F150 Lightning Maybe Dead?

[mkg3]

According to WSJ, they claims Ford executives are having "active discussions" about ending Lightning production.

"They definitely surprised us. Customers are not interested in a $75,000 electric vehicle. They find them interesting; they’re fast, they’re efficient. You don’t go to the gas station. But they’re expensive."
-Ford CEO Jim Farley

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[schlosrat]

Here's a link to the article: https://www.wsj.com/business/autos/ford-150-lightning-ev-decision-89dc0d84?gaa_at=eafs&gaa_n=AWEtsqcIxNrlpdX45NhKCRJkILQq2W90VjaZPNwknLYMW-aoF24x99yIVETu2MxqP4Q=&gaa_ts=690d390e&gaa_sig=bCvZAWY7HfiOo4gKHVghwWtjYczCGclfpuXyKYBiSwrUaQLNo3AdIZCdLsR6Fe1ZikZ1R_udy9VU0W2ma9HiDw==

"Once hyped as a ‘smartphone that can tow,’ production of the money-losing EV pickup may be shut down for good"

The article is behind a paywall, but the gist of it seems clear from the teaser they will share for free.

 

[seanocono]

The Lightning is a nice truck, and it would be a shame for customers to lose another compelling option in the market.

But if this rumor comes to fruition, I imagine R1T sales would benefit.

 

[savethemanual]

But if this rumor comes to fruition, I imagine R1T sales would benefit.

GM also, probably even more since they are full size like the Lightening. The EV Pickup category is peanuts compared to what they sell as ICE though.

 

[seanocono]

GM also, probably even more since they are full size like the Lightening.

Assuming GM also stays in the game. They are selling less than the Lightning.

But I hope these are just rumors. Competition benefits the consumer.

 

[sub]

Everyone launched their electric pickups by advertising too good to be true prices. And then they all increased the price drastically when it came time to actually sell the vehicles. Tesla did it. Ford did it. Rivian did it.

And then they act surprised when they aren't selling like hot cakes? I don't understand how they could all have been so far off on the real cost to make an electric pickup, but it isn't fair to blame consumers for not wanting to pay twice the advertised price. Even if the vehicles are objectively worth the asking it is hard to not feel like you are overpaying when they started off advertising such a drastically lower price.

Perhaps Ford will try again when they can actually achieve that $40K price point that they were originally advertising. Or when people forget that it was supposed to be a $40k vehicle.

 

[Time2Roll]

the $75K reach will be even higher when the Slate is in production.

 

[Donald Stanfield]

the $75K reach will be even higher when the Slate is in production.

*if the Slate goes into production.

 

[Joules Burn]

Here's a link to the article: https://www.wsj.com/business/autos/ford-150-lightning-ev-decision-89dc0d84?gaa_at=eafs&gaa_n=AWEtsqcIxNrlpdX45NhKCRJkILQq2W90VjaZPNwknLYMW-aoF24x99yIVETu2MxqP4Q=&gaa_ts=690d390e&gaa_sig=bCvZAWY7HfiOo4gKHVghwWtjYczCGclfpuXyKYBiSwrUaQLNo3AdIZCdLsR6Fe1ZikZ1R_udy9VU0W2ma9HiDw==

"Once hyped as a ‘smartphone that can tow,’ production of the money-losing EV pickup may be shut down for good"

The article is behind a paywall, but the gist of it seems clear from the teaser they will share for free.

Try this one. It is gift unlocked.

https://www.wsj.com/business/autos/...4?st=GKtEuS&reflink=desktopwebshare_permalink

 

[Great Gatsby]

Honestly, I never understood why they all rushed EV trucks to market and not SUVs. Stereotypes can be true, and I can't imagine many trucks guys I know looking for an electric option. If they had released a Ford Explorer or Expedition Lightning, that would likely be my car right now. Same thing with GM and a Yukon or Tahoe EV. Those would sell.

I'm not shocked this category is struggling and likely will continue to do so. Bring on midsize or compact EV trucks. Those can likely sway some curious people. I'm currently driving a Silverado EV, and while I love the range, the concept of the truck does not make a lot of sense to me. I'm an EV guy. I love the smoothness of the EV powertrain, things like one pedal driving and not having to go to a gas station. With that being said, I'd likely go for an ICE truck over this. It'd be cheaper to fill up given how large the battery is in this thing and cheaper to purchase in general. I just don't understand the logic and am more puzzled that these executives are like "why can't we sell massive EV trucks to people who aren't looking for EVs or massive pickups?"

 

[ThumprMN]

Honestly, I never understood why they all rushed EV trucks to market and not SUVs. Stereotypes can be true, and I can't imagine many trucks guys I know looking for an electric option. If they had released a Ford Explorer or Expedition Lightning, that would likely be my car right now. Same thing with GM and a Yukon or Tahoe EV. Those would sell.

I'm not shocked this category is struggling and likely will continue to do so. Bring on midsize or compact EV trucks. Those can likely sway some curious people. I'm currently driving a Silverado EV, and while I love the range, the concept of the truck does not make a lot of