ChasingCoral

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https://www.freep.com/story/money/c...lectric-demand-reservation-orders/7633277002/
Demand soars for Ford's all-electric F-150 Lightning: 100,000 orders placed
Phoebe Wall Howard
Detroit Free Press

Ford Motor Co. hit another milestone with its all-electric 2022 Ford F-150 Lightning.

The company has confirmed reaching 100,000 reservations since its global debut three weeks ago at world headquarters in Dearborn.

"We're super excited about the demand," Emma Bergg, Ford spokeswoman, told the Free Press on Thursday. "Reservations are getting added all the time."
The official order bank opens later this year, she said.

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The automaker accepts $100 refundable reservations to place an order for the 2022 pickup truck that will be built in a new $700 million plant at the Rouge Complex.
Making online refundable reservation orders is part of a new protocol for carmakers. Ford did the same with its all-electric Mustang Mach-E.

More:Ford team had to plead with Bill Ford to give back not-yet-released Mustang

More:How discontinued Maverick sedan evolved into Ford's newest little pickup

Meanwhile, Ford is touting its ability to recruit top talent to develop the latest digital technology as the company increases its all-electric and hybrid vehicle options.

Ford CEO Jim Farley has said the company will use data and software expertise on a scale the industry hasn't seen. This is a key part of a strategy to offer digital services and subscription revenue that changes car sales from a one-time transaction process.

More:Ford F-150 Lightning will be 1st all-electric pickup truck to offer full-size spare tire
More:Ford stock was cheaper than a sandwich. Now shareholders are gloating.

Industry analysts and the media have wondered whether the Ford team can find the talent it needs to lead a high-tech era.

Recruiting from Google
"At its core, at Ford we're solving big challenges, right? Tremendous challenges. We're sitting at a point the industry that's transforming and a company that's transforming. We find that getting the software talent into Ford with that kind of a challenge is actually an easy proposition," Alex Purdy, director of business operations, enterprise connectivity, told reporters during a call on Capital Markets Day on May 26.

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"I was trying to recruit somebody from Google just last week and they're coming from a business that encourages consumers to click on ads. We're coming from a business that is going to bring mobility to a whole new generation," he said.

"I think it's because of the challenge that we have success and we've had some really good luck getting the talent. But there's a lot more in front of us," Purdy said. "We have over 6,000 software engineers today at Ford and, of those, 600 of them have joined us really in 2021. We still have a lot more to go. But we think that the challenge, and the path we just laid out in terms of a strategy, is a compelling reason for talent to come and join us."
932d-Ford_F-150_Lightning_Pro_tailgagte_work_bench.jpg


Consumers have moved from enhancing technology at home to asking for more technology in their vehicles. That means carmakers need software engineering talent.

Silicon Valley companies have taken great pride in the quality of their software engineers, including all-electric carmaker Tesla.

Will those brilliant minds so in demand in California work for a legacy automaker?

"What we're learning as we go through this process ... it's not the talent outside Ford coming to Ford is a challenge, actually," Farley told reporters after his May 26 presentation to Wall Street analysts. "The challenge is reorienting Ford to think about software experiences before we think about anything else. That's the change. That's the really big opportunity for us ... throughout the organization."
b-44d1-925a-c0b3feec36f8-05192021_fordf150lightn2t.jpg


And while analysts and investors often ask about potential partners, Farley revealed different technology plans for retail customers and commercial customers.

When it comes to Ford Pro Business, "I don't think that ecosystem will be partnered. "That is something Ford will do," he said. "It's not one size fits all. We'll probably have a much smaller footprint of partners on the technology side because that's an ecosystem we want to build at Ford."


A surge in software engineers
The automaker had more than 7,000 software engineers in the U.S. and Canada working on design, architecture, data, testing and other technical and infrastructure roles as of Thursday, said Marisa Bradley, Ford spokeswoman.

