Ford already has 20,000 reservations for brand new electrical F-150 Lightning pickup

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Jim Farley, chief executive officer of Ford Motor Company, poses next to the newly unveiled F-150 Lightning electric outside their headquarters in Dearborn, Michigan on May 19, 2021.

Jeff Kowalsky | AFP | Getty Images

Ford Motor has taken 20,000 reservations for its new F-150 Lightning electric pickup in less than 12 hours since the truck was officially unveiled to the public on Wednesday night, CEO Jim Farley told CNBC.

The automaker unveiled the vehicle Wednesday night at 9:30 p.m. ET during an in-depth presentation at the company’s headquarters in Dearborn, Michigan. The company’s shares rose about 3% on premarket training.

The reservations are being closely monitored by both the company and investors to gauge customer interest in EV pickups. This is an unproven segment that automakers are rushing into.

Ford takes reservations for the vehicle on its website. A $ 100 refundable deposit is required.

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