Ford Authority

Ford F-150 Lightning Sales Jump 74 Percent During Q4 2023

Ford F-150 Lightning sales increased in the United States during the fourth quarter of 2023.

Ford F-150 Lightning Sales - Q4 2023 - United States

In the United States, Ford F-150 Lightning deliveries totaled 11,905 units in Q4 2023, an increase of about 74 percent compared to 6,857 units sold in Q4 2022.

During the complete 2023 calendar year, F-150 Lightning sales increased about 55 percent to 24,165 units.
MODEL Q4 2023 / Q4 2022 Q4 2023 Q4 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
F-150 LIGHTNING +73.62% 11,905 6,857 +54.74% 24,165 15,617

Ford F-150 Lightning in the Platinum trim

Competitive Sales Comparison (USA)

Sales of the Ford F-150 Lightning (see running Ford F-150 Lightning sales) jumped 74 percent during Q4 2023, selling 11,905 units for the top spot among four entries when ranked by sales volume.

The Rivian R1T followed in second with a 13 percent drop to 3,400 units, while the GMC Hummer EV Pickup (see running GMC Hummer EV Pickup sales) moved 825 units and the Chevy Silverado EV (see running Chevy Silverado EV sales) posted 443 deliveries.

Sales Numbers - Full-Size Mainstream Electric Pickup Trucks - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 Q4 23 SHARE Q4 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
FORD F-150 LIGHTNING +73.62% 11,905 6,857 72% 63% +54.74% 24,165 15,617
RIVIAN R1T -12.82% 3,400 3,900 21% 36% +32.87% 15,811 11,900
GMC HUMMER EV PICKUP +1,045.83% 825 72 5% 1% +104.68% 1,748 854
CHEVROLET SILVERADO EV * 443 * 3% 0% * 461 0
TOTAL +53.04% 16,573 10,829 +48.69% 42,185 28,371

In terms of segment share, the Ford F-150 Lightning earned a 72 percent share, accounting for nearly three-fourths of all sales, while the R1T followed with a 21 percent share, the Hummer EV Pickup posted a five percent share, and the Silverado EV held a three percent share.

FoMoCo currently has three EVs on sale, with the F-150 Lightning joined by the Ford Mustang Mach-E crossover and Ford E-Transit cargo van. F-150 Lightning and Mustang Mach-E sales were nearly equal during Q4 2023 at about 12K deliveries each, while the E-Transit move 2,143 units.

Sales Numbers - Ford EVs - Q4 2023 - USA

MODEL Q4 23 / Q4 22 Q4 23 Q4 22 Q4 23 SHARE Q4 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
FORD F-150 LIGHTNING +73.62% 11,905 6,857 46% 34% +54.74% 24,165 15,617
FORD MUSTANG MACH-E +4.57% 11,889 11,369 46% 56% +3.33% 40,771 39,458
FORD E-TRANSIT +1.42% 2,143 2,113 8% 10% +18.03% 7,672 6,500
TOTAL +27.52% 25,937 20,339 +17.92% 72,608 61,575

Overall, the full-size mainstream electric pickup truck segment grew 53 percent, selling 16,573 units during Q4 2023, meaning Ford F-150 Lightning sales outperformed the segment average.

It should be noted that a new entrant –  the Tesla Cybertruck – went on sale during the fourth quarter, but the automaker has yet to disclose sales figured or even delivery numbers for their all-new pickup.

The Ford Authority Take

After Ford F-150 Lightning sales fell 46 percent during Q3 2023 due to plummeting demand for the all-electric full-size pickup truck, they’ve pick back up during Q4 2023 to finish out the year, jumping 74 percent.

In January, The Blue Oval officially scaled back production of the 2024 F-150 Lightning, cutting it in half at the Rouge Electric Vehicle Center, including downsizing the automaker’s production output at the future BlueOval Battery Park Michigan and BlueOvalSK Battery Park plants. Ford also announced that it will shift some workers from the Rouge plant to the Michigan Assembly plant in an effort to ramp up Ford Bronco and Ford Ranger production.

Meanwhile, F-150 Lightning inventory remains high as it’s among the slowest-selling used EVs, even though it closed out 2023 as the best-selling EV pickup and one of the top-selling EVs overall. Furthermore, the FoMoCo is also making changes to its dealer invoice pricing, and began offering hefty discounts this past October, which can be combined with the $7,500 EV tax credit, as long as the overall price doesn’t exceed the $80,000 limit. Furthermore, the F-150 Lightning gains X-Plan pricing like other models in Ford’s stable.

2024 Ford F-150 Lightning Flash - Interior 001

About Ford F-150 Lightning

For 2024, the Ford F-150 Lightning drops two configurations. Yet, it adds a new Flash trim level, sitting above the XLT trim, as an option that bundles tech upgrades and the extended range battery at a more reasonable price. On the other end of the spectrum, The Blue Oval debuted the Platinum Black trim, with the F-150 Lightning being the first production Ford truck to feature a matte wrap.

The 2024 Ford F-150 Lightning gains ActiveX seating for the Lariat trim, and the entire 2024 lineup gets a heat pump as standard, while dropping Active Park Assist 2.0.

2024 Ford F-150 Lightning Platinum Black, first production Ford truck to feature a matte wrap

Accolades abound for Ford’s all-electric full-size pickup truck, with the F-150 Lightning winning the 2024 Kelley Blue Book Best Buy award as it did for 2023. It also won Vincentric’s 2024 Best CPO (Certified Pre-Owned) Value in America Awards, and was named the Edmunds Top Rated Electric Truck for 2024.

Edmunds Senior Editor Brian Wong wrote, “The F-150 Lightning is appealing in the way a regular F-150 is: It’s easy to drive and comfortable, and it can be had with some cool features that enhance the type of things you’ll want to do with a truck. The Lightning wins for being less like an electric truck and more like a truck that just so happens to be electric.”

However, in the annual J.D. Power U.S. Electric Vehicle Experience (EVX) Ownership Study, the F-150 Lightning ranked below the mass market segment average, while the Mustang Mach-E moved up to second place. Yet the truck gained a spot on the J.D. Power 2024 U.S. ALG Residual Value Awards list.

Looking ahead, Ford CEO Jim Farley said that the next-generation F-150 Lightning will be better than the Tesla Cybertruck: “Our Gen 2, all-new full-size pickup truck, for example, is one of the most thrilling vehicles I have ever seen in my career.”

  • All percent change figures compared to Ford F-150 Lightning sales in Q4 2022, unless otherwise noted
  • In the United States, there were 78 selling days for Q4 2023 and 78 selling days for Q4 2022

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