Ford Authority

Ford F-150 Lightning Sales Down 46 Percent In Q3 2023

Ford F-150 Lightning sales decreased in the United States during Q3 2023.

Ford F-150 Lightning Sales - Q3 2023 - United States

In the United States, Ford F-150 Lightning deliveries totaled 3,503 units in Q3 2023, a decrease of about 46 percent compared to 6,464 units sold in Q3 2022.

In the first nine months of the year, F-150 Lightning sales increased about 40 percent to 12,260 units.
MODEL Q3 2023 / Q3 2022 Q3 2023 Q3 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
F-150 LIGHTNING -45.81% 3,503 6,464 +39.95% 12,260 8,760

2024 Ford F-150 Lightning Flash - Exterior 002 - Side

Competitive Sales Comparison (USA)

Ford F-150 Lightning sales slipped 46 percent last quarter, selling 3,503 units and placing it second among four competitors.

The segment was led by the Rivian R1T, which saw its sales expand 86 percent to 8,200 units, outperforming F-150 Lightning sales by more than double. The GMC Hummer EV Pickup (see running GMC Hummer EV Pickup sales) moved 874 units last quarter, up 113 percent year-over-year, while the Chevy Silverado EV (see running Chevy Silverado EV sales) brought up the rear with 18 sales.

Sales Numbers - Full-Size Mainstream Electric Pickup Trucks - Q3 2023 - USA

MODEL Q3 23 / Q3 22 Q3 23 Q3 22 Q3 23 SHARE Q3 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
RIVIAN R1T +86.36% 8,200 4,400 65% 39% +100.14% 16,011 8,000
FORD F-150 LIGHTNING -45.81% 3,503 6,464 28% 57% +39.95% 12,260 8,760
GMC HUMMER EV PICKUP +112.65% 874 411 7% 4% +18.03% 923 782
CHEVROLET SILVERADO EV * 18 * 0% 0% * 18 0
TOTAL +11.71% 12,595 11,275 +66.53% 29,212 17,542

In terms of segment share, the R1T accounted for 65 percent share, up 26 percentage points. Ford F-150 Lightning sales swept up 28 percent share, down 19 percentage points, while the Hummer EV Pickup earned seven percent share, up three percentage points. Finally, the Silverado EV remained flat at zero percent share.

Overall, the full-size mainstream electric pickup segment expanded 12 percent, selling 12,595 units last quarter. Comparatively, Ford F-150 Lightning sales underperformed the segment average.

The Ford Authority Take

Ford F-150 Lightning sales experienced a sharp decline during Q3 2023, thanks to plummeting demand for the electric pickup. The Blue Oval recently ratcheted back production of the F-150 Lightning at the Rouge Electric Vehicle Center, publicly citing supply chain issues. However, a memo suggested that declining sales of the electric pickup were also to blame for reduced production, prompting The Blue Oval to shift its focus back toward production of its gasoline-powered offerings instead of the F-150 Lightning.

In order to stimulate interest in Ford F-150 Lightning sales, FoMoCo is offering hefty discounts toward its purchase, in some cases taking up to $7,500 off the electric pickup’s price. This represents the most generous discount ever offered toward the Ford F-150 Lightning, and can be combined with the $7,500 EV tax credit, so long as the overall price doesn’t exceed the $80,000 limit.

Even with declined interest, the F-150 Lightning has proved extremely popular among fleet customers. More specifically, the electric pickup racked up 7,718 new registrations with fleet owners between July 2022 and July 2023.

Looking ahead, production of the 2024 Ford F-150 Lightning will kick off on 2024 Ford F-150 on December 18th, 2023.

  • All percent change figures compared to Ford F-150 Lightning sales in Q3 2023, unless otherwise noted
  • In the United States, there were 78 selling days in Q3 2023 and 77 selling days in Q3 2022

Alexandra is a Colorado-based journalist with a passion for all things involving horsepower, be it automotive or equestrian.

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  1. John

    Early adopters and flippers are fading.

  2. Chris

    And yet they’re still marked up at all the dealerships near me. Almost like dealerships don’t want to spend Fodd’s mandatory investment and are putting their thumb on the scales of EV demand.

    1. David Dickinson II

      Dealers playing hardball. Maybe.

    2. Mf

      They’re giving every discount they can on them by me. Dealers here are trying not to even get them, because they know how hard they’ll be to sell.

  3. Michael K

    Lighting is a tough sell for early adopters looking for something more interesting than an F-150 with a frunk, especially at premium prices. It’s an even tougher sell for F-150 customers cross-shopping ICE/Hybrid F-150 now that prices have increased. They probably should have kept to their original lower volume strategy instead of expanding production. It’s going to take years of convincing their core customer to buy in, but it will have to start with reasonable pricing.

    1. Mackie

      Yep, Lightning should have been handled like a niche model like Raptor. It was even named after a prior niche ‘Lightning’ model. Ford fell for all the Wall Street pander that it’s EV or ‘nothing’. WallStreet had to justify Tesla’s market cap somehow, that will collapse very soon. EV saturation isn’t brand specific.

  4. David Dickinson II

    Lightning’s precipitous fall is shocking.

