Ford is going on the offensive to defend its highly profitable pickup franchise from emerging all-electric truck competitors such as Tesla. The company on Tuesday released an EV pickup prototype capable oftowing more than 1 million pounds.
is an uncommon practice for Ford, which traditionally wouldn't publicize much, if anything, about a vehicle that remains years away from production. It shows the importance Ford has on retaining its sales leadership with F-Series, even for all-electric trucks, according to Michelle Krebs, senior analyst with Cox Automotive.
"F-Series is everything to Ford. It is the cash cow of Ford," Krebs said. "The company would be a niche automaker if it didn't have F-Series." Ford's overall business heavily depends on its F-Series truck, which has been the America's best-selling truck for 42 years and the country's best-selling vehicle for 37 years. Ford sold more than 1 million F-Series trucks globally in 2018, averaging a sale every 29.3 seconds.
"We are dead serious about delivering an electric pickup truck that again sets an all-new bar for what light duty trucks can deliver — not in the science project sense, but in the reality of what tough trucks need to do," Cannis wrote. While all-electric vehicles remain a niche market and no major automaker has released an all-electric pickup, buzz around EV pickups has increased as non-traditional automakers such as Tesla and
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