2019 Graduate Student Showcase

Title of Submission

Ford Motor Company Light-Truck Electric-Vehicle Go-to-Market 2020 Plan

Degree Program

Business Administration, MBA

Major Advisor Name

Trisha Lamb

Type of Submission

Scholarly Poster


This paper investigates and expands the January 2019 announcement of Ford Motor Co. to sell an Electric Vehicle (EV) truck into a marketing plan. Methods include data and research from sources such as the EPA, Ford fleet sales, and the Department of Energy to project EV truck sales and position the product. The objectives of the plan include (1) first auto manufacturer to market an EV Light Truck (LT), and (2) sell more than 35,000 units within the first year. The budget will be 27.3 million based on standard percentage of sales.

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