Ford’s F-150 Lightning electric pickup saw a significant increase in sales in 2024, reaching 22,807 units through the third quarter, compared to 12,260 in the same period the previous year. However, despite this jump, the F-150 Lightning’s performance has not met Ford’s expectations. Given the vehicle’s association with the widely popular F-series—over 550,000 of which were sold by Ford through September 2024—the company anticipated higher demand for its electric version. In response to this shortfall, Ford is now pausing production of the F-150 Lightning, as reported by CBS News.
The production halt will take place at Ford’s Rouge Electric Vehicle Center, where manufacturing of the F-150 Lightning will be paused for nearly two months, from November 15 to January 6. This decision will affect around 730 hourly employees, who will be furloughed during this period. Additionally, Reuters reported that Ford’s U.S. plants are also expected to close for a one-week holiday break in December, adding to the downtime in production.
The F-150 Lightning debuted in the 2022 model year and has struggled to gain traction within the overall F-series lineup, which remains a staple in the U.S. truck market. Ford recently tried to stimulate demand by reducing prices on various Lightning models. The base Pro model’s price dropped from $57,090 to $49,875, while the XLT, Flash, and Lariat models also saw reductions of between $2000 and $5500 mid-year. Despite these adjustments, the price cuts did not drive the anticipated increase in sales, leading Ford to implement the temporary production suspension.
The production pause is an indication of the challenges Ford faces in the competitive EV market, where price sensitivity and consumer adoption remain critical factors. The company’s strategy with the F-150 Lightning reflects broader industry trends, where even popular brands must carefully navigate market expectations and economic conditions. Ford’s decision to halt production suggests a reassessment may be underway to better align the Lightning with evolving market dynamics as demand for electric trucks stabilizes.
