Is Ford changing the F-150 for 2024?
Auto, Aviation & Transportation
Ford shocks the auto world by halving production! Apparently consumers want fossil fuel burning cars & trucks!
In a significant shift for Ford Motor Company, plans are underway to halve the production of the F-150 Lightning electric truck next year. This decision, as revealed through a supplier memo obtained by Automotive News, comes after Ford’s extensive efforts this year to achieve an annual production rate of 150,000 units. The adjusted production rate, starting in January, will reduce from an initial weekly target of about 3,200 trucks to approximately 1,600.
The reduction in production is in response to slower than anticipated consumer adoption of electric vehicles (EVs). Ford’s annual sales of roughly 600,000 half-ton trucks, encompassing various models and configurations, far outpace the demand for their electric counterpart. Despite the Rouge plant expansion to support a 150,000 per year production rate, the F-150 Lightning’s limited model offerings and powertrain conversion approach, rather than a bespoke skateboard chassis, appear to challenge the profitability of this venture.
Ford stood out as a pioneer in the EV market! With the F-150 Lightning, leading the charge ahead of competitors. Future models, expected from 2025 onwards, promise reduced manufacturing costs due to increased scale and the implementation of Ford’s Blue Oval assembly process.
Anecdotal insights from an F-150 Lightning owner highlight the practicality and enjoyment of using the vehicle for everyday driving. However, concerns like high dealer markups, in contrast to the lower demand, raise questions about the market strategy. The owner’s personal experience with electric vehicles over the last 15 years dismisses the common concern of range anxiety, preferring the cost-effectiveness and convenience of electric vehicles for most travel needs.
Ford’s approach to this market shift is pragmatic, with a spokesperson stating, “We’ll continue to match production with customer demand.” However, potential buyers face steep markups on the base F150 Lightning models, sometimes as high as $20,000. More feature-rich variants, like a 4×4 crew cab with additional options, come with a hefty price tag, reaching around $93,000 MSRP plus markup.
Critics of EVs often cite limitations such as the F-150 Lightning’s 210-mile range when fully loaded, which is insufficient for longer trips like L.A. to Vegas without frequent charging stops. Despite these challenges, there is a belief that the demand for electric trucks exists, but the financial commitment required to own one – comparable to the average U.S. apartment rent – is a significant deterrent for many potential buyers.
