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Ford Electrifies Icons for U.S. Buyers Unfazed by Pump Prices

  • Carmaker seeks spark from Mustang-inspired plug-in SUV, F-150
  • Car buyer pump-pain threshold is double level 10, 20 years ago
An all-electric Ford F-150 prototype towing more than 1.25 million pounds of rail cars and trucks during a test.
An all-electric Ford F-150 prototype towing more than 1.25 million pounds of rail cars and trucks during a test.Source: Ford
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Ford Motor Co. says fear of high gas prices no longer motivates buyers to seek out low-emission vehicles, so it’s leveraging the reputations of its two most renowned models to spark interest in upcoming electric vehicles across its lineup.

“People are now used to $4- or $5-a-gallon gasoline. They might gulp at $5 gas, but they wouldn’t have the same reaction today as was occurring 10 or 20 years ago,” said Bob Taenaka, senior technical leader of Ford’s electrified vehicles. It would take pump prices rising to double those record levels to change consumer behavior, he said.