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Ford announced in January that it was considering developing a 100% electric version of its F-150 pickup truck.
The F-150 electric, which has no release date yet, will face competition from established automakers such as General Motors and more recent companies like Tesla and Rivian. In June, Tesla CEO Elon Musk said the electric car manufacturer's van will start at under $ 50,000 and outperform an F-150 and a Porsche 911.
"When you've been the leader for 42 years, everyone is targeting you, and it's not new to anyone to look at the F-150 as a reference and talk about it," he said. said Brian Bell, marketing manager at Ford. for the F-150 and Ranger trucks, said Business Insider.
Bell added that Ford regarded Tesla as a "credible competitor" and would study the company, just as it studies the rest of its rivals. But Tesla's intentions will not change the way Ford approaches the electric F-150, Bell said.
"I would not tell you that [Musk’s] comments will adjust everything we do, "he said.
Read more: According to the marketing manager of the best-selling truck in the United States, customers of the Ford F-150 above all wish to be able to tow.
For some customers, the electric F-150 may have some advantages over gasoline models, Bell said.
These benefits include not having to drain oil and being able to charge at home.
"You see that customers are looking for benefits for electric vehicles," Bell said.
But as with any change to the F-150, such as the introduction of the EcoBoost engine and an aluminum body, Ford will have to prove to customers that an electric powertrain is capable, durable, reliable and makes the truck "a better tool for the work they do," Bell said.
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