Ford Motor has opened a major new front in the battle to dominate the fast-growing electric vehicle market, and it’s banking on one of the world’s most powerful business franchises.

In a splashy presentation Wednesday night in Dearborn, Mich., the automaker unveiled an electric version of its popular F-150 pickup truck called the Lightning. Ford’s F-Series trucks, including the F-150, make up the top-selling vehicle line in the United States, and typically generate about $42 billion a year in revenue, according to a study commissioned by Ford — or more than twice what McDonald’s brought in last year.

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