The F-150 Lightning is finally shipping — is Ford ready?

The first Ford F-150 Lightnings are rolling off assembly lines and headed to customers today, after almost a year of anticipation. The company’s second EV after the successful Mustang Mach-E is in a category of one for the moment — the only full-size electric pickup truck available right now.

Farley says Ford will have to stay focused on preorders for six months to a year, but then he wants to aggressively market the Lightning to people shopping for other truck brands. Truck owners are famously loyal, of course, but Farley thinks having an actual EV truck people can buy will entice switchers. “If you’re offering something and it can be, that’s a pretty big advantage,” he says. “And if you have a year in the market essentially to yourself, you gotta get after it.

The Lightning will ship with a new charging-locator map that identifies fast chargers and allows users to report broken or malfunctioning charging stations. “We’ve done a lot of benchmarking of our competitors’ algorithms to find a charger and there are others that were better than us,” says Farley. “It was very impressive to see what Hyundai did for their Ioniq 5.”

“I would give ourselves a C-plus,” on successful charge, says Farley. “The number of fast chargers is just going to take time. This will be like brushing our teeth — we’re never going to be done with this.” Of course, the biggest software change of all will come when Ford’s collaboration with Google on an entirely new Android-based Sync infotainment stack that has Google Maps and other services arrives next year. Ford has said “millions” of vehicles will run this new version of Sync by 2023, but Farley says it’s running behind schedule by “months.”

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