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The mighty Ford F-150 could see a legitimate challenge in the near future, if the seasoned automaker neglects to adequately prepare for the arrival of two 100% electric vans on the market – the Tesla truck and the Rivian R1T.
The disruption of battery-powered vans was highlighted in a note from Morgan Stanley analyst Adam Jonas on Thursday. S addressing the company's investors, the analyst said that an electric pickup successfully launched by a new player like Tesla or Rivian "could be a serious problem for traditional builders based in Detroit. " With the arrival of compelling vehicles, Jonas pointed out Ford could lose the opportunity to gain a "first-mover advantage" in the electric vans market.
Promising Challengers
The arguments of the Wall St analyst are straight to the point, considering that the innate characteristics of electric vehicles, such as instant torque and generous towing capacity, are essential factors for the van market. The Rivian R1T, for example, is listed with a towing capacity of 11,000 pounds, although CEO, RJ Scaringe, said in a recent interview that the truck could tow well beyond its official rating. Thanks to the four electric motors of the R1T, the truck can also reach 100 km / h in just 3 seconds.
The Tesla truck, on the other hand, has been mentioned several times by Elon Musk in recent months. Last year, Musk hosted a brainstorming session on Twitter with its social media subscribers to list important features for van owners. At the end of the session, Musk noted that the Tesla truck would have two electric motors and a dynamic suspension, a range of 400 to 500 km per charge, a four-wheel steering, a 240-volt connection for heavy tools, and even an air compressor to operate other equipment. Musk also noted that the vehicle could tow up to 300,000 pounds.
Tesla acid test
Anyone who is skeptical about the potential disruptions of an electric vehicle does not need to look very far. Over the past year, the mid-size sedan of the Tesla Model 3 has virtually shaken the US passenger car market, creeping into ubiquitous vehicles like the Toyota Camry and dominating the revenue rankings. By the end of 2018, Model 3 was the best-selling luxury vehicle in the United States, although it was a sedan in a SUV and light truck market.
With a reasonably priced, well-equipped battery-powered pickup truck, automakers such as Tesla and Rivian could challenge even the biggest sellers in the US auto industry, including the Ford F-150. Of course, electric car manufacturers could limit their production, particularly given the demand for pickup trucks in the United States. In this perspective, Rivian has yet to prove itself, the production of the R1T has not started yet. Tesla, on the other hand, is already learning the art of mass production, as evidenced by its growing pains with the Model 3 ramp.
One way to maintain the status quo
Despite the upcoming challenge and the recent Wall Street warning, Ford has a way to maintain the status quo in the light truck market. Last month, Jim Farley, President of Ford Global Markets, announced that the F Series would switch to electricity. Farley went on to say that the decision to switch to a fully electric and hybrid power supply was one way to "sustain" the company's most successful line of vehicles.
If recent observations indicate, it seems that Ford is testing at least one electric prototype of the F-150. As noted in a recent observation, a camouflaged electric F-150 was seen charging at a station. The vehicle was very much like a regular truck, except for its load port and its higher ride height, which appeared to come from batteries installed under the vehicle. Provided that Ford does not display an inopportune hybrid by giving the F-150 electric poor specifications and poor range, the company could very well withstand the storm of the electric trucks that face it.
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