With greater than 200,000 advance reservations for its first all-electric pickup, Ford is trying to dominate what has historically been one of many auto trade’s most worthwhile market segments.
Back in April, Ford CEO Jim Farley revealed the automaker will comply with the current launch of its full-size F-150 Lightning with a second all-electric mannequin. And a collection of recent trademark registrations within the U.S. and Europe recommend there may very well be a couple of new EV truck within the works, with Ford set to make use of both “Thunder” or “Lightning” badges — or maybe each.
Indeed, there’s been an ongoing debate about which of its two smaller pickups may be subsequent in line: the midsize Ranger or the newer compact Maverick. But the registrations Ford filed in each Europe and the U.S. recommend it could be prepared to affect each of them.
Bringing down Thunder and Lightning
The first transfer got here to gentle final week when it was found that Ford filed two trademark registrations with the European Union Intellectual Property Office, or EUIPO, for each a Ranger Lightning and a Maverick Lightning.
Curiously, Ford utilized a month earlier to register the title, “Thunder,” for all three of its pickups within the U.S. and Canada.
![Ranger Lightning Euro trademark](https://i0.wp.com/www.thedetroitbureau.com/wp-content/uploads/2022/07/Ranger-Lightning-Euro-trademark-1024x405.jpg?resize=788%2C312&ssl=1)
One needs to be cautious methods to learn trademark purposes. Automakers routinely file for names they intend to make use of, however in addition they transfer on names they need to shield, holding rivals from grabbing them. They’ll additionally hold on to names from the previous — which is why Tesla was unable to name the smaller of its two sedans the Model E, a reputation Ford has held onto for many years. Ford introduced earlier this yr it was utilizing Model e because the title of the division overseeing its electrical automobiles.
It may very well be attainable that Ford wish to use each Thunder and Lightning badges and never simply in several markets. But what appears clear is that it’s going to electrify its total pickup household, prime to backside, because it migrates away from inner combustion expertise over the approaching decade or so.
![Maverick Lightning Euro trademark](https://i0.wp.com/www.thedetroitbureau.com/wp-content/uploads/2022/07/Maverick-Lightning-Euro-trademark--1024x406.jpg?resize=788%2C312&ssl=1)
All-electric Ranger anticipated first
The normal consensus is that it’s going to first comply with the F-150 Lightning with an all-electric model of the Ranger.
Industry watchers consider that concept was designed into the newest technology of the midsize truck — and among the key drivetrain elements may very well be shared with the F-150. That would assist Ford acquire economies of scale driving down manufacturing prices for each pickups.
Intriguingly, there was hypothesis that Ford may additionally present an all-electric model of the Ranger to its erstwhile companion, Volkswagen. The two have teamed up on plenty of initiatives. Among different issues, VW is offering two battery-electric automobiles to Ford utilizing the German automaker’s versatile MEB structure. In flip, Ford is producing the Volkswagen Amarok pickup, which relies on the Ranger platform.
![Ranger Thunder U.S. trademark application](https://i0.wp.com/www.thedetroitbureau.com/wp-content/uploads/2022/07/Ranger-Thunder-U.S.-trademark-application-1024x431.jpg?resize=788%2C332&ssl=1)
How quickly Ford would possibly convey out an all-electric Ranger is unclear. In April, Farley appeared to say it could be assembled at Ford’s large new BlueOval City operation close to Memphis, Tennessee. That manufacturing advanced isn’t set to enter operation till mid-decade, nevertheless.
BlueOval City
Adding a wrinkle to its plans, BlueOval City is anticipated to debut with a second-generation F-150 Lightning that will use a brand new, devoted EV structure, slightly than the present platform which is a closely modified model of the common truck.
As for Maverick, the mannequin launched final yr featured a particularly versatile platform able to being powered by the traditional gasoline and hybrid methods at the moment supplied. But Ford officers indicated it may deal with all-electric drive, as nicely. It’s additionally attainable that it will definitely {that a} Maverick Lightning may migrate to a brand new and devoted EV structure.
![Maverick Thunder U.S. trademark application](https://i0.wp.com/www.thedetroitbureau.com/wp-content/uploads/2022/07/Maverick-Thunder-U.S.-trademark-application-1024x434.jpg?resize=788%2C334&ssl=1)
Whatever route Ford takes with electrical Ranger and Maverick fashions, it could possible provide varied trim packages and that would embody each retail and business variations.
That’s the strategy Ford has taken with the F-150 Lightning.
Some hypothesis has it that Ford is trying to additionally add a extra rugged, off-road devoted model of its electrical pickups. That may very well be the place Thunder is available in, serving to differentiate the battery-powered fashions from the present FX4 and Raptor badges used on its gas-powered pickups.
Source: www.thedetroitbureau.com