Ford introduced the F-150 Lightning at a time when confidence in the electric vehicle market was extremely high. Automakers across the industry were anticipating dramatic growth, and Ford expected the electric version of its best-selling truck to be a major commercial success. At one point, the company projected annual sales of up to 150,000 units. Reality has not matched those expectations. In 2023, Ford sold only about 33,000 Lightnings, and industry analysts believe many of those were sold at a significant financial loss. Because of this disappointing performance, some executives within Ford are reportedly discussing whether to end production of the Lightning altogether, according to a report from The Wall Street Journal.
So far, no final decision has been made. The discussion, however, comes at an interesting time. Just last week, Ford launched a new marketing effort focused on showcasing one of the Lightning’s unique benefits: its ability to serve as a backup power source for homes and even feed energy back into the grid. This feature allows the truck to draw electricity when rates are low and supply power when needed, provided the owner’s local utility supports such use. Despite creative efforts like this to highlight the Lightning’s advantages, Ford’s EV sales have fallen in the wake of federal tax credit eligibility changes. In October, Ford’s total electric vehicle sales dropped by 24 percent. The Lightning, in particular, has long been considered a vehicle that loses money for the company—something that is harder to justify now than in the past.
One factor influencing Ford’s reassessment is the shift in automotive regulatory frameworks. In previous years, automakers were required to meet fleet-wide fuel economy averages. Selling electric vehicles helped offset gas-powered trucks and SUVs, which consume more fuel. But changes to U.S. regulations under the Trump administration loosened those requirements while also increasing tariffs that raise manufacturing costs. As a result, Ford no longer benefits as directly from selling EVs to balance fuel economy standards, making it harder to justify the financial losses associated with producing the Lightning.
Dealers also report weak demand. Some retailers have stated that they simply do not place orders for the Lightning because customers are not requesting it. Although Ford emphasizes that the Lightning remains the best-selling electric pickup truck in the United States and achieved record third-quarter sales, competition has intensified due to rivals such as Tesla’s Cybertruck, the Chevy Silverado EV, GMC Hummer EV, and Rivian’s R1T.
A broader challenge remains across the electric truck segment. It is extremely difficult to deliver the towing capability, driving range, and spaciousness that full-size truck buyers expect while also pricing the vehicle competitively with gasoline-powered models. Many consumers are not yet willing to pay a premium for electric trucks, especially while battery costs remain high.
Despite this, Ford does not appear ready to abandon electric trucks entirely. The company is currently prioritizing production of the gasoline and hybrid F-150 variants because of an aluminum supply issue, temporarily pausing Lightning manufacturing. Ford is also developing an all-new electric truck expected to cost around $30,000, built on what CEO Jim Farley has described as a simplified “Universal EV Platform” that will require fewer parts and lower production costs.
For now, the Lightning’s future remains uncertain. The Rouge Electric Vehicle Center is expected to resume production eventually, though Ford has not provided a firm timeline.