Full-size truck competition is becoming more personal.

The Ford F-150 has been enjoying rising sales and is already the most popular vehicle.

But by giving drivers $2,000 to get rid of the Ram 1500, it's aiming higher.

The American tendency is to continually aim higher, even if you believe that the Ford F-150 has achieved enough success.

Ford is attempting to steal drivers from other truck companies because of this.

Ford is giving up to $2,000 to existing Ram truck customers who want to convert to the F-150 or Lightning.

Prior to the Ram 1500 EV's eventual release, Ford is poaching drivers.

Ford sent out a letter indicating that the deal is good for 2023 and 2024 F-150 Lightning vehicles,

For those who are interested in the F-150 Lightning, Ford adds even more appeal.

It is providing a "Power Promise" that covers the cost of installation and gives owners a free Level 2 home charging station.

At $54,995, the entry-level vehicle is the XLT Pro trim. The range of this model is limited to 240 miles.

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