I'm surprised they see spending less on advertising as part of their EV strategy. Copying Tesla in that regard might not work out the way they want it to. IMO Non-Tesla EVs are already facing an uphill awareness battle.
It's designed to get the guy who has a Tesla and a Tacoma in his driveway and who sees fullsize domestic trucks as a penis extension for backwards hicks to trade both those in.
This isn't about converting existing owners. It's about growing the potential market.
This article shows us how many new customers Ford is attracting: https://www.motor1.com/news/552814/ford-lighting-customer-ne...
It's only when demand is completely out of hand, or when you don't want to Osborne yourself, that you want to stop advertising.
[0]obviously hyperbolic but fleet electric makes so much sense because many are already centrally parked and the rest can be trivially recharged at home much easier than dealing with gas.
There are a lot of F150s though, and the Lightning’s design is distinct enough that it advertises itself even with a tiny fraction of owners actually converting.
Also, the ridiculous things people are going to try towing with that much torque will win some over as well.
They will sell very well
There are a lot of people who commute in a sedan and have a Tacoma or Odyssey that gets driven when needed and would replace both with a fullsize crew cab truck if it weren't for a little voice in the back of their head telling them that such a vehicle does not project an image that is appropriate for the kind of person who lives in a million dollar home with solar on the roof in a neighborhood dotted with black lives matter signs.
An EV variant drops that stigma and will attract a bunch moneyed buyers who previously would never have considered a fullsize truck. That's huge.
yep: https://carbuzz.com/news/ford-mustang-will-go-all-electric-i...
I genuinely doubt the average Cybertruck customer is planning on using for hauling anything more than kids and groceries.