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Ford taps DJ D-Nice for new F-150 ad that touts the unique features top-seller

A new ad puts DJ D-Nice in the driver's seat of a 2021 Ford F-150.

Photo courtesy of Ford Motor Company

A new ad campaign from Ford Motor Company taps into a bit of hip hop history for its latest TV spot promoting the 2021 Ford F-150. The commercial features Derrick Jones, better known by his stage name D-Nice, a legendary music artist, producer and DJ in its main role.

Jones's history doesn't go as far back as Ford's, but there's some notable entries that fans of pre-Diddy hip hop will look fondly on. The Harlem and Bronx native formed Boogie Down Productions in 1986. He soon signed a deal with Jive Records and his debut record featured collaborations by KRS-One, Naughty by Nature, and Too Short.

In the late 90s and early 2000s Jones transferring out of the music world, forming a creative services company. In March 2020, Jones began hosting "Homeschool at Club Quarantine" on Instagram Live. He won a Webby Award for the effort.

The All-New 2021 F-150: Work It Out | Ford (:30) www.youtube.com

"The 'More Than Tough' campaign recognizes and celebrates the spirit of American ingenuity," said Dibrie Guerrero, multicultural marketing manager, Ford Motor Company. "By developing many innovative features to accommodate the diverse needs of its F-150 owners, Ford elevates what's possible with a little creativity and the right pickup truck."

The "Work It Out" 3-second television spot airs today on OWN, BET and TV One. It features Jones driving to a gig in a 2021 F-150 filled with DJ equipment. Respecting social distancing rules and his responsibilities toward masking up, D-Nice brings the party to the partygoers, utilizing the F-150's available Pro Power Onboard generator to run his equipment.

The ad runs with the hip-hop classic "Call Me D-Nice" serving as the soundtrack.

"Being tough has new meaning to me after partying in Club Quarantine with some of the strongest people I have ever met," said D-Nice. "I'm proud to help introduce the all-new 2021 Ford F-150 that they built tougher to take your hustle to the next level."

The new F-150 has unique features including a fold-out work self, fold-down shifter, tailgate with designated clamp-down areas, and the on-board generator.

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Biden will target 50 percent of all vehicle sales for EVs by 2030.

Ford

In the last several months, we've seen automakers from all corners of the globe commit to some degree of electrification by the end of the decade and beyond. That includes the American Big Three: Ford Motor Company, General Motors, and Stellantis (Chrysler, Dodge, Jeep, others). Today, President Joe Biden plans to throw his weight behind these efforts by signing an executive order that sets a goal of pushing the sales of zero-emissions vehicles to half of all vehicle sales in the U.S. by 2030.

Biden's target is not legally binding, but the industry is already jumping on board. In a joint statement, Ford, General Motors, and Stellantis confirmed that they aim to hit an EV sales volume of 40-50 percent annually. It's worth noting that the President's 50 percent goal and the automakers' sales targets also include plug-in hybrid vehicles, which still use a traditional gasoline engine.


Jeep PHEV The target also includes plug-in hybrid vehicles, which still use gas engines.Jeep


Auto unions and dealers are not opposed to the ambitious roadmaps laid out by the Big Three, but both have differing views on what is essential and how things will ultimately play out. While aware of the goals, the UAW is focused on wage growth and the preservation of jobs and benefits. It feels that an increase in EV production volume must happen here in the U.S. to include good-paying American union jobs.

Dealers, to a degree, are supportive of the goals but skeptical of their ultimate success. Some feel that electric vehicles do not present the earth-shattering shift in functionality and usability that other new products, such as smartphones, did in different industries. Regardless of concerns and skepticism, it appears that automakers are going all-in on the shift to electrification, so we're bound to see a wealth of new battery-electric and plug-in hybrid vehicles in the next few years.


GM battery facility rendering Automakers are pledging billions to increase EV and PHEV production volume.GM

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Research and development

Ford names site for battery development facility

Ford's new facility will house battery research and development.

Ford

Ford is in the news again for its electrification efforts, this time with the confirmation of a Michigan location for a new battery research and development facility in Romulus, Michigan. The facility may eventually help Ford in-source much of its EV supply chain, a shift that could prevent or mitigate the challenges presented by parts and technology shortages.

As part of its electrification initiative, the automaker plans to build a new research and development facility, called Ford Ion Park. The facility will house new tech research, pilot programs for new manufacturing techniques, and will help give Ford more control over its supply chain.


Ford Ion Park Once complete, the facility will initially house 200 engineers.Ford


The price tag for the new facility and related efforts lands at $185 million, which sounds like chump change for a global automaker until we consider that Ford has committed $30 billion to electrification by 2025. The automaker says that its new facility renews its dedication to Michigan as its home base for EV development, a promise it originally made back in 2010. The company's new electric F-150 Lightning pickup truck will be built in Dearborn, which will add 500 jobs. An additional 225 jobs will be retained at Ford's Dyke Electric Powertrain Center.

As part of Phase One of the project, Ford plans to hire 200 engineers within 18 months of the 270,000-square-foot facility's opening. Ironically, the site was previously owned by A123 Systems, a battery manufacturer that closed the facility in 2017 due to low demand for batteries.


Ford Ion Park Ford has committed $185 million to the new facility and related efforts.Ford

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