Ford Launches Informational AR Experience for F-150 Lightning

Ford Motor Co. in Dearborn today announced the “F-150 Lightning: Strike Anywhere” 3-D augmented reality visual experience for reservation holders, enthusiasts, and vehicle shoppers who want to learn about the benefits of an all-electric pickup.
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F-150 Lightning Strike Anywhere AR/3D Experience
Ford has launched “F-150: Strike Anywhere,” a 3D augmented reality informational experience for electric vehicle shoppers. // Courtesy of Ford Motor Co.

Ford Motor Co. in Dearborn today announced the “F-150 Lightning: Strike Anywhere” 3-D augmented reality visual experience for reservation holders, enthusiasts, and vehicle shoppers who want to learn about the benefits of an all-electric pickup.

A recent survey of F-150 Lightning retail reservation holders indicates nearly 80 percent have never owned a battery-electric vehicle before, while more than half have never owned a Ford. Research from Google and Ipsos show 58 percent of U.S. car shoppers considering a new vehicle in the next six months are considering a hybrid or fully electric vehicle.

“There is a tremendous amount of intrigue about what electric vehicles can do,” says Suzy Deering, CMO of Ford. “At Ford, we want to show, not just tell since we believe educating customers on the full potential and capabilities of electric vehicles helps them make the transition from traditionally powered vehicles to all-electric ones.

“Nearly 80 percent of our F-150 Lightning reservation holders have never owned an all-electric vehicle before, so we created this campaign for them to understand and feel confident in their vehicle while also be excited to join in on the electric revolution with us.”

“F-150 Lightning: Strike Anywhere” will allow users to view and learn about a virtual F-150 Lightning truck in their own environment with a smartphone. Thirteen interactive animations inform views about features on the vehicle, including the EV mega power frunk, battery range, interior connectivity, smart bed, and towing capabilities, and charging solutions.

Users will also be able to select their favorite color and trim package before placing the AR truck anywhere in their own environment — from the driveway to the jobsite. The experience, powered by Google Cloud, is now available on Android and iOS mobile devices in the U.S., as well as on Ford.com, YouTube, Instagram, Snapchat and Reddit.

“We’re proud to work with Ford to bring this innovative experience to life,” says Thomais Zaremba, industry director of automotive at Google. “Ford continues to meet customers where they are – and that’s increasingly online.

“This campaign brings the F-150 Lightning to life in a new way and serves as a natural extension of our broader collaboration to help transform Ford’s business and deliver new customer experiences.”

The all-electric F-150 Lightning will be available starting spring 2022. To learn more about the F-150 Lightning, click here.

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