"Ford's EV unit posted a $4.8 billion loss in 2025, as sales of its Mustang Mach-E, F-150 Lightning, and E-Transit fell 14% from a year earlier. Now, the automaker is reshaping its electric strategy - shifting toward lower-cost, high-volume EVs and leaning harder into hybrids. It's a reversal of Ford's early strategy of electrifying its most iconic, priciest vehicles first, betting that brand loyalty and subsidies would offset sticker shock."
"On paper, the bet was simple: electrify the century-old carmaker's two most iconic nameplates to leapfrog EV startups. The Mustang Mach-E arrived in December 2020 as a rival to the Tesla Model Y. In mid-2022, Ford launched the F-150 Lightning. Early enthusiasm was strong. Ford said it received nearly 200,000 reservations for the Lightning and projected annual sales of 150,000 units. That early momentum faded - and never materialized into the high-volume sales Ford was hoping for."
""So I think the customer has spoken. That's the punchline," he said during Tuesday's earnings call."
Ford's electric vehicle unit lost $4.8 billion in 2025 and expects an additional $4 billion to $5 billion loss this year. Sales of Mustang Mach-E, F-150 Lightning, and E-Transit fell 14% year over year. The F-150 Lightning sold 27,307 units in 2025, down 18.5% from 2024, while Mustang Mach-E sales were roughly flat at 51,620. Sales further plunged after the $7,500 federal tax credit expired. Ford will pivot from premium, iconic EVs to smaller, lower-cost, high-volume electric vehicles and increase emphasis on hybrids, with new lower-cost models planned from 2027.
Read at Business Insider
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