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That's according to a Ford president who was quoted saying "While all other electric pickups are competing for lifestyle customers, the all-electric F-150 is designed and engineered for hard-working customers that need a truck to do a job,” in an interview with CNBC.

Some key points from the CNBC post:
  • Ford plans to differentiate its upcoming all-electric F-150 from expected pickups by Tesla and GM by retaining the vehicle’s focus on work rather than recreation.
  • The F-150 is critical to Ford’s profitability as part of its F-Series pickups that generated about $42 billion in revenue last year.
  • Ford’s F-Series has been America’s bestselling pickup for 43 years and the nation’s top-selling vehicle for 38 years.
 
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