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Ford Trademarks F-150 Flash, But What For?

Ford F-150 Flash trademark and Ford F-150 Lightning in the snow 13 photos
Photo: Ford / USPTO / edited
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Ford recently made the headlines over a huge government loan for building three battery factories in the United States. That's not surprising in the least because Dearborn's favorite son is currently pivoting to all-electric vehicles. The second-largest automaker of the Big Three in Detroit intends to discontinue internal combustion vehicles from its European lineup by 2030, and the Ford Motor Company is also all-in on the state of California's 2035 sales ban of fossil-fuel cars and trucks.
Given these circumstances, the Ford Motor Company is pouring billions of dollars into the development of two new vehicle architectures for unibodies (such as the second-generation Mustang Mach-E) and trucks (like the next-generation F-150 Lightning). It's further understood that Ford is looking into developing a third electric vehicle platform for compacts and subcompacts, moving away from the Volkswagen Group's MEB employed by the Explorer EV.

In the background, the Ford Motor Company has also filed a new trademark with the United States Patent and Trademark Office for F-150 Flash. Rather than a tie-up with Warner Bros. Discovery's DC Entertainment to promote the new superhero movie, this nameplate is likely connected to the Lightning.

Filed on June 16 for automobiles – including electric vehicles – Flash may refer to a performance-oriented electric truck. It may also stand for yet another trim level of the Lightning.

The recent flurry of hi-po concepts, including the SuperVan 4.2 for Pikes Peak, indicates that Ford is definitely considering a hi-po version of the Lightning. The big question is, will it roll out for this generation of the Lightning or the next?

As you already know, the F-150's electric sibling features independent rear suspension rather than leaf springs. It also comes with two drive units exclusively. Lesser trucks make do with a Coyote-shaming 462 horsepower and simply ridiculous 775 pound-feet (1,051 Nm). Higher up the spectrum, that would be 580 horsepower and the same kind of torque.

Recalled mere days ago for moisture build-up in the rear lightbar, the F-150 Lightning is America's favorite electric pickup for the time being. 16,375 units were delivered in 2022, and 2023 promises to be much better. Ford intends to triple production at the Rouge Electric Vehicle Center to 150,000 units by the end of 2023, which may be somewhat optimistic given this industry's ongoing supply chain difficulties.

Another tremendous problem of the F-150 Lightning is the relatively high price compared to fossil-fuel equivalents from the half-ton range. The work-oriented Pro is an eye-watering $20,000 more expensive than it used to be when the order books for the F-150 Lightning opened. At $59,974 before taxes and options, it's the very opposite of affordable.

The next grade up is $64,474 or $78,874 with the larger battery. Dubbed XLT, said trim level is currently listed with an estimated delivery window of October 2023. The Pro is completely sold out, which is only natural given how many private businesses and governmental agencies want the Pro.
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About the author: Mircea Panait
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After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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