As the electric revolution accelerates across the industry, Ford is taking a proactive approach to helping inform shoppers as they embark on the journey to purchase their first battery-electric vehicle. A recent survey of F-150 Lightning retail reservation holders indicates nearly 80% have never owned a battery-electric vehicle before, while more than half have never owned a Ford. Research from Google and Ipsos show 58% of U.S. car shoppers considering a new vehicle in the next six months are considering purchasing or leasing a hybrid or fully electric vehicle1, and 83% spend up to three months researching before buying. The F-150 Lightning™: Strike Anywhere campaign will offer these knowledge-hungry customers an immersive, informative experience on the all-new F-150 Lightning.
“There is a tremendous amount of intrigue about what electric vehicles can do,” said Suzy Deering, chief marketing officer, Ford Motor Company. “At Ford, we want to show, not just tell since we believe educating customers on the full potential and capabilities of electric vehicles helps them make the transition from traditionally powered vehicles to all-electric ones. Nearly 80% of our F-150 Lightning™ reservation holders have never owned an all-electric vehicle before, so we created this campaign for them to understand and feel confident in their vehicle while also be excited to join in on the electric revolution with us.”
F-150 Lightning™: Strike Anywhere is a 3D and augmented reality experience that allows users to view and learn about a virtual F-150 Lightning truck in their own environment with a smartphone. Thirteen interactive animations inform them about key F-150 Lightning features, functions and services, like the electric vehicle’s mega power frunk, battery range, interior connectivity, smart bed and towing capabilities, convenient charging solutions on the road and at home, and more.
Once users get acquainted with what F-150 Lightning offers, they can then have some fun by selecting their favorite color and trim package then placing an augmented-reality truck anywhere in their own environment – from their driveway to their jobsite.
F-150 Lightning™: Strike Anywhere is available today on Android and iOS mobile devices in the United States. Customers can also experience it on Ford.com, as well as on social platforms including YouTube, Instagram, Snapchat and Reddit. The augmented reality experience is powered by Google Cloud.
“We’re proud to work with Ford to bring this innovative experience to life,” said Thomais Zaremba, Industry Director, Automotive, Google. “Ford continues to meet customers where they are – and that’s increasingly online. This campaign brings the F-150 Lightning to life in a new way, and serves as a natural extension of our broader collaboration to help transform Ford’s business and deliver new customer experiences.”
New to electric vehicles, new to Ford
More than 160,000 total retail reservations have been placed for the 2022 F-150 Lightning. This past summer, Ford sent a survey to retail reservation holders to learn more about who they are and what they want in an all-electric pickup. Results indicate F-150 Lightning is attracting those who will be first-time electric vehicle owners, as well as first-time Ford brand customers:
- 79% say F-150 Lightning will be the first battery-electric vehicle in their household
- More than half – 56% – say F-150 Lightning will be their first time ever owning a Ford vehicle
- California, Texas and Florida have the highest number of reservations per state
All-electric F-150 Lightning will be available starting spring 2022. To learn more about the F-150 Lightning, click here.