On 19 May, Ford Motor Co. announced its upcoming all-electric F150 lightning. The vehicle will be available for sale in late 2022 and was touted by CEO Jim Farley as the future of Ford. The electric F150 will be available in a variety of trim levels starting from a base “work truck” package priced under US$40,000 up to the fully loaded version priced at around US$90,000. How does Ford’s truck match up to competitors? Will this change the future for Ford? Does it overcome the challenges of electrifying the pick-up truck market?