F-150 Sales Decline, Yet Ford Keeps Pushing Back the Next Generation

Ford F-150 sales are on the decline, yet the debut of the next-generation model has been postponed until 2028. Last year, the F-150 lost its title as America’s best-selling vehicle to the Toyota RAV4, prompting Ford to extend the production of the current model for another year. While the automaker has neither confirmed nor denied the delay, this postponement could create an opportunity for key rivals such as Chevrolet, GMC, Ram, and Toyota to strengthen their market positions.

The F-150 was last updated in 2023, but Ford’s list of postponed models extends beyond its flagship pickup. The electric SUVs originally planned for 2025 have been pushed back to 2027, and the successor to the F-150 Lightning—codenamed Project T3—is now expected in the second half of 2027.

Additionally, Ford plans to unveil a mid-size pickup in 2027, built on a new cost-effective platform. The company is also investing in the development of a three-row hybrid crossover, signaling a broader shift toward hybrid powertrains across its North American lineup—including even the next-generation Super Duty heavy-duty trucks.