Auto makers increasingly are deploying reservation systems for their most buzzed-about new models, a tactic popularized over the past decade by Tesla
Auto shoppers put down deposits for high-demand vehicles, which executives say can help gauge consumer interest
Ford and GM recently introduced their first electric pickup trucks. WSJ auto reporter Mike Colias breaks down the different strategies the two legacy auto manufacturers are pursuing to bring their EVs to market. Photo Illustration: Alexander Hotz/WSJelectric pickup trucks coming to the U.S. market. So he did what many shoppers of high-demand vehicles have done lately: He made a reservation.
Mr. Plein plunked down a refundable deposit last May for a spot on the waiting list to buy Ford Motor Co. ’s new electric pickup truck, the F-150 Lightning, set to start distribution this spring. Late last year, he made a separate reservation to buy an electric pickup from startup Rivian Automotive Inc.
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