djwildstar
Well-known member
- First Name
- Guy
- Joined
- Mar 14, 2023
- Threads
- 2
- Messages
- 237
- Reaction score
- 328
- Location
- Atlanta, GA
- Vehicles
- 2023 Lightning Lariat ER, 2023 Mach-E GTPE
- Occupation
- Information Security
More than the social media viewpoints, I think that a lot of truck buyers purchase their vehicles for what they hope to do (eventually), and wish they could do (if only ...). So for example, lots of people purchase Raptors but never take them off-pavement (it is estimated that only about 20% of off-road rigs are even driven off-road). The majority of drivers like the idea of being able to go off-road, even though they never actually do it.Ford bowed to social media viewpoints that what trucks are used for is only long distance towing. The Lightning already fits the every day use of most truck owners.
The BEV Lightning lacks some of these key wish-list features: you can't readily tow a max-size camper trailer 600 miles to a wilderness campsite; you can't do a coast-to-coast cannonball run; you can't take a weekend roadtrip on a whim and without a plan. The fact that most people don't do these things doesn't really matter -- people are buying the dream ("well, I could if I wanted to"), not the reality of actually doing it.
So overall, I do feel that the EREV Lightning is an important tool in Ford's sales arsenal. However, I also feel that it shouldn't come at the expense of the BEV Lightning.
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