Berk Talay
Berk Talay, a Manning School of Business expert on automotive marketing, is available for interview's about Ford's new electric F-150 truck.

05/19/2021

Contacts for media: Nancy Cicco, 978-934-4944 and Nancy_Cicco@uml.edu or Christine Gillette, 978-758-4664 and Christine_Gillette@uml.edu

While President Joe Biden’s test drive of Ford’s new F-150 Lightning pickup this week may have demonstrated the automotive giant’s embrace of electric vehicles, Ford’s latest model may soon find itself and its competitors on a very crowded highway, according to an expert on auto industry trends and strategic marketing available for interviews.

“Ford’s F-150 has been America’s best-selling truck for 43 consecutive years and America’s best-selling vehicle for 38 years, with more than 28 million trucks sold since 1977. The launch of the electric F-150 Lightning, likely to be available on the market next year, is an attempt by Ford to maintain this title,” said UMass Lowell’s Berk Talay, who studies innovations in the automotive industry. “Ford made its foray into the EV market with Mustang Mach E in 2019. But to survive and thrive in this space, it needs its other flagship vehicles like F-150 in the market. With many competitors on the way, it will not be a smooth ride.”

Talay is available to discuss:

  • The history of Ford’s success with its F-150 pickup;
  • The growth of the EV market domestically and internationally;
  • The competition Ford faces in the EV market, both from established and startup automakers.

Talay is a professor of marketing entrepreneurship and innovation in UMass Lowell’s Manning School of Business, where his research interests include the development and international marketing of new products and services, particularly in the automotive and pharmaceutical industries.

To arrange an interview with him via phone, email or Zoom, contact Nancy Cicco at 978-934-4944 or Nancy_Cicco@uml.edu or Christine Gillette at 978-758-4664 or Christine_Gillette@uml.edu.

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