The F-150 Lightning electric pickup owes its breakout success to the humble electric cargo van. Ford's head of EV explains the strategy. Presented by AlightSolutions
But Ford's pitch focused on the costs of not switching to electric.
"We do not want you to get into a position that you regret," Palmer recalled telling the buyers."If your competitor buys electric vans and you don't, in less than a year they will be able to undercut you so greatly that you won't even have a profit margin left in that business." Ford said the E-Transit could enable buyers to offer lower prices and outperform their competitors. And it highlighted that its EVs were priced comparably with gas-powered vehicles after factoring in government incentives; the E-Transit started at under $45,000.Palmer compares his work at Ford with a key moment in the
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