The F150 is Ford's bread-and-butter - if they truly want this to be successful they'll pour vast resources into it. I suspect they're just dipping their toe in the water, however, which won't make them nearly as formidable.
Based on the Mach-E (family member has one, quite impressive) I suspect the Lightning will be aggressively priced and quite competent, but will appeal to people who prefer the status-quo design-wise.