Ford is considering ending production of the electric F-150 Lightning due to poor market performance.
EV truck sales have dropped industry-wide, prompting automakers to rethink large vehicle electrification strategies.
The expiration of tax credits and rising costs have led to declining consumer interest in full-size EVs.
Ford is evaluating whether to discontinue the electric version of its F-150 pickup, the Lightning. Persistent losses and lagging demand in the full-size electric truck segment have sparked the internal debate. According to people familiar with the matter, discussions are ongoing, though no final decision has been made.
The automaker paused production of the F-150 Lightning last month, citing an aluminum shortage, and is now considering whether to keep the plant idle as it reassesses its EV strategy. Ford has posted approximately $13 billion in losses tied to its EV operations since 2023.
Despite being marketed as a milestone vehicle for Ford, the Lightning has struggled to attract mainstream truck buyers. In October, Ford reported selling only 1,500 Lightnings in the U.S., compared to 66,000 gasoline-powered F-Series pickups. EV sales across the industry have also slowed in the wake of expiring government incentives, with larger trucks and SUVs being particularly affected.
Ford is not alone in reconsidering its EV truck plans. Stellantis cancelled its planned electric Ram 1500 earlier this year. General Motors has paused production at a Detroit facility that assembles electric trucks, stopped BrightDrop production at its CAMI plant in Ontario, and is reviewing the future of its electric pickup portfolio. Tesla’s Cybertruck has experienced declining sales, and EV startup Rivian has reduced its workforce to conserve cash.
The retreat from electric pickups is a generalized shift in EV strategy among North American automakers. Ford CEO Jim Farley has acknowledged the limitations of full-size EVs for extended driving and towing, pointing instead to hybrid systems and smaller EVs as the more viable options for most consumers. Ford is currently developing a compact $30,000 electric pickup aimed at addressing affordability concerns.
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Originally launched as a flagship electric vehicle, the F-150 Lightning was introduced with promises of sports car acceleration, jobsite utility, and backup power capabilities. Early production targets suggested the company could manufacture up to 150,000 units annually. However, with base models priced closer to $50,000 ($63,000 CDN) and premium versions nearing $90,000 ($104,000 CDN), cost became a major barrier for many prospective buyers.
The high development and manufacturing costs of full-size EV trucks, combined with reduced government support and uncertain consumer uptake, have prompted automakers to rethink long-term plans. GM set aside $1.6 billion in the third quarter to cover EV-related losses and warned of additional charges in the future.
Source: The Wall Street Journal