Farley, who took the helm as CEO on Oct. 1, began the push to hire software engineers in a previous role at the company leading technology. Former CEO Jim Hackett announced in April 2019 an enhanced focus on new business, technology and big data.

"We have hired 600 software engineers this year alone, so that is certainly more than we have in one year before," Bradley said. "The push started before Jim Farley became CEO, but he was in the new business role, so he certainly was a catalyst."

Ford sells about 1 million Ford F-Series pickups each year.

More:Experiencing the Ford F-150 Lightning through the eyes of a young journalist
More:She is chief engineer of all-electric Ford F-150, leading a revolution

Contact Phoebe Wall Howard at [email protected] or call/text 313-618-1034.Follow her on Twitter@phoebesaid. Read more on Ford and sign up for our autos newsletter.





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F150ROD

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Awesome! Let's hope they can deliver.......
 

midmack

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I’m not sure if I read it correctly, but that is interesting that they are keeping the Ford Pro closer to chest and letting the extra tech specialists focus on the consumer products. That is probably part of the reason for the big jump between the pro and the XLT. R+D isn’t cheap.
 

Knickell

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Well... looks like the first year run estimate of approximately 70,000 trucks is already well over and accounted for then. Some folks might be getting pushed to 2023.
 

RLXXI

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Well... looks like the first year run estimate of approximately 70,000 trucks is already well over and accounted for then. Some folks might be getting pushed to 2023.
I knew there would be interest in the platform, had no idea it'd be so much so fast though. About 3 secs after the reveal I put in mine. Hopefully that puts me in the 1st tier of orders.

I do have to admit I'll miss that Borla growl on my current truck. 😁
 

beatle

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Ford CEO Jim Farley has said the company will use data and software expertise on a scale the industry hasn't seen. This is a key part of a strategy to offer digital services and subscription revenue that changes car sales from a one-time transaction process.
Dear God, really? I guess they don't care that customers overwhelmingly abhor subscription based models like this, especially on top of a large purchase. I shudder to think of what these guys are plotting.

"I was trying to recruit somebody from Google just last week and they're coming from a business that encourages consumers to click on ads. We're coming from a business that is going to bring mobility to a whole new generation," he said.
They are really just not even trying to hide it anymore. This article from a few weeks ago immediately came to mind:
https://www.motortrend.com/news/ford-billboard-ad-patent-system/

There are a lot of really cool things you can do with tech in a car, but Ford does not seem to be leaning into those. How about announcing wireless Android Auto support or native popular music streaming apps like Spotify, Pandora, or Amazon music? Advanced voice detection? Google Voice or iMessage text to speech integration? API access for the vehicle? Come on Ford. At least pretend that you're hiring these software engineers to deliver features to sell cars to your customers instead of extracting money from their wallets.

Maybe I'm going off the deep end a bit, but after seeing what Tesla can do to cripple a car remotely and other manufacturers have done (or at least attempted to do) to drain money from their customers after the sale, it's not a nice looking trend.
 

newF150

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Dear God, really? I guess they don't care that customers overwhelmingly abhor subscription based models like this, especially on top of a large purchase. I shudder to think of what these guys are plotting.



They are really just not even trying to hide it anymore. This article from a few weeks ago immediately came to mind:
https://www.motortrend.com/news/ford-billboard-ad-patent-system/

There are a lot of really cool things you can do with tech in a car, but Ford does not seem to be leaning into those. How about announcing wireless Android Auto support or native popular music streaming apps like Spotify, Pandora, or Amazon music? Advanced voice detection? Google Voice or iMessage text to speech integration? API access for the vehicle? Come on Ford. At least pretend that you're hiring these software engineers to deliver features to sell cars to your customers instead of extracting money from their wallets.

