from CNBC...
DETROIT – Ford Motor plans to differentiate its upcoming all-electric F-150 from expected pickups by Tesla and General Motors by building it for heavy-duty hauling and towing rather than recreation.
“While all other electric pickups are competing for lifestyle customers, the all-electric F-150 is designed and engineered for hard working customers that need a truck to do a job,” Kumar Galhotra, president of the Americas and international markets at Ford, said Wednesday during a media briefing.
Galhotra said it was important to Ford to retain the F-150′s reputation as a work truck when it rolls out its electric version in about two years. The F-150 and its larger siblings, collectively known as Ford’s F-Series, have been America’s bestselling pickups for 43 years and the nation’s top-selling vehicle for 38 years.
“We have a very substantial amount of brand equity in the ‘Built Ford Tough’ F-150 both in terms of design language, capability and the name itself,” he said....
“While all other electric pickups are competing for lifestyle customers, the all-electric F-150 is designed and engineered for hard working customers that need a truck to do a job,” Kumar Galhotra, president of the Americas and international markets at Ford, said Wednesday during a media briefing.
Galhotra said it was important to Ford to retain the F-150′s reputation as a work truck when it rolls out its electric version in about two years. The F-150 and its larger siblings, collectively known as Ford’s F-Series, have been America’s bestselling pickups for 43 years and the nation’s top-selling vehicle for 38 years.
“We have a very substantial amount of brand equity in the ‘Built Ford Tough’ F-150 both in terms of design language, capability and the name itself,” he said....
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