The milestone was achieved in about three weeks since the unveiling on May 19, 2021 (see the debut post and features here) and it's a huge success.
A reservation requires a $100 fully-refundable deposit.
That would explain why Ford is now considering also a smaller electric pickup, possibly based on the all-new Maverick model. Customers want electric pickups - surely not all, but it's such a big market segment that demand is probably overwhelming.
Let's take a step back to take see a broader picture of how the reservations progressed:
- 20,000 in 12 hours (May 20)
- 44,500 in 48 hours (May 21)
- 70,000 in about 8 days (May 27)
- 100,000 in about three weeks (June 9)
Initially, Ford unveiled the general version of the Ford F-150 Lightning (see EV specs and prices here), without all the details and pricing data. We guess that additional demand was sparked by the commercial version: Ford F-150 Lightning Pro, announced on May 24.
The commercial version starts at $39,974 (MSRP) with the Standard-Range Battery, while the Extended-Range Battery increases the price by $10,000 to $49,974. The retail version also starts at $39,974, but we don't know the price of the Extended-Range Battery version.
Judging from the initial sales results of the Ford Mustang Mach-E and the high number of reservations of the Ford F-150 Lightning, we guess that Ford's strategy to electrify its top models is correct. Probably the Ford E-Transit will also sell well. If so, then Ford probably will proceed forward, maybe with Bronco?
That's good news for the EV market and a much better situation than 5-10 years ago when all we saw was the compliance Ford Focus Electric and a few plug-in hybrids.