Ford Might Say Goodbye to the F-150 Lightning, WSJ Reports

Ford Motor Company is weighing whether to end production of its F-150 Lightning, the electric version of America’s best-selling truck, after the model failed to meet sales targets and contributed to billions in EV losses. Sources say executives are debating shutting down the program entirely, marking what could become the first major casualty among full-size electric pickups.

Weak demand and steep losses challenge Ford’s EV strategy

Ford has lost an estimated $13 billion on its electric vehicle division since 2023, with sluggish Lightning sales compounding the pain. Once marketed as a “smartphone that can tow,” the Lightning never gained traction with mainstream truck buyers wary of range limits and high prices.

Despite early hype, including an appearance from then President Joe Biden in 2021, dealers report limited demand. “The demand is just not there. We don’t order a lot of them because we don’t sell them,” said Adam Kraushaar, a New Jersey Ford dealer. Ford paused Lightning production last month amid an aluminum shortage and is now considering keeping the plant idle as it pivots toward smaller, more affordable EVs, according to The Wall Street Journal. The company’s October EV sales plunged 24% year-over-year, while gas-powered F-Series trucks rose slightly.

Automakers rethink big EV trucks amid cooling demand

Ford’s potential retreat mirrors moves by rivals. Stellantis scrapped its planned electric Ram pickup earlier this year, GM has idled its Silverado EV plant, and Tesla’s Cybertruck sales have slumped. Analysts warn that large EV trucks, with their high costs and limited profitability, are now the weakest link in automakers’ electrification strategies.

Ford CEO Jim Farley recently acknowledged that EVs may remain best suited for commuter vehicles, not heavy-duty work trucks. As Ford shifts focus to a compact $30,000 EV pickup, analysts say it’s a sign the company is refocusing on attainable electrification. Still, a Lightning shutdown would ripple across suppliers and workers, underscoring the industry’s difficult balance between innovation and profitability.

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