Problems with Electric Pickup Sales
Automaker Ford is considering discontinuing production of the F-150 Lightning electric pickup due to low sales. In the first nine months of the year, the company sold only 23,034 electric pickups. Similar problems are observed at General Motors, which is also reevaluating its strategy regarding its own electric models.
Production Halt and Resource Reallocation
Last month, Ford announced an indefinite halt in F-150 Lightning production to focus on gasoline models. Employees from the Rouge Electric Vehicle Center were transferred to the Dearborn Truck Plant to work the third shift. This decision was made after a fire at a supplier and will allow the company to focus on more profitable models with less aluminum usage.
On top of that, the F-150 Lightning has not been a hit, despite being the most popular electric pickup in America.
Detailed Sales Analysis
In the third quarter, the company sold only 10,005 Lightning units, bringing the total sales for the year to 23,034 units. This is only 1% more than last year, making the electric pickup one of Ford’s least successful products. For comparison, the Lincoln Nautilus sold 26,237 units, the E-Series – 30,195, and the Mustang – 32,818.
Possible Production Discontinuation
Low sales figures have forced Ford to consider the possibility of completely discontinuing the model. According to the Wall Street Journal, the company’s management is actively discussing this topic. Ram has already discontinued production of the fully electric 1500 REV model.
Situation at General Motors
General Motors is also facing problems with electric pickups. The company offers several models, including the Chevrolet Silverado EV, GMC Sierra EV, and GMC Hummer EV Pickup, but their sales remain low. As of the third quarter, Chevrolet sold only 9,379 Silverado EVs, and GMC Sierra EV – 6,147 units. At the same time, sales of GMC Hummer pickups and SUVs amounted to 13,233 units.
A GM representative stated that the company does not plan changes to its product line but is working on reducing the production costs of electric pickups.
Financial Losses and Future Prospects
Ford has suffered significant financial losses due to electric vehicles. Since 2023, the company has lost $13 billion in this segment. Previously, Ford had already discontinued production of the Lincoln electric SUV based on Rivian and three-row electric crossovers.
The electric pickup market continues to be challenging for automakers. Despite investments and marketing efforts, demand remains limited. The potential discontinuation of the F-150 Lightning could be a signal for other companies considering similar steps. Meanwhile, GM emphasizes its commitment to its electric strategy but needs time to improve the economic efficiency of these models.