"When the news broke that Ford was considering killing the F-150 Lightning, I was hardly surprised. Anyone looking closely can see the cracks in the electric truck market, with heavy incentives and steep depreciation largely the norm. So why aren't consumers biting on the Lightning? According to one expert, it's certainly not for lack of interest. "First and foremost, this is not a Ford exclusive thing," Brent Gruber, who leads the EV practice at the market research firm J.D. Power, told me."
"At the same time, the Lightning has long been one of the most highly sought-after EVs. According to J.D. Power data, it has consistently been either the No. 2 or No. 3 most considered electric vehicle among shoppers. The only EV models that have ever outranked it are the Toyota bZ4X and Honda Prologue. Awareness of the Lightning is good, then, and the overlap of truck buyers and EV buyers gives it a broad audience to pull from."
The F-150 Lightning has experienced weak sales despite strong consumer consideration, revealing cracks in the electric truck market such as heavy incentives and steep depreciation. J.D. Power data place the Lightning consistently among the top-considered EVs, and market research indicates underperformance across many manufacturers’ EV products. Ford repeatedly reduced Lightning production targets and recently idled production after a supplier fire and aluminum shortages, reallocating capacity to more profitable gasoline trucks. Ford’s ambitious sales targets — initially around 40,000, then 80,000, and later 150,000 units — were never met, leaving substantial unmet expectations.
Read at insideevs.com
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