Ford executives are reportedly discussing the potential discontinuation of their electric pickup truck, the F-150 Lightning, as reported by The Wall Street Journal. This consideration follows Ford’s recent decision to temporarily halt F-150 Lightning production, shifting focus to gas and hybrid versions of the truck. The production pause was prompted by challenges stemming from a fire at aluminum supplier Novelis’ factory in New York earlier this year.
The F-150 Lightning, which debuted in 2021 with an advertised starting price of $40,000, entered the market in 2022. However, most customers ended up paying significantly more for the electric truck. While the F-150 Lightning has maintained its position as one of the top-selling electric trucks in the U.S., Ford has faced difficulty in achieving high sales volumes, moving only a few thousand units per quarter. The electric truck market has posed challenges even before recent policy changes, including the termination of the federal EV tax credit by Republicans in Congress and the rollback of emissions regulations during the Trump administration.
Source: TechCrunch