As Ford Moves Forward With Electric F-150 Preparations, Online Chatter Leaves It in the Dust

Steph Willems
by Steph Willems

The hottest vehicle segment that doesn’t yet exist — full-size electric pickups — continues to arouse interest online, though the nature of that buzz can’t be directly translated into future sales.

Lofty promises of future product may send investors and tech geeks into mouth-frothing displays of overreaction, but established automakers, regardless of what Silicon Valley disciples claim, stand a better chance of having their wares on the market before the upstarts. Ford’s upcoming F-150 EV is one of those products. Scheduled to arrive in the middle of 2022, the automaker is preparing a plant overhaul designed to slot the new variant into its next-generation truck’s assembly operation.

As reported by Bloomberg, Ford plans to idle its Dearborn, Michigan truck plant on September 7th to retool ahead of 2021 F-150 production, with the same work occurring at Kansas City Assembly come October. In addition to this work, the automaker plans to begin construction on an adjacent facility in Dearborn to handle the F-150 EV. The first prototypes should begin rolling out of that plant in 2021.

Pressure is high for Ford to bring the next-gen F-150 to market with none of the hiccups that plagued the botched roll-out of the 2020 Ford Explorer and Lincoln Aviator — a manufacturing, quality, and PR blunder that cost Ford’s former head of automotive, Joe Hinrichs, his job.

The downtime at both plants will also cost Ford vital F-150 output, so the push is on to pad pandemic-depleted inventories ahead of the work.

“We have good inventory of the current model F-150 and we’re building at a higher-than-normal rate to ensure our stocks remain high to continue to meet customer demand,” the automaker told Bloomberg.

But what about that online chatter mentioned earlier? Seems someone’s been doing some snooping. The Detroit Free Press, citing geocached July Twitter mentions, revealed just where the public’s buzz lies. The associated map shows which EV pickup people in each U.S. state talked about most last month, with General Motors and Ford failing to appear as any state’s number one. Go figure.

The five pickups that were mentioned include the Rivian R1T, Tesla Cybertruck, Bollinger B2, Nikola Badger, and Lordstown Endurance. None of these trucks are in series production yet; one (Bollinger) is a luxury model that reeks of bespoke construction, another doesn’t yet have a factory (Tesla), one has a factory but first needs cash to get off the ground (Lordstown), and yet another is a distant future promise dependent on the help of a unnamed, and likely undiscovered, established automaker for assembly (Nikola).

Ford, GM, and Rivian have plants and cash. Online interest is fickle, as the map shows. The home of GM and Ford, Michigan, shows the Rivian pickup as No. 1. At least the company has its headquarters there, with a plant in Illinois (which also ranked the company tops in Twitter traffic). Indeed, with the exception of a patriotic Ohio, Lordstown’s home base, and Pennsylvania, all states bordering the Great Lakes gravitated to Rivian.

Texas, where Tesla’s Cybertruck will be built, was more interested in Nikola. California, at least, saw the most interest go to Tesla’s upcoming wedge-with-a-bed. Tesla being headquartered there, and all. A small handful of states seemed to pine most for Bollinger, among them Louisiana, Missouri, Kentucky, and Maryland.

The significance of all this? Who knows. Online buzz, as previously stated, doesn’t necessarily translate into sales, and Ford has been quietest of all when it comes to that company’s future EV pickup. No wonder’s there’s radio silence. And so what if people are jawing about a ghost product online? It could make the company a hell of a lot more valuable by juicing its stock, but buzz is of limited value if that future product stands to be preceded by numerous other products of similar form and capability.

[Image: Ford, Tesla]

Steph Willems
Steph Willems

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  • Polka King Polka King on Aug 25, 2020

    Let's talk about this electric thing. They're saying load-carrying (probably not) trailer towing (probably not) trucks are going to be electric? They can't even make an mp3 player that runs for an 8-hour work day. I'd love a quiet lawnmower. It would have to be maybe four or five horsepower to spin the blade and the drive wheels. At about 750 watts per horse that's 3000 watts. For four hours' mowing that's 12 kW/hr. Can they do that? I don't think they can.

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    • Art Vandelay Art Vandelay on Aug 26, 2020

      @jack4x The real appeal is not having to drag out the extension cord or cutting it with the hedge trimmers. Batteries have progressed to the point that for most homes not sitting on a ton of land, they are just easier. My last non battery holdout is my 85 John Deere lawn tractor with a Kawasaki motor. I can't imagine it needing replacement anytime soon.

  • Harwester Harwester on Sep 18, 2021

    Kobalt is a very good brand. Thank you so much for this cool post.

  • Namesakeone If I were the parent of a teenage daughter, I would want her in an H1 Hummer. It would be big enough to protect her in a crash, too big for her to afford the fuel (and thus keep her home), big enough to intimidate her in a parallel-parking situation (and thus keep her home), and the transmission tunnel would prevent backseat sex.If I were the parent of a teenage son, I would want him to have, for his first wheeled transportation...a ride-on lawnmower. For obvious reasons.
  • ToolGuy If I were a teen under the tutelage of one of the B&B, I think it would make perfect sense to jump straight into one of those "forever cars"... see then I could drive it forever and not have to worry about ever replacing it. This plan seems flawless, doesn't it?
  • Rover Sig A short cab pickup truck, F150 or C/K-1500 or Ram, preferably a 6 cyl. These have no room for more than one or two passengers (USAA stats show biggest factor in teenage accidents is a vehicle full of kids) and no back seat (common sense tells you what back seats are used for). In a full-size pickup truck, the inevitable teenage accident is more survivable. Second choice would be an old full-size car, but these have all but disappeared from the used car lots. The "cute small car" is a death trap.
  • W Conrad Sure every technology has some environmental impact, but those stuck in fossil fuel land are just not seeing the future of EV's makes sense. Rather than making EV's even better, these automakers are sticking with what they know. It will mean their end.
  • Add Lightness A simple to fix, strong, 3 pedal car that has been tenderized on every corner.
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