The Ford F-150 Lightning launched back in 2022 as an all-new EV pickup option not only for retail consumers, but also, commercial fleet customers as well. Regardless, the fleet-focused Ford F-150 Lightning Pro is still sold to the general public, and that particular model isn’t considered to be part of the “Core Ford Pro” lineup, which includes such models as the Super Duty, Transit, E-Series, Medium-Duty trucks, and stripped chassis vehicles. Last year, most Ford F-150 Lightning sales went to the retail side of the business, too.
According to Ford’s Q4 2024 earnings report, the Ford F-150 Lightning accounted for less than 20 percent of commercial Ford Pro sales, while over 80 percent went to the retail side of the business in the all-electric Ford Model e division. This isn’t terribly surprising, but it is worth noting that a larger mix of that model went to Pro customers than many others. In fact, only three other models had a higher mix in that regard – the Ford Explorer, Ford Expedition, and Ford Edge.
The Ford Edge is a particularly interesting case here, given the fact that it had a higher Ford Pro sales mix than any other Blue Oval model last year – a bit under 40 percent, compared to the 60 or so percent that went to retail consumers. This, despite the fact that the Edge was discontinued last year as the final example rolled off the assembly line at the Oakville Assembly plant in Canada back in May 2024.
On the opposite side of the spectrum lies models like the Ford Bronco, which accounted for less than one percent of the automaker’s Ford Pro sales in 2024, ranking it at the bottom of the pack in that regard. It’s unclear why the Ford Bronco isn’t terribly popular with commercial customers, but it clearly doesn’t have the same appeal as some of its retail counterparts – even when it comes to rental car companies, presumably.
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