Ford's F-150 Lightning Production Halts Amid Slow Demand

Ford's F-150 Lightning pickup truck is reportedly facing such low demand that the automaker is considering halting its production line for the electric vehicle (EV) truck in the upcoming weeks, continuing through the end of the year. This comes as no surprise as the Tesla Cybertruck has emerged as America's top-selling electric pickup.

Ford's Decision to Stop F-150 Lightning Production

According to a report by Michael Martinez of Automotive News, Ford Motor Co. is planning to cease the production of its F-150 Lightning from mid-November through the end of the year due to lower-than-expected demand for the electric pickup. In a conference call at the beginning of October, John Lawler, Ford's vice chair and CFO, acknowledged the stiff competition in the market. He quoted S&P Global saying that there are approximately 143 EVs in the pipeline for North America, with most of them being two-row and three-row SUVs.

Ford's Scrapped Plans and the Impact on Legacy Automakers

Ford had earlier abandoned its plan to launch an all-electric three-row SUV in August. This year has been challenging for legacy automakers, both in the US and Europe, as they have had to drastically cut back on their EV investments. The Biden-Harris administration, lawmakers, and Wall Street have all contributed to the creation of a massive green energy bubble that ultimately collapsed. This has led to legacy automakers, who invested billions of dollars into EVs, severely misjudging consumer demand and now facing the repercussions.

Contrasting Fortunes of Ford and Tesla

In contrast to the slump in demand for Ford's F-150 Lightning, Tesla's Cybertruck has become America's best-selling electric pickup. TechCrunch reports that Tesla's Cybertruck was the third best-selling electric vehicle in the United States in the third quarter, outperforming every other EV not manufactured by Tesla. The only two vehicles that sold better were the Model 3 sedan and Model Y SUV. This shift in consumer preference indicates a rapid change in tastes among the younger generation towards cool, innovative brands, such as those owned by Elon Musk.

Bottom Line

The reported idling of Ford's F-150 Lightning production line due to sluggish demand raises questions about the future of electric vehicles. While Tesla's Cybertruck has found success, other automakers are struggling to generate consumer interest in their EV offerings. Is this a sign of a broader trend in the EV market, or is it specific to certain brands and models? What are your thoughts on this development? Feel free to share this article with your friends to hear their opinions. Don't forget to sign up for the Daily Briefing, which is delivered every day at 6pm.