The Dearborn-based automaker already has more than 160,000 reservations for its all-electric pickup, the F-150 Lightning, but what makes senior management even happier is surely the fact that more than half of those potential customers – a reservation does not automatically turn into a sale – will be new to the Ford family.
In fact, a survey of these reservation holders was conducted over the summer and 56% of them will be experiencing a Ford product for the first time. What’s more, the survey also revealed that 79% of these respondents will be driving their first electric vehicle in their household. Canadian statistics are not available, but at the time of writing, the three U.S. states with the highest number of reservations are California, Texas and Florida.
To accelerate electric car adoption – or to help consumers in their search for their first or next electric vehicle – Ford is launching a campaign called “F-150 Lightning: Strike Anywhere”.
The campaign aims to educate not only reservation holders of the electric truck, but also consumers curious about the benefits of such a vehicle. The automaker will use augmented reality to show what the electric pickup is capable of via their smart device in the comfort of their home. Ford has prepared 13 interactive animations that describe the many facets of the important new model for the American automotive industry.
The curious will even be able to select their favorite color and “park” the vehicle in their driveway or at their workplace. This new augmented reality experience is already available on Android and iOS devices in the U.S., but can also be found on Ford.com, in addition to social media platforms like YouTube, Instagram, Snapchat and Reddit.