Ford Motor Company is making big changes. It recently halted production of the F-150 Lightning, its electric pickup truck, to focus more on hybrids and smaller, affordable electric vehicles (EVs). This decision comes as part of Ford’s response to customer demand and the realization that the Lightning wasn’t profitable.
Ford has noted that the Lightning was not selling as expected, mainly because it was too costly. Initially priced at around $40,000, the 2025 model now starts at about $55,000. This price jump has disappointed many potential buyers.
Andrew Frick, Ford’s president, pointed out that consumers value electrification benefits like instant torque but want affordability. He emphasized that the company will redirect its resources to more promising projects instead of struggling with the Lightning.
The F-150 Lightning originally aimed to attract traditional truck fans, featuring multiple outlets for tools and appliances. It even won Truck of the Year honors from MotorTrend and other publications. However, despite its accolades, sales fell short. Many buyers were deterred by issues like limited towing range, undermining its appeal as a utility vehicle.
Recent data shows a broader issue for electric trucks. The market has been underwhelming, struggling with performance and pricing. According to a report by the International Energy Agency, global sales of electric vehicles grew by 60% in 2021 but have leveled off since then, indicating a saturation in certain segments.
The regulatory landscape is shifting as well. New policies under the current administration are pulling back incentives that had spurred EV purchases. Frick mentioned that these changes influenced Ford’s decision to discontinue the Lightning and pivot toward a new extended-range version.
Additionally, Ford is expanding its battery production capacity, a move that could position them to supply energy storage solutions for power grids. These batteries would store excess energy when it’s plentiful and release it during shortages, benefiting both consumers and industrial clients.
This strategic shift may cost Ford billions this year, but the hope is that investing in more viable vehicles will prove profitable in the long run.
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