Detroit – Ford Motor Company plans to differentiate its upcoming All-Electric F150 from the pickups expected by Tesla and General Motors.

“While all other electric pickups compete with lifestyle consumers, the All-Electric F150 is designed and designed for hard-working customers who need a truck,” said Kumar Galhotra, Ford President for the US and International Markets. During a press conference on Wednesday.

Galhotra said it is important to maintain the F150’s reputation as a work truck when the electric version is released within two years. The F150 and its older siblings, collectively known as the Ford F-Series, have been the best-selling pickup truck in the United States for 43 years and the best-selling vehicle in the country for 38 years.

We have a significant amount of brand equity in the ‘Built Ford Tough’ F150 in terms of design language, capability and name, ”he said.

The The F-Series is critical to Ford’s profitability. Ford created 900,000 F-Series pickups sold in the US last year Revenue of about $ 42 billion, According to a study commissioned by Ford from the Boston Consulting Group. In 2019, Ford’s automotive revenue was $ 143.6 billion.

Electric F-150 – It will end in the middle of 2022 – Today’s pickups are expected to cost about half to maintain and operate, Ford said Thursday ahead of Ford announcing additional production details at a vehicle manufacturing plant in Michigan.

Like other electric pickups, Ford’s pickup expires months later GMC Hummer EV From GM, Tesla CyberTruck and Startups Such as Rivian And Lord’s Own Motors. It is hoped that all vehicles replacing Lordstown’s endurance pickup, which targets ship customers rather than individual customers, will be more “lifestyle” vehicles than work trucks. GM also confirmed plans for an electric Chevrolet pickup, which is expected to focus more on traditional truck customers than lifestyle buyers.

Tesla CEO at the unveiling of the company’s upcoming CyberTruck Elon Musk Ford picked up multiple jobs in pickups. He followed the unveiling Also tweeted a video Prototype of the Tesla truck dominating the Ford F150 in tug-of-war. This stunt caused a back-and-forth between Musk and Ford officials about the “Apple-to-Apple” competition.

Ford’s focus on an electric work pickup agrees that the company is trying to capitalize on a commercial business Billion 11 billion reorganization plan.

Galhotra said the electric F150 is also a truck that is very interesting to drive with rapid acceleration and other driving dynamics, but the performance capabilities are first and foremost. Although this vehicle looks different from the traditional model, it retains the overall features of the truck.

As previously announced, Ford plans to add 300 jobs Invest $ 700 million At the Diorbone truck plant near Detroit, the redesigned vehicles of the current F150, including hybrid models.