#ElectricF-Series

Ford has really been hyping the upcoming F-Series EV this week by assuring customers the new pickup will make the gas-powered one look like the unsightly substance you cough into the sink every morning. Not only with the electrified F-150 come with more power than your standard Ford truck, but it’ll also be cheaper to own and operate — once you get past the higher purchasing price, of course.

The automaker is spending a whopping $700 million to add EV production facilities at the Dearborn Truck Plant on top of the lofty cost of development, so it’s going to tell you whatever it takes to get you to buy one. It has to recoup those expenses somehow and, unless it’s a bald-faced lie, the automotive industry always seems willing to be “extremely optimistic” about a vehicle prior to launch. Unfortunately, Ford has to remain slightly more grounded than some of its peers because the electric F-150 isn’t so completely novel that the manufacturer can claim it will totally transform the driving experience or makes ludicrous suggestions about it driving itself.

We already have an F-150 and people seem to think it’s good enough to warrant nearly a million sales per year. The electric version is a spin-off Ford wants us to understand builds on those strengths.