The future looked promising for large electric vehicles and Ford embarked heavily on the F-150 Lightning project (already shown in Brazil). Now the international press claims that Ford may take the pickup truck out of production: why? Stable sales in a growing market for combustion models.

In 2024, Ford sold 24 thousand units of the F-150 Lightning, which corresponds to the same volume this year between January and October.

After reducing the production rate of the electric pickup twice, Ford even stopped its production recently. When contacted, Ford only announced that “We have good stocks of the F-150 Lightning and will resume operations at the Rouge Electric Vehicle Center at the right time, but there is still no set date for this”.

New plans

Ford Motor Company plans to launch a new line of electric vehicles with a focus on more affordable models, as part of a strategic review following billion-dollar losses in the electricity sector.

According to a CNBC report, Ford is considering concentrating resources on lower-cost electric models and simplified platforms to increase sales volume and reduce the cost per vehicle.

For Brazil, this new strategy suggests that Ford may prioritize EVs with a more competitive price, which could influence the brand's positioning in the face of Chinese and traditional automakers that enter the market with more affordable offers.

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