Ford's truck of the future looks quite familiar

Advertisements have always told us that by buying a new product, we can improve our life. More and more, however, they promise something...


Advertisements have always told us that by buying a new product, we can improve our life. More and more, however, they promise something different. Now they are suggesting that we can buy our way to maintain the lifestyle we already have, armed with products made from new materials (steel straws, hemp T-shirts) or redesigned so they don’t spit out. offensive exhaust (electric vehicles). The status quo, they promise, can stay – without so much ecological damage.

“Make It Revolutionary” joins this tradition and helps us see its blind spots. It’s no coincidence that Zhao gives pickup trucks more screen time than any other car, even though Ford’s first electric pickup won’t go on sale until next spring. In America, the company’s F-series pickup trucks have sold more than any other vehicle of any type for 39 consecutive years; pickup trucks make up about half of Ford’s total sales, and possibly an even higher percentage of its profits. This is what Ford customers want. But that doesn’t mean they are what customers should have. Microphones are, by most accounts, a threat. Compared to sedans, they are more likely to strike pedestrians and more likely to injure or kill those they strike. (Same goes for SUVs) Even powered by batteries, they will use more power than electric sedans (energy that can still come from fossil fuels), and their larger batteries will use more rare minerals and generate more chemical waste. A recent advertisement for the upcoming GMC Hummer electric “supertruck” appeared to celebrate this outsized impact, with CGI footage of a Hummer falling from the sky and crashing into a city street, creating a massive crater.

Internal combustion engines, like coal-fired power plants, single-use plastics and many more, must be phased out, on a faster schedule than any US company offers. Increasingly, however, experts agree that this should only be the beginning – that any vision for an environmentally sustainable future will need to involve far fewer cars, and smaller cars, and far fewer cars. driving, period. Similar transformations can be expected across the economy and in all of our lives. Any future we can believe in will be less desirable for what it shares with the past than for how it moves in new directions.

To achieve this, it will not be enough to simply replace our current purchases, and our current lives, with purchases that are a little more efficient. We will have to drop many old habits and replace them with new ones. This is, by definition, a revolutionary idea, but not the one you are likely to hear in an auto commercial anytime soon.


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Newsrust - US Top News: Ford's truck of the future looks quite familiar
Ford's truck of the future looks quite familiar
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