Ford F-150 Lightning Outsold Tesla Cybertruck In March 2024

After slashing its planned 2024 Ford F-150 Lightning production and reducing its workforce at the Rogue Electric Vehicle Center amid falling demand, The Blue Oval has since introduced a number of incentives aimed at spurring sales. These include stair step incentives for leftover 2023 models, up to $15,000 in discounts, and even a conquest offer for Tesla owners. Coupled with price cuts for the 2024 Ford F-150 Lightning, these changes resulted in a healthy 80 percent sales increase over the course of Q1 2024, and that same model managed to outsell the Tesla Cybertruck in March as well, according to Automotive News.

According to data from S&P Global Mobility, the Cybertruck recorded 1,158 new registrations in March – compared to 2,893 for the Ford F-150 Lightning and 548 for the Rivian R1T. The Cybertruck launched in late November, which makes its performance compared to the R1T rather impressive, as that model debuted in the fall of 2021. However, the Ford F-150 Lightning nearly tripled its registrations from March 2023 after it launched for the 2022 model year.

It is worth noting that registration data isn’t an apples-to-apples comparison with actual sales figures, but it does give us our best shot at seeing how these respective models are performing. This is because Tesla doesn’t break out its U.S. sales from global deliveries, and Rivian doesn’t report its sales by model.

“In its fourth month, the Cybertruck had over a thousand registrations and outsold the R1T by more than two to one,” said Tom Libby, associate director of industry analysis at S&P Global Mobility. “And frankly, I’m a little bit surprised. The Cybertruck is very, very unique, and it’s interesting that it’s been able to do that type of volume so quickly.”

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