Ford has been heavily investing in technologies that will bring about the future of mobility, such as electric and autonomous driving technology. The company has announced at an event in Detroit that it’s going to be making an all-electric F series pickup truck. It has been working on a hybrid version for the truck since 2015 but that project will remain completely separate from the all-electric version.
“We’re going to be electrifying the F-Series — battery electric and hybrid,” said Jim Farley, Ford’s president of global markets. He says that this move is going to “futureproof” this lucrative series for the company.
Industry observers see this as an unexpected move from Ford and feel that the company is taking steps to counter other companies in the market. It may have its sights on Tesla particularly which is believed to be mulling an electric pickup truck as well.
The F-Series is the crown jewel for Ford so it’s understandable that the company wants to be protective of its position in the market. The pickup makes up almost a third of Ford’s sales in the United States and happens to have an illustrious history behind it.
With the gains Tesla has achieved in other segments, it would be a mistake to think that it wouldn’t be able to replicate that in the pickup truck market as well. It’s unclear, though, when Ford will put an all-electric F-Series truck on the market.