Norway is known for its love of electric vehicles, but the latest craze is not a sleek sedan or a compact hatchback. It's a full-size pickup truck: the 2023 Ford F-150 Lightning. The all-electric version of America's best-selling vehicle has generated overwhelming interest in Norway, where more than 15,000 customers have placed reservations for the truck since it was unveiled in May 2021.
That's more than half of the total reservations Ford has received in Europe, and a significant number considering that Norway has a population of only 5.4 million people.
So what makes the 2023 Ford F-150 Lightning so appealing to Norwegian buyers? Here are some possible reasons:
- It's powerful and practical. The 2023 Ford F-150 Lightning offers up to 563 horsepower and 775 lb-ft of torque, making it capable of towing up to 10,000 pounds and hauling up to 2000 pounds. It also has a range of up to 300 miles on a single charge, and can recharge up to 80 percent in about 40 minutes using a fast charger. Plus, it has a spacious cabin, a large frunk (front trunk), and a host of smart features like Pro Power Onboard, which can supply up to 9.6 kilowatts of electricity to power tools, appliances, and even other vehicles.
- It's affordable and eco-friendly. The 2023 Ford F-150 Lightning starts at $39,974 in the U.S., which is comparable to the price of a gasoline-powered F-150. In Norway, however, electric vehicles enjoy significant tax incentives and exemptions from tolls, parking fees, and ferry charges, making them even more attractive. Moreover, electric vehicles help reduce greenhouse gas emissions and air pollution, which are important goals for Norway, which aims to become carbon neutral by 2030.
- It's a cultural phenomenon. The F-150 is not just a vehicle, it's an icon of American culture and lifestyle. For many Norwegians, owning an F-150 is a way of expressing their individuality, adventurous spirit, and affinity for the U.S. As one Norwegian customer said, "I have always dreamed of having a pickup truck. It is something very exotic in Norway." The electric version of the F-150 adds a modern twist to the classic truck, making it even more appealing to younger and tech-savvy buyers.
Ford is not the only automaker that sees potential in the Norwegian market for electric pickup trucks. Rivian, Tesla, and GMC are also planning to launch their own models in the near future. But Ford has a clear advantage: it already has a loyal fan base and a strong dealer network in Norway, where it has been selling cars since 1912.
Ford expects to start delivering the first units of the 2023 Ford F-150 Lightning to Norwegian customers in mid-2023. The truck will be built at Ford's Rouge Electric Vehicle Center in Dearborn, Michigan, and will be shipped overseas via cargo ships.
The price of the 2023 Ford F-150 Lightning electric pickup truck in Norway has not been announced yet, but it is estimated to be around 600,000 NOK ($66,000 USD) based on the current exchange rate and tax calculations.
Ford hopes that the success of the 2023 Ford F-150 Lightning in Norway will inspire other European countries to embrace electric vehicles as well. As Ford of Europe, President Stuart Rowley said, "Norway is showing the world how to transition to an all-electric future."