Ford considers drastic move with F-150 Lightning: 'The demand is just not there'

"Ford is considering a drastic move with its F-150 Lightning, which was the best-selling EV pickup on the market last quarter, beating out Tesla's Cybertruck. Ford has had a tumultuous entrance into its more expanded electric vehicle strategy over the past several years. At one point, the company was widely considered to be the most invested legacy automaker in the transition to electrification, but as the company has seen some real backtracking in terms of its sales and demand, it is cooling down its commitment."

"Despite it being the best-selling EV pickup in the U.S. last quarter, the sales simply do not match up with the pricing, and financially, it is not the time to try to dive further into a project that is not making a profit. Ford has been dwindling in its commitment to EVs over the past several quarters, and its profits are reflecting a slowing interest in its electric vehicles."

"Simply put, Ford's combustion engine lineup of pickups in the F-Series is, by far, the best-selling division of trucks globally. Ford brought an awesome product forth with the Lightning, a mirror of the gas-powered F-Series that had a variety of trim levels for whatever the truck would be used for by the consumer. However, the demand and sales have caused Ford to take a loss on its electric truck: figures from early last year indicated it was losing between $100,000 and $132,000 per vehicle."

Ford is weighing ending the F-150 Lightning program amid weak demand and financial losses. The Lightning led EV pickup sales in the U.S. last quarter but sales volumes and pricing do not produce profit. Ford’s broader EV strategy has cooled after earlier heavy investments and reduced consumer incentives such as the $7,500 tax credit. The company’s combustion-engine F-Series remains the dominant, best-selling truck lineup globally. Early figures showed losses of roughly $100,000–$132,000 per Lightning. No official corporate announcement about the Lightning’s future has been made at this time.

Read at TESLARATI