Ford is reducing the number of shifts working on Ford F-150 Lightning pickup production from three to a single shift at the Rouge Electric Vehicle Center, according to an announcement it made today, as demand levels for the all-electric truck remain below original expectations.
The Blue Oval says its reduction in Ford F-150 Lightning production are part of a strategy to “achieve the optimal balance of production, sales growth and profitability” and that it is “balancing” manufacturing levels of various models to meet demand.
Ford notes that it expects 2024 EV sales to increase year-over-year, although “less than anticipated.” The automaker’s president and CEO Jim Farley remarked that the Ford F-150 Lightning still holds the title of “America’s best-selling EV pickup,” adding some qualified optimism by stating “we see a bright future for electric vehicles for specific consumers.” Lightning sales grew 53 percent during 2023.
Stepping production at the Rouge Electric Vehicle Center from three shifts to one will remove the need for approximately 1,400 workers at the facility. About 50 percent of these employees will be transferred to the Michigan Assembly Plant in Wayne, where they will work on the assembly lines producing the Ford Bronco, Ford Bronco Raptor, Ford Ranger and Ford Ranger Raptor.
The other roughly 700 workers will either be placed in positions at regional facilities or offered an early retirement package based on the contract that recently emerged from the UAW Stand Up Strike.
The Blue Oval’s decision to scale back Ford F-150 Lightning production by approximately two thirds, effective April 1st, casts some light on GM’s recent assessment of slower demand for EV pickup trucks. In October, the General announced it has pushed back production of the Chevy Silverado EV and GMC Sierra EV at the GM Lake Orion Assembly plant from late 2024 to late 2025.
The two models, as well as the Chevy Equinox EV, also had their launch delayed in part by the UAW strike. Production of GM’s Ultium-based electric vehicles was also constrained by problems involving an unspecified automation equipment supplier. Also in October, the automaker said it had abandoned its plans to produce 400,000 EVs in North America by summer of 2024.
However, GM still believes it can reach its production goal of producing1 million EVs annually in North America by 2025’s end. It also maintains its goal of a fully electrified lineup by 2035 and anticipates that its EVs will achieve profitability by the second half of 2024.
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Comments
Can’t sell them or can’t afford to sell them (at a loss)?
Probably both
How come Tesla is able to sell Cybertruck for $80K and Rivian their R1T for $70K, but Ford could not sell Lightning for just $50K.
They better start direct sale and then see how it flies.
I was within 10 feet of a Cybertruck while it was moving slowly over mildly uneven pavement.
The bedcover rattled like the lid on a galvinized garbage can. I kid you not .
Because people buy Ford trucks for real usages but Cyber trucks and Rivians are bought as virtue signals.
“However, GM still believes it can reach its production goal of producing1 million EVs annually in North America by 2025’s end.”
1 million EVs without Bolt. No chance.
Around 3,200 Bolt (EV & EUV) are in inventory, go grab it.
I traded for a Tesla S on a 6.2 V8 High Country Tahoe, this week. The customer said, he enjoyed his Tesla and it was fun for a couple of years but he was over it. He was looking forward to being in a large SUV once again and didn’t foresee owning another EV in the future.
shut it down and move on
bring back your V8s
remove that stupid turbo garbage
get rid of the platinum and king ranch cringe poser trims
start making the mondeo (taurus) and focus again
there. i just fixed ford. ill take my 400 mil commission now. thanks
If the Lightning was 50% cheaper and 50% more range it would be a solid hit, but that is not where the industry is at.
I read an article on fox news talking about how these “greenies” are loosing their minds because in the COLD winter their wonderful EVs aren’t holding their charges, don’t charge out in the cold like they do in the summer, and are very disappointed in the lack of infrastructure available. ALL I CAN SAY IS DUH!!!!!!!!! Let me keep my ICE vehicle, stop pushing it so hard on the public. Most don’t want them!!! Plain and simple.
EVs the new motorcycle?
We need climate to change to combat climate change? Duh
Everyone they sell ,they take a loss. How long can you go on like that ?
Ironic, EVs seem to perform as smoothly and flawlessly as the ‘authority’ website .
Last year you couldn’t touch a Lightning, get in line if you wanted one. Right now my small Ford dealer has 8 in stock, prices ranging from $60k to $80k+. I don’t think the pricing is the killer, there are tons of $75-80k+ Rams, F-250s and F-350s and Silverados on the road here.
I think EV buyers accept the fact that the current technology allows about 1/2 the capability of a similar “regular” vehicle, especially when it starts getting cold (this isn’t a surprise for anyone that knows anything about EVs). So for trucks especially, paying almost twice the price for half the capability is certainly not going to sell vehicles, and isn’t something you can sacrifice in your daily routine. So maybe the next battery breakthrough (that of course is right around the corner) will provide the power necessary to provide the capabilities consumers need.