Rivian is transformed to attack Europe with its electric pick-up

Ford will export the F150 Lightning, its electric pick-up, in Europe. More specifically in Norway, where almost 80 % of new vehicles sold in 2022 were devoid of combustion engine. The F150 Lightning will it be as successful as the Mach-E ?

Ford finally exports the F150 Lightning, its electric pick-up, but only in Norway for the moment

Ford will export the F150 Lightning, its electric pick-up, in Europe. More specifically in Norway, where almost 80 % of new vehicles sold in 2022 were devoid of combustion engine. The F150 Lightning will it be as successful as the Mach-E ?

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In October 2022, Ford France made us the good surprise to confide in-briefly-the keys to the F150 Lightning, the most badass of electric pick-ups. At the time, when the writing of Digital had raised the question of a possible marketing in Europe, even in France, the brand officials had replied that the question was being reflected.

Seven months later, the answer fell: yes. However, do not rush to your dealer, unless you live in Norway. Indeed, Ford decided to export its F150 Lightning first to the land of the minuit. The reason is simple, it is the country where electric vehicles are kings and thermal combustion vehicles heavily taxed. A paradox for the 12th world producer of oil.

This electrified policy made that in 2022, 79.3 % of new vehicles sold were without combustion engine, according to a report by the Norwegian road federation. In addition, the Ford Mustang Mach-E was, in 2021, the best-selling electric vehicle in Norway and remains in the top 5 sales. Norwegian customers represent 22 % of European sales in the American SUV.

Beyond the local conditions favorable to electricity, Ford has been overwhelmed by requests from Norwegians for whom the F150 Lightning fully responds to “chill“, The culture of relaxation in wilderness. Moreover, Per Gunnar Berg, the director general of Ford Norway, said that in “25 years at Ford, I have never seen such a passion and such a request from drivers to get the wheel of our F-150 Lightning. Customers have literally struck at my door and begged us to introduce the electric pick-up in Norway“”.

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Although Ford has decided to export its electric pick-up to Norway, the volumes-not communicated-will be restricted. Thus, only one configuration will be offered: the Launch Edition Latiat (double electric motor of 337 kW) with the FORD CAB Super Crew Cab and the Outdoor Anti -Matter Painting Blue. As for the price, it should start from € 102,000 with a battery with a capacity of 98 kWh. The first copies are expected in 2024.

On the other hand, Ford has not indicated if other European countries would have the chance to see his F150 Lightning disembark. The brand’s next electric vehicle will be exploring 2, a Europeanized version of the explorer based on the Volkswagen ID platform.3 and ID.4.

Reopening of command notebooks

This European landing follows the recent Ford announcement concerning the reopening of its order book after having strengthened its production tool in its Michigan factory (Red Electric Vehicle Center). This is a battery problem discovered in mid-February which had forced the brand with blue oval to stop the manufacture of its electric pick-up. She resumed on March 13. Ford took the opportunity to announce its intention to triple the production of Lightning and double that of the Mach-E in 2023.

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Rivian is transformed to attack Europe with its electric pick-up

Distributed for the moment that in the United States, the Rivian brand may well land in Europe. According to the remarks made on June 15, 2023 by Claire McDonough, financial director of the company, the SUV should be marketed between 35,000 and 55,000 euros. The R2 will be presented in early 2024. Its marketing on the European market should be effective by 2026.

R2, direct competitor of the Volvo Ex90 ?

With his little crossover to come, the manufacturer is looking for a way to position himself on this new market. With its 4.5 meters long, the R2 will be in direct competition with the Volvo Ex90, BMW IX, Kia EV9, Tesla Model Y or even the Hyundai Ioniq 7. The Rivian SUV will most likely be equipped with a lithium-fer-phosphate type battery, a technology that will lower costs.

With this new SUV, Rivian seeks to make volume. With the upcoming arrival of the Tesla Cybertruck, the arguments of the Ford F-150 Lightning and the 100 % electric Chevrolet Silverado The R1T has competition. The demand on the Rivian pick-up is clearly drop. R2 can therefore be the solution to unlock a new segment and increase sales at Rivian. In any case, this is the bet of the brand.

The success of SUVs in Europe

To reach a lower price level, Rivian will necessarily have to make concessions. That’s good, European consumer expectations are less high in terms of performance compared to the United States. Crossover should however keep an adventurous design, so dear to the company. SUVs have been immensely successful in Europe for a few years.

Between 2013 and 2020, the SUV market share doubled, from 19 to 38 % on the old contain. It is a type of model that checks many boxes among European consumers and the sales curve should not be reversed soon. Rivian knows it and wants to take advantage of it. Even brand pickups could land on the European market.

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