Ford May Pull the Plug on the F-150 Lightning
The American electric pickup market might soon lose one of its few genuine stars. Ford’s board is reportedly debating whether to end production of the F-150 Lightning, the truck once hailed as a symbol of the EV era. What was meant to showcase Ford’s electric ambition has turned out to be too expensive to build, and demand no longer justifies the cost.
The F-150 Lightning remains the best-selling electric pickup in the United States, but that crown offers little comfort. In the third quarter of 2024, just over 10,000 found buyers. Annual sales hover around 23,000 units, a figure dwarfed by the conventional Mustang’s performance. At this pace, the Lightning cannot cover its production costs, let alone turn a profit. According to reports, Ford’s management has already ordered a temporary production halt and is weighing the option of not restarting the lines at all.
Sources say Ford wants to refocus on models that actually make money, particularly the simpler and cheaper petrol-powered F-150 variants. The Lightning demands costly battery technology, dedicated assembly lines and stricter quality control, all of which erode margins. The Wall Street Journal notes that a final decision could come within months.
Ford is not alone in its struggle. General Motors has also been forced to reassess its electric truck plans, as sales of the Chevrolet Silverado EV are even weaker, with only 9,400 units sold in the same quarter. In October, GM announced staff cuts and factory closures, citing “unexpectedly low demand in the electric segment.”
If the F-150 Lightning is truly nearing its end, it would mark a symbolic retreat in America’s electric revolution. Only a few years ago, Ford promised to make the Lightning the “people’s electric truck.” That dream now seems to have collided with reality: high prices, limited infrastructure and a conservative customer base. Should Ford really pull the plug, it would be a painful but honest admission that revolutions cannot be ordered into existence. And perhaps, in Ford’s pragmatic style, it will be a strategic pause before the next generation of batteries brings the Lightning back for a second, electrifying act.
