Ford Media Center

F-150 Lightning ‘Can Strike Anywhere’ with New 3D, Augmented Reality Experience by Ford and Google

  • With more than 160,000 reservations for the F-150 Lightning™ truck, Ford has created the “F-150 Lightning™: Strike Anywhere” augmented reality experience in collaboration with Google to excite and educate customers
  • 3D animations aim to educate F-150 Lightning™ shoppers around key elements of the all-electric pickup – from its mega power frunk to optimizing battery range
  • F-150 Lightning™ has more than 160,000 reservations and most reservation holders are new to electric vehicles while more than half are new to Ford

DEARBORN, Mich., Nov. 9, 2021 – The F-150 Lightning™ is the truck of the future and now you can bring the F-150 Lightning™ truck to life anywhere – right from the palm of your hand. In collaboration with Google, Ford is launching the “F-150 Lightning™: Strike Anywhere” visual experience for reservation holders, enthusiasts and vehicle shoppers who are excited to understand all of the benefits of an all-electric Built Ford Tough pickup.

As the electric revolution accelerates across the industry, Ford is taking a proactive approach to helping inform shoppers as they embark on the journey to purchase their first battery-electric vehicle. A recent survey of F-150 Lightning retail reservation holders indicates nearly 80% have never owned a battery-electric vehicle before, while more than half have never owned a Ford. Research from Google and Ipsos show 58% of U.S. car shoppers considering a new vehicle in the next six months are considering purchasing or leasing a hybrid or fully electric vehicle1, and 83% spend up to three months researching before buying. The F-150 Lightning™: Strike Anywhere campaign will offer these knowledge-hungry customers an immersive, informative experience on the all-new F-150 Lightning.

“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. Nearly 80% 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.”

Experience Lightning

F-150 Lightning™: Strike Anywhere is a 3D and augmented reality experience that allows users to view and learn about a virtual F-150 Lightning truck in their own environment with a smartphone. Thirteen interactive animations inform them about key F-150 Lightning features, functions and services, like the electric vehicle’s mega power frunk, battery range, interior connectivity, smart bed and towing capabilities, convenient charging solutions on the road and at home, and more.

Once users get acquainted with what F-150 Lightning offers, they can then have some fun by selecting their favorite color and trim package then placing an augmented-reality truck anywhere in their own environment – from their driveway to their jobsite.

F-150 Lightning™: Strike Anywhere is available today on Android and iOS mobile devices in the United States. Customers can also experience it on, as well as on social platforms including YouTube, Instagram, Snapchat and Reddit. The augmented reality experience is powered by Google Cloud.

“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.”

New to electric vehicles, new to Ford

More than 160,000 total retail reservations have been placed for the 2022 F-150 Lightning. This past summer, Ford sent a survey to retail reservation holders to learn more about who they are and what they want in an all-electric pickup. Results indicate F-150 Lightning is attracting those who will be first-time electric vehicle owners, as well as first-time Ford brand customers: 

  • 79% say F-150 Lightning will be the first battery-electric vehicle in their household
  • More than half – 56% – say F-150 Lightning will be their first time ever owning a Ford vehicle
  • California, Texas and Florida have the highest number of reservations per state

“Americans have trusted Ford trucks for years and now they are trusting F-150 to be their first battery-electric vehicle,” said Darren Palmer, general manager, Ford battery-electric vehicles. “It’s our job to continue engaging them and answering their questions about what the ownership experience will be like – which I guarantee is like nothing they’ve ever had before.”

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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1 Google/Ipsos, “US Dealer Study 2021,” March 2021 – April 2021, Online survey, US, n=325 next 6 month new vehicle considerers, (Online Americans 18+).


About Ford Motor Company

Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, committed to helping build a better world, where every person is free to move and pursue their dreams.  The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities and always-on relationships with customers to enrich experiences for customers and deepen their loyalty.  Ford develops and delivers innovative, must-have Ford trucks, sport utility vehicles, commercial vans and cars and Lincoln luxury vehicles, along with connected services.  The company does that through three customer-centered business segments:  Ford Blue, engineering iconic gas-powered and hybrid vehicles; Ford Model e, inventing breakthrough EVs along with embedded software that defines exceptional digital experiences for all customers; and Ford Pro, helping commercial customers transform and expand their businesses with vehicles and services tailored to their needs.  Additionally, Ford provides financial services through Ford Motor Credit Company.  Ford employs about 176,000 people worldwide.  More information about the company and its products and services is available at

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