The Ford F-150 Lightning, the all-electric version of the pickup truck, may be facing an uncertain future. After a production halt caused by a fire at a supplier last month, rumors are emerging that the manufacturer may not be willing to fully resume manufacturing the model.

The uncertainty intensified when Ford transferred employees from the electric vehicle assembly line to the factory responsible for traditional (combustion) pickup trucks. The manufacturer justified the change as a maneuver to concentrate efforts on “more profitable and less aluminum-demanding” utilities.

Sales below expectations and loss

Although it leads its segment, the sales volume of the F-150 Lightning has been disappointing. The pickup has accumulated 23,034 units sold so far this year, a marginal growth of just 1% compared to the previous year.

When compared to Ford's overall portfolio, the Lightning ranks among the lowest output models. It sells less than vehicles like the Lincoln Nautilus, the E Series van line, and even the iconic Mustang. According to reports from Wall Street Journalthis performance led to “active discussions” among executives about the possible closure of the project.

The cost of the electrical transition has weighed on balance sheets. Ford would be accumulating a loss of around US$13 billion with its electric vehicle division since 2023. The company had already adjusted its plans, discarding projects such as a Lincoln SUV based on the Rivian platform and other seven-seater electric SUVs.

The challenge of the electric pickup truck market

Ford is not alone in reevaluating its electrification strategy. The electric pickup truck market, initially seen as the next big thing, shows signs of saturation and low demand:

• Ram: Already canceled development of its electric pickup, the 1500 REV.
• General Motors: Studying to reduce the supply of its multiple electric models in the segment, which include the Chevrolet Silverado EV, GMC Sierra EV and GMC Hummer EV (pickup and SUV).

In the third quarter, the Chevrolet Silverado EV registered just 9,379 registrations, the Sierra EV had 6,147 sales, and the Hummer EV reached 13,233 units. In the same period, the electric F-150 had 10,005 sales.

MF