Ford F-150 Lightning sales decreased in the United States during Q3 2023.
Ford F-150 Lightning Sales - Q3 2023 - United StatesIn 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 2022||YTD 2023 / YTD 2022||YTD 2023||YTD 2022|
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|
|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|
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