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• Introduction

  The Ford F-150 Lightning, the electric version of the best-selling pickup truck in the US, could be discontinued. Suspended production, low sales and billion-dollar losses put the future of the model in question. Understand the reasons.

• • Sales below expectations: Despite being a leader in the segment, the electric pickup has weak sales compared to other Ford models.
  • Billion-dollar losses: Ford's electric vehicle division has accumulated losses of US$13 billion since 2023, putting pressure on the viability of the model.
  • Crisis in the sector: Other giants such as Ram and General Motors are also reevaluating their electric pickup truck projects.
  • Uncertain future: Ford executives are already actively discussing the possible cancellation of the electric pickup project.

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  Summary generated by an AI tool trained by Editora Abril’s editorial team.

The Ford F-150 Lightning may have its days numbered. The electric version of the best-selling pickup truck in the United States has had production suspended since a fire at a supplier last month. However, it appears that Ford may not resume manufacturing the pickup truck.

Employees from the electric car factory were transferred to the plant that makes combustion pickup trucks. However, the manufacturer said the change will allow it to focus on pickup trucks that are “more profitable for Ford and that use less aluminum.”

And it's not just that. The F-150 Lighting did not have the expected sales volume, despite being the best-selling in its segment. This year, there were 23,034 units, which represents growth of just 1% compared to last year.

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Despite this, it is one of Ford's least sold cars. The pickup loses to models such as the Lincoln Nautilus, E Series (vans and vans) and Mustang. And, according to the Wall Street Journal, these numbers led “executives to engage in active discussions” about canceling the project.

And it's not just Ford that's making this decision. Ram has discontinued the 1500 REV project, while General Motors is reconsidering reducing its offering of electric models as it has the Chevrolet Silverado EV, GMC Sierra EV and GMC Hummer EV.

In the third quarter of the year, the Chevrolet Silverado EV was registered in just 9,379 opportunities, the Sierra EV had 6,147 sales and the GMC Hummer had 13,233 units also considering the SUV. The electric F-150 had 10,005 sales in the same period.

The financial effect of electric vehicles is still negative for manufacturers. Ford would have lost US$13 billion with electric vehicles since 2023. It is worth remembering that the company has already made cuts in its line of electric vehicles such as Lincoln based on the Rivian platform, in addition to seven-seater electric SUVs. In Brazil, Ford only offers the Mustang Mach-E and E-Transit models.