Discovering consumers elusive, Ford kills its star EV.
In Might of 2021, to nice fanfare, the F-150 Lightning pickup truck was revealed in Dearborn, Michigan, to a big gathered crowd, and a fair bigger streaming viewers. Ford’s third all-electric car, the Lightning was an thrilling addition to the American carmaker’s lineup, and seeming proof that the battery-powered-vehicle motion was extra than simply hype.
Ford Kills the F-150 Lightning
Promising EV
Whereas the Lightning adopted the electrical Mustang Mach-E small crossover and E-Transit industrial van to market, its launch was particular, because it was the EV variant of the best-selling car in North America, the F-150 pickup, Ford’s crown jewel.
The joy appeared real. And, inside 48 hours of the occasion, Ford CEO Jim Farley reported that the carmaker had obtained greater than 40,000 $100 deposits for the Lightning.
By December, Ford reported having taken deposits from greater than 200,000 “hand raisers.”
There was loads for truck and EV fans to love in regards to the F-150 Lighting, together with an unbelievable base worth of simply $40,000, and an estimated vary in extra of 300 miles when outfitted with the optionally available high-capacity battery.
Shopper Objections
We might by no means know precisely when curiosity within the Lightning petered out, however peter it did. Due to COVID-19 associated supply-chain points, early stock of the electrical F-150 was constrained. Nonetheless, when stock opened up, consumers have been nowhere to be discovered.
Ford bought simply 15,617 Lightnings in 2022, its first yr in the marketplace. There are a selection of the explanation why gross sales of the electrical pickup stumbled, listed below are a couple of:
- The bottom worth of the Lighting got here in at $41,000, $1000 greater than promised. Moreover, by October of 2022, Ford had raised the entry level to $47,000, citing rising supplies prices, primarily associated to the manufacturing of the car’s battery.
- Ford would change Lightning costs typically, and considerably. This uncertainty doubtless spooked buyers fearful that they is likely to be shopping for at an inopportune time given the frequent sticker-price fluctuations.
- Effectively-equipped examples of the Lighting listed for greater than the $80,000, the federal tax-credit qualification cap. Vans and utilities with transaction costs beneath $80,000 usually certified for the $7500 credit score, an enormous incentive for buyers contemplating the acquisition of an electrical car.
- Lightning battery vary was reportedly considerably diminished when towing. Quite a few media shops, and precise customers, reported vary dropping by as a lot as 50 % when towing as little as 5000 kilos. This was an enormous disappointment to consumers in search of the complete utility of a half-ton pickup truck.
- Lastly, it appears, for various a social and political causes, pickup-truck consumers usually are much less more likely to embrace possession of an electrical car than shoppers available in the market for a small or midsize SUV.
Discontinued EV Pickups
The demand for electrical pickup vans has confirmed so weak, that Ram lately introduced the cancellation of its already delayed Ram REV (Ram Electrical Car). Ram will, nonetheless, be shifting ahead with the manufacturing of an extended-range electrical model of its pickup, which is able to function like an electrical car, however embrace a gas-powered engine for prolonged vary.
Likewise, Basic Motors has postponed the reopening of its Orion Township, Michigan, meeting facility to produced electrical vans. The maker is presently producing various autos, together with the Chevrolet Silverado EV, GMC Sierra EV, GMC Hummer, and Cadillac Escalade IQ, in restricted volumes at GM’s Manufacturing facility Zero (previously Detroit-Hamtramck Meeting).
F-150 Lighting Gross sales
Whereas F-150 Lightning gross sales have been disappointing, they haven’t been horrible. Offered listed below are gross sales by yr of the electrical pickup truck:
2022: 15,617 (2.4%)
2023: 24,165 (3.2%)
2024: 33,570 (4.4%)
2025: 25,583 (3.7%) (by way of November)
What’s disappointing is the % of Lightning gross sales relative to all Ford F-Sequence gross sales of the identical yr, as famous above in parenthesis.
Finish of Manufacturing
Manufacturing of the F-150 Lightning was paused again in October, presumably to permit provides of the truck to stage off relative to demand. That pause grew to become everlasting this month, with Ford’s formal announcement of the car’s demise.
F-150 Lightning Evaluations
Shopper Information discovered the F-150 Lightning to be a formidable car, although we didn’t put our check instance by way of its work-truck paces. We didn’t, for instance, tow a heavy load, or haul something of substance with the Lightning. However as a every day driver, we discovered it very spectacular. You’ll be able to learn our full assessment right here.
What’s Subsequent
Ford has already introduced plans for a sort-of substitute for the F-150 Lightning. Anticipated in 2027 as a 2028 mannequin, the F-150 EREV (Prolonged Vary Electrical Car) will mix gasoline and electrical energy sources for better vary than a standard EV, and sure better pulling energy.
Just like the aforementioned Ram REV, the F-150 EREV will function on gasoline energy as soon as the plug-in rechargeable battery is depleted, eliminating “vary nervousness” issues.
The EREV shall be constructed on new truck structure which is reportedly sufficiently versatile to host a number of powertrain sorts, that means that ought to market circumstances change, we’d once more see an electrical model of the F-150. This, ought to the EV motion—as soon as once more–show to me extra than simply hype.
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Ford F-150 Lightning Photos
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