"The Lightning was at one point projected to sell up to 150,000 units per year, but Ford actually sold just 33,000 last year. Ford wants to win the EV truck war in the long term, but there are a few reasons why sitting out the next couple of years could make sense. Ford announced the electric F-150 Lightning at an optimistic moment in the EV era."
"So it's no wonder that some Ford executives are considering pulling the plug, according to The Wall Street Journal. No final decision has yet been made, sources told the WSJ. But the move would come about a week after Ford itself began a campaign to promote the Lightning's ability to power your home, including with smart charging to take in electricity when rates are cheaper, and also return energy to the grid with some participating utilities."
"Total EV sales dropped 24% in October, and the Lightning has been known as a costly loss-leader for years. And now, it may no longer be useful for Ford to keep around at all. Ford declined to comment to InsideEVs on whether it was considering canceling the F-150 Lightning. To understand why the option may be on the table, you also have to understand how automotive regulations have changed."
Some Ford executives are considering canceling the all-electric F-150 Lightning amid weak sales and losses. The truck was once forecast to sell up to 150,000 units annually but moved only about 33,000 units last year. Ford likely sold many Lightnings at a substantial loss. The company has promoted the Lightning's home-powering capabilities, including smart charging and grid energy return with participating utilities. EV sales softened after the electric-vehicle tax credit lapsed, with total EV sales falling 24% in October. The Lightning has functioned as a costly loss-leader, and changing regulatory incentives reduce the necessity of selling EVs to offset gas-vehicle fleets.
Read at insideevs.com
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