F-150 Lightning Strikes Again: Ford’s EV Pickup May Revive a Classic Name


F-150 Lightning Strikes Again: Ford’s EV Pickup May Revive a Classic Name

The upcoming all-electric Ford F-150 pickup truck will revive the “Lightning” name, per a source cited by Car and Driver. Ford hasn’t used the Lightning name on a production vehicle since the early 2000s when it was applied to the sportiest version of the F-150. A quick dive into the U.S. Patent and Trademark Office database shows that the automaker recently applied for and was granted the Lightning word mark in 2018.

Ford has been resurrecting classic names for new versions of its “icons” lineup: namely those related to the Mustang and the Bronco. On the former, Ford has leveraged the “Mach” name for its electric Mustang-branded Mach-E SUV and the gas-fed Mach 1 coupe; for the latter, Ford both revived the Bronco nameplate for its Jeep Wrangler-fighting 4×4 and slapped the “Bronco Sport” name on a smaller car-based compact crossover. The idea is to leverage these iconic names to sell more vehicles beyond the core Mustang and Bronco lineups by building each nameplate into compelling standalone sub-brands.

For the electric F-150, which has been widely publicized as going on sale in 2022, the Lightning name is almost too perfect. The Lightning logo incorporates a distinctive lightning bolt beneath the letters—a visual seemingly better suited to an EV than a high-output, gas-fed sport pickup truck. Folks also will recognize the Lightning name, ensuring Ford’s electric F-150 enters the arena with a tailwind of interest. This is similar to how General Motors brought back the Hummer name for its new GMC-branded electric pickup truck and SUV models. For the full story, check out this article from Motor Trend.

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