Maybe I'm going off the deep end a bit, but after seeing what Tesla can do to cripple a car remotely and other manufacturers have done (or at least attempted to do) to drain money from their customers after the sale, it's not a nice looking trend.
My take on the Google developers statement was that the developers they hire from Google need some reorientation to develop for vehicles.
 

beatle

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My take on the Google developers statement was that the developers they hire from Google need some reorientation to develop for vehicles.
You're probably right, though maybe Alex Purdy was having a freudian slip. :)
 

Knickell

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Dear God, really? I guess they don't care that customers overwhelmingly abhor subscription based models like this, especially on top of a large purchase. I shudder to think of what these guys are plotting.



They are really just not even trying to hide it anymore. This article from a few weeks ago immediately came to mind:
https://www.motortrend.com/news/ford-billboard-ad-patent-system/

There are a lot of really cool things you can do with tech in a car, but Ford does not seem to be leaning into those. How about announcing wireless Android Auto support or native popular music streaming apps like Spotify, Pandora, or Amazon music? Advanced voice detection? Google Voice or iMessage text to speech integration? API access for the vehicle? Come on Ford. At least pretend that you're hiring these software engineers to deliver features to sell cars to your customers instead of extracting money from their wallets.

Maybe I'm going off the deep end a bit, but after seeing what Tesla can do to cripple a car remotely and other manufacturers have done (or at least attempted to do) to drain money from their customers after the sale, it's not a nice looking trend.
In regards to the subscription based BS, God I hope not. That business model that have permeated numerous other industries is horrible. I for one HATE IT!!
 

Knickell

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I knew there would be interest in the platform, had no idea it'd be so much so fast though. About 3 secs after the reveal I put in mine. Hopefully that puts me in the 1st tier of orders.

I do have to admit I'll miss that Borla growl on my current truck. 😁
Reservations are a little different than orders in the bank, however, 100,000 units is a little more than 10% of total average F-Series sales over the last few years. That’s pretty significant for the electric platform.
 

newF150

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My take on the Google developers statement was that the developers they hire from Google need some reorientation to develop for vehicles.
But then again I don't doubt that they're looking at the billboard ad thing as something similar to what Waze does when you're stopped. Have those pop up ads for nearby stores but pop ups for billboards the system has read. Companies file patents all the time, it may or may not be something they do as well as taking into account how much customer backlash they could get. They could very well just license the IP to another company also. Could also be an opt in, as Blue Cruise is included for 3 years I believe and after that it's a subscription. Perhaps free if you activate billboard ads or pay for the subscription. Who knows. Time will tell.
 

Oneand0

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I think the 300 mile wasn’t a deterrent for most, because the average person doesn’t drive that far, or half that far in one day. The rise in gas and everything else is making people think how far they can go paying for electricity. Once the math is done it’s a no brainer, considering the distance you need to travel isn’t greater than what the battery can put out. For short range towing it’s going to be insane. I’m actually picking up my first electric vehicle next week and selling my 2013 Ford Explorer to cut my 20k mile commute a year gasoline cost from $4000 to less than $600.
 

sotek2345

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I think the 300 mile wasn’t a deterrent for most, because the average person doesn’t drive that far, or half that far in one day. The rise in gas and everything else is making people think how far they can go paying for electricity. Once the math is done it’s a no brainer, considering the distance you need to travel isn’t greater than what the battery can put out. For short range towing it’s going to be insane. I’m actually picking up my first electric vehicle next week and selling my 2013 Ford Explorer to cut my 20k mile commute a year gasoline cost from $4000 to less than $600.
What are you getting?
 
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ChasingCoral

ChasingCoral

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Dear God, really? I guess they don't care that customers overwhelmingly abhor subscription based models like this, especially on top of a large purchase.
Do you have data on this or are we just supposed to accept that you have a psychic ability to know what customers want?
 

Igotnoclevername

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Well... looks like the first year run estimate of approximately 70,000 trucks is already well over and accounted for then. Some folks might be getting pushed to 2023.
Why not, that's probably when I'm getting my Bronco as well.
 

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