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Ford Ponders Dumping the F-150 Lightning Truck, No One Wants It
No One Wants EV Trucks
That's a bit of an exaggeration, but not much. In October, Ford sold just 1,500 Lightnings, the fewest of any model.
The Wall Street Journal reports Ford Considers Scrapping Electric Version of F-150 Truck
Ford Motor (F) executives are in active discussions about scrapping the electric version of its F-150 pickup, according to people familiar with the matter, which would make the money-losing truck America's first major EV casualty.
The Lightning, once described by Ford as a modern Model T for its importance to the company, fell far short of expectations as American truck buyers skipped the electric version of the top-selling truck. Ford has racked up $13 billion in EV losses since 2023.
"The demand is just not there" for F-150 Lightning and other full-size trucks, said Adam Kraushaar, owner of Lester Glenn Auto Group in New Jersey. He sells Ford, GMC, Chevy and other brands. "We don't order a lot of them because we don't sell them."
Ram truck-maker Stellantis earlier this year called off plans to make an electric version of its full-size pickup. General Motors executives have discussed discontinuing some electric trucks, according to people familiar with the matter. Sales of Tesla's angular, stainless steel Cybertruck pickup tanked this year. And EV truck-maker Rivian has been cutting jobs to conserve cash.
A turn away from electric full-size trucks would align with Ford CEO Jim Farley's more recent comments about the market: that EVs are great for commuting and other local driving, while hefty trucks will continue to need hybrid or all-gasoline powertrains.
In October, the first month since the end of the federal EV tax credit, Ford's overall EV sales in the U.S. fell 24% from a year earlier. Ford dealers sold 66,000 gas-powered F-Series pickups, up a tick from a year earlier, and just 1,500 Lightnings, the fewest of any model.
When Ford's Farley launched the Lightning five years ago he promised a pickup as fast as a sports car and as affordable as a conventional truck. It would drive hundreds of miles on a single charge, and carry enough voltage to power a home for days.