After getting off to a bit of a hot start, Ford F-150 Lightning sales have faltered as of late, declining by 46 percent in Q3 while used examples are languishing on dealer lots longer than most EVs. Now that early adopters have their pickups, others are seemingly turned off by high prices and Ford EVs in general, prompting the automaker (and its cross-town rival, General Motors) to scale back planned investments in electrification, downsizing the under-construction BlueOval SK Battery Park Michigan and Kentucky sites along with F-150 Lightning production at the Rouge Electric Vehicle Center. Production of the 2024 Ford F-150 Lightning is slated to begin at the Rouge facility next week, as Ford Authority previously reported, but it won’t be quite as robust as originally expected, according to Automotive News.
In fact, planned 2024 Ford F-150 Lightning production has effectively been cut in half, according to a planning memo sent to Blue Oval suppliers, from 3,200 units per week to 1,600. Ford originally planned to build 150,000 F-150 Lightning pickups next year, but due to what it calls “changing market demand,” the automaker ultimately decided to slash that figure dramatically.
Given Ford’s recent changes to EV investments and production in general – spurred on by slower than expected growth in all-electric vehicle sales – this news doesn’t come as a huge surprise, even as EV sales continue to set new records, overall. In a statement, Ford noted that it “will continue to match production to customer demand,” leaving the window open for other changes as well, though it also revealed that production of gas-powered F-150 models won’t be affected by this change.
Regardless, F-150 Lightning sales continue to grow, and set a new record in November as the automaker moved 4,393 units, while year-to-date, sales have increased year-over-year by 54 percent, totaling 20,365 units.