Ford Wants To Educate Customers About The F-150 Lightning With Augmented Reality Experience

Ford has partnered with Google to create the F-150 Lightning: Strike Anywhere experience, a 3D augmented reality tour of its electric truck that will “excite and educate” customers.

The experience uses a smartphone to superimpose 13 interactive animations over a user’s real-life space and teach them about the F-150 Lightning‘s key features, functions, and services. Strike Anywhere will show users information about battery range, interior connectivity, the smart bed, the truck’s towing capabilities, the mega power frunk, and more.

Once customers get acquainted with the electric pickup truck’s features, they can play around with different trims, colors, and more with an AR configurator that allows them to see what the F-150 Lightning of their dreams would look like in their driveway.

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“There is a tremendous amount of intrigue about what electric vehicles can do,” said Suzy Deering, chief marketing officer, Ford Motor Company. “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.”

The campaign was precipitated by research from Ford and Google. A recent survey of the more than 160,000 F-150 Lightning retail reservation holders indicated that nearly 80 percent have never owned an electric vehicle before and more than half have never owned a Ford before.

A Google and Ipsos research, meanwhile, shows that 58 percent of U.S. car shoppers considering a new vehicle in the next six months are considering a hybrid or electric vehicle. The F-150 Lightning: Strike Anywhere campaign seeks to inform those people.

“We’re proud to work with Ford to bring this innovative experience to life,” said Thomais Zaremba, Industry Director, Automotive, 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.”

F-150 Lightning: Strike Anywhere can be experienced on Android and iOS mobile devices in the U.S. as of today. Customers can also learn about EVs at Ford.com and on social media platforms.