2022 Ford F-150 Lightning

On a special mini-episode of Jay Leno’s Garage, President and CEO of Ford Motor Company Jim Farley swings by to talk about the Ford F-150 Lightning. Jim talks with Jay about how the company needed to change their image in order to increase production and overall sales of the new all-electric truck. When others wanted to start small, Jim wanted to go big or go home while also making it affordable for customers.

There’s a delicate line that the company had to tow, being the best-selling truck and vehicle for four decades. They know their customer well, and they don’t like change. Check out the video below to hear how they are marketing the electric truck to their typically conservative consumer, and how they are using experience to inform strategy.

Source: Jay Leno’s Garage