It's not designed to convert existing F150 buyers.

It's designed to get the guy who has a Tesla and a Tacoma in his driveway and who sees fullsize domestic trucks as a penis extension for backwards hicks to trade both those in.

This isn't about converting existing owners. It's about growing the potential market.

This is definitely false ! I can't speak to the motivation of buyers but Ford commissioned a lot of consulting in advance of developing the Lightning and they are obsessed with trying to convert existing customers to become EV buyers.