is distinct enough that it advertises itself even with a tiny fraction of owners actually converting. Also, the ridiculous things people are going to try towing with that much torque will win some over as well.
beached_whale 4y ago
Having 220v out the rear to say and looking like a normal truck will help a lot. There are a lot of contractors who buy a lot of trucks and not needing fuel or the trucks or generators(no longer needed0 is a huge win. Plus they check off every single checkbox for a truck, minus the perceieved distance anxiety. They will sell very well
- happyopossum 4y ago
  Not disputing that these will sell really well, but you can get the same 220v out the tailgate of an ICE F-150 today, without waiting 2+ years for the privilege.
  - oh_sigh 4y ago
    Sure, but it's not exactly the same. For example, you can't get your 220v out of the tailgate if you're parked in a garage(or generally indoors).
deleted 4y ago
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phinnaeus 4y ago

But what percentage of those F-150 owners know there is an EV version? Or put another way, how many of them can you convert to an EV version with effective advertising?

eatonphil 4y ago
At some point the f150 may be only electric? So maybe advertising isn't so important if people just want the model regardless of the engine.
- phinnaeus 4y ago
  That's a great point, but I haven't heard when that is going to happen. Until then, IMHO ads shouldn't be discounted by Ford (this of course assumes that Ford actually wants to convert people from ICE to EV).
  - leereeves 4y ago
    The Lightning seems to be designed to convert F-150 buyers. It looks just like a regular F-150 and comes with features rural customers would love, like powering your house during blackouts and your tools away from an outlet.
    - throwaway0a5e 4y ago
      It's not designed to convert existing F150 buyers. It's designed to get the guy who has a Tesla and a Tacoma in his driveway and who sees fullsize domestic trucks as a penis extension for backwards hicks to trade both those in. This isn't about converting existing owners. It's about growing the potential market.
      - MrMan 4y ago
        This is definitely false ! I can't speak to the motivation of buyers but Ford commissioned a lot of consulting in advance of developing the Lightning and they are obsessed with trying to convert existing customers to become EV buyers.
- 35_candelas 4y ago
  They probably would appreciate a boost in sales if advertising can attract new customers (non truck & non Ford people). Ford might be trying to copy Tesla's strategy with marketing. However, the two companies target different populations and I feel Ford would benefit from advertising. This article shows us how many new customers Ford is attracting: https://www.motor1.com/news/552814/ford-lighting-customer-new-trucks/ https://www.motor1.com/news/552814/ford-lighting-customer-ne...
deleted 4y ago
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bombcar 4y ago
Does it matter when they’re sold out for two+ years? If you can’t make more why bother trying to get more buyers right now?
- wumpus 4y ago
  More demand now leads to more confident investment which leads to more actual growth in the end. Brand awareness advertising isn't only about orders today. It's about implanting the idea "Maybe I'll buy in EV in a couple of years when my truck wears out" in a consumer's head. It's only when demand is completely out of hand, or when you don't want to Osborne yourself, that you want to stop advertising.
pavon 4y ago
The 2022 F-150 Lightning preorders filled up very quickly and far exceeded Ford's initial production plans. They will be supply limited for several years. Why spend a bunch of money on advertising when you already have more customers than product?
kasey_junk 4y ago
Every single fleet sale in the country[0]. Tack on the transit electric and you’ve got enough work for the entire factory for years. [0]obviously hyperbolic but fleet electric makes so much sense because many are already centrally parked and the rest can be trivially recharged at home much easier than dealing with gas.
okwubodu 4y ago
I wouldn’t be surprised if over 50% were aware, but whether they’re strongly favorable enough to buy one at the moment is up in the air. There are a lot of F150s though, and the Lightning’s design is distinct enough that it advertises itself even with a tiny fraction of owners actually converting. Also, the ridiculous things people are going to try towing with that much torque will win some over as well.

beached_whale 4y ago

Having 220v out the rear to say and looking like a normal truck will help a lot. There are a lot of contractors who buy a lot of trucks and not needing fuel or the trucks or generators(no longer needed0 is a huge win. Plus they check off every single checkbox for a truck, minus the perceieved distance anxiety. They will sell very well

happyopossum 4y ago
Not disputing that these will sell really well, but you can get the same 220v out the tailgate of an ICE F-150 today, without waiting 2+ years for the privilege.
- oh_sigh 4y ago
  Sure, but it's not exactly the same. For example, you can't get your 220v out of the tailgate if you're parked in a garage(or generally indoors).

deleted 4y ago

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