  5. Stephen

    We bought one, Lariat trim and it’s the best pickup out there in terms of performance, comfort, and in town towing. Problem for us is we Road trip, sometimes spur of the moment or long weekends and spend time charging is part of our life we don’t get back. We bought a Limited Powerboost and now 6 to 8 minutes to fill up and never have to wait for a pump. For a local works absolutely can’t be best.

  6. Buck

    The Lighting is to short ranged then if you try to tow something range tanks. The Lighting isn’t a truck its a around town look at me vehicle.

    1. Mackie

      I don’t know about the ‘look at me’ part, but with the quick powertrain and the independent suspension it’s arguably the most fun to drive pickup save for a Rivian R1T. But as noted, an around town vehicle which would be hard to beat when used as such. Most pickup owners want the versatility though, and 1 road trip in an EV (pickup or otherwise) is 1 too many.

  7. Z71_Tahoe

    The truck seems cool, but $100k for a F150 is a hard no from the type of ppl who buy F150s

  8. Scott

    4th quarter will be up, they started new plant and then put a hold for QA purposes, they did build any in July and truck built in August(mine) did not get delivered until October, neither did September builds.

    This is an amazing truck and buyers should not buy it without researching, yes if u tow a lot far distance this is not the vehicle for you yet, if u live in super cold weather not the truck for u probably yet, but I was making a decision based on 99 percent of my trips. I had an ice version and was not driving it because I couldn’t stomach gas consumption when I had a 40 mpg hybrid sitting in the garage. I loved my truck and made this choice accordingly. It is an amazing truck!!!!!!!! Couldn’t be happier with it. With factory rebate on Lariat it was cheaper than gas version, plus I get 7500 credit, plus for every 1000 miles I drive I am saving 300 dollars (difference between my 5.4 liter gas and cost of electricity. Bottom line it’s an amazing vehicle, it is not a replacement for some truck users, but it’s also not what some are making it to be out as not an awesome vehicle

  9. Andrew

    I’m guessing the fact that Ford paused production from 6/19 till 7/30 played into these numbers.

  10. Scott

    Andrew u are correct, and nothing they built in August or Sept got to dealer to be sold until October do to QA hold

    1. Pikey87

      Dealers were flooded with sellable overstock during that period though. Lightnings just aren’t selling.

  11. Plains States Patriots

    We have two 2023 models on our ranch in Fergus County, Montana, and we’re perfectly happy with them. I recommend the Lightning for reliable-in-any-weather heavier but not heavy farm utility. We run them 25 hours a day on one charge, hauling hay and water, or pulling in firewood. And to charge overnight here? $7.50.
    Thanks, Ford, for commitment to innovation, America, and working with American workers to secure a contract we all can live with.

    1. Pikey87

      There are 24 hours in a day, not 25. And you’ll never recoup the $ lost paying the lightning premium vs a regular gas model. I’m glad you’re happy, and more power to you, but there’s no need to pretend that you didn’t choose to pay a massive premium for an inferior product.

      1. Plains States Patriots

        KK; thanks!

  12. Cigna

    Hoping Warren Buffet would unload any Ford stock owned by Berkshire Hathaway like he did with their GM stock.

    1. Tim weyand

      Better Tolerances Materials Lithium Magnesium Manganese Iron Copper many other Metals used in Tolerance s. Also other Materials applied too Chargers . Also The New Ford Lightning EV. Will only and Hopefully Improve. Changes Times can cause alot of Nasty mad Disgruntled People. Many old but now with Better ways too make these Vehicles and Hydrogen other non pollution ways .Too make this Work

    2. Belo

      Why would you say that on a Ford fan site. It looks like you don’t like GM either which would be understandable if yo would be a Ford hard core fan. Maybe you should post on a “Toyota authority” site.

  13. Shelbykl

    The range when towing killed this truck both Chevy and Dodge got it wright design wise with going with a huge battery. The Lightning has to small of a battery, lack luster range and youtube tore it up for that reason. Its is a worthless truck at doing truck stuff like towing and cold weather range is just not acceptable, it is like the Ford engineers did not test their product.

  14. Pikey87

    Can’t tow or drive distances without extensive planning and back up plans at every step. Overpriced. Bad app integration. No surprise the lightning is failing so miserably.


    This may help FORD turn around from the strike losses !! They loose $30,000 on everyone sold , Stop the madness ——-

    1. David Dickinson II

      It is worse now. Currently, Ford is losing $67,000 on every EV.

  16. Michael Noah

    Who would have guessed the market for a $100,000 truck that can’t tow or haul any further than about 100 miles, then require hours to recharge, wouldn’t catch on…

  17. G W.

    The cost for a f150 lightening is $120,000 cdn for a platinum model. And the battery mileage sucks, either with towing or cold weather. Just not worth the money. And it’s a lot of money.

  18. james B wiseman

    I can`t see how your saving anything when an EV 150 costs 100k not to mention the cost of installing a charging station at your home/business. A GAS vehicle has few limits if any. Wake up FORD ! Build vehicles especially sedans . Not everyone wants an EV , SUV , nor a Truck . The ASIAN`S are going to eat your lunch .


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