As manufacturers rush to inform shoppers about what electrical automobiles can provide, Ford Motor Co. is attempting to convey “frunk” into the cultural lexicon.

“Frunk” is slang for entrance trunk, or the empty area beneath the hood the place most gasoline-powered automobiles have an engine.

The frunk is consultant of how the arrival of mainstream EVs will herald vital conduct modifications within the driving expertise, together with zero journeys to the fuel station.

Though automakers promoting EVs have spent most of their time assuaging shopper issues resembling vary nervousness, Ford is now specializing in the enjoyable and attempting to make the frunk a cultural second and a part of a life-style.

The social media-led marketing campaign facilities on the query of “how can we get this time period into the lexicon, the place it is in popular culture and it isn’t in a tacky means” Tania Taiwo, a artistic/author for advert company Wieden+Kennedy, which dealt with the marketing campaign, informed Advert Age.

It takes the type of a YouTube collection of three movies displaying influencers utilizing the frunk in several methods. As an illustration, one exhibits a Bronx-based chef collective known as Ghetto Gastro cooking shrimp and waffles utilizing energy from an electrical Ford after which consuming contained in the frunk.

Different movies star musicians Imani Lauren and Kaelin Ellis and tattoo artist Suro Shinn utilizing the automobile’s battery to energy their artwork.

This concentrate on “the approach to life you are going to have within the automobile” additionally serves to justify the sometimes greater price ticket for EVs by highlighting “what else am I going to get with my cash,” mentioned Jessica Caldwell, govt director of insights at Edmunds.