Ford Abandons F-150 Lightning, Shifts Focus to More Affordable EV Options

Ford has ended production of its F-150 Lightning, a full-size battery electric pickup truck, and will instead focus on cheaper vehicles, hybrids, and range-extended electric vehicles. The automaker's decision comes as it continues to retreat from the big bet it made on Americans embracing full-size battery electric pickup trucks. According to a statement released by Ford, the company will shift its resources to develop a new range-extended electric vehicle (EREV) that will replace the F-150 Lightning. The new EREV will feature a gasoline generator that charges the battery, allowing for an estimated range of 700 miles and heavy-duty towing capabilities. Doug Field, Ford's chief EV, digital, and design officer, stated that the next-generation F-150 Lightning EREV will deliver "near instantaneous torque and pure electric driving" while also providing the towing ability that Ford's customers consider non-negotiable. The decision to end F-150 Lightning production marks a significant shift in Ford's electric vehicle strategy, which was initially focused on developing full-size battery electric pickup trucks. The company had invested heavily in the F-150 Lightning, which was launched in 2022 with a starting price of around $40,000. However, the truck failed to gain significant market traction, with sales falling short of Ford's expectations. Industry analysts attribute the decline in demand for full-size battery electric pickup trucks to several factors, including high production costs, limited charging infrastructure, and consumer preferences for more affordable and practical vehicles. "The market for full-size battery electric pickup trucks has been slower to develop than expected," said a spokesperson for a leading automotive research firm. "Ford's decision to focus on cheaper vehicles, hybrids, and EREVs is a pragmatic response to changing market conditions." Ford's decision to end F-150 Lightning production will result in a significant reduction in the company's electric vehicle production capacity. However, the automaker has announced plans to invest in its battery storage business, which is expected to provide a new revenue stream for the company. According to a statement released by Ford, the company will invest $10 billion in its battery storage business over the next five years, with a focus on developing advanced battery technologies and manufacturing capabilities. The impact of Ford's decision on the electric vehicle market is likely to be significant, with other automakers potentially following suit. However, the company's focus on developing more affordable and practical electric vehicles may help to drive growth in the market. As Doug Field noted, "Our next-generation F-150 Lightning EREV will be every bit as revolutionary" as the original F-150 Lightning, but with a more practical and affordable design.