Project Management

Green Is Mainstream…Are You?

Andy Jordan is President of Roffensian Consulting S.A., a Roatan, Honduras-based management consulting firm with a comprehensive project management practice. Andy always appreciates feedback and discussion on the issues raised in his articles and can be reached at [email protected] Andy's new book Risk Management for Project Driven Organizations is now available.

The United States is obsessed with pickup trucks. In the first quarter of this year, there was an average of well over 200,000 sold every month (that’s more than 7,000 every day, including Sundays). And that was actually a notable decline from the same period last year (ongoing supply chain issues are partly to blame for that).

So, when something disrupts the pickup truck market, people take notice. And the latest disruptor is Ford, which has just started production of its F150 Lightning. It’s the first all-electric pickup from one of the major brands.

Now I’m not going to argue that a pickup is ever going to be a green vehicle, but if you’re going to buy a pickup (and Americans—and many other nationalities—are), then an electric one is less environmentally damaging (I’m aware that electric vehicle technology is not without an environmental impact, but it’s still “better” than fossil fuels).

Apparently, consumers agree: At the time production started in late April 2022, Ford said it had over 200,000 reservations for the vehicle, prompting it to double its production plans by next year.

Ford’s CEO called the vehicle a “Model T” moment, referencing the impact that vehicle had with its mass-production approach. And to me, this is real, tangible evidence that “green” as a concept …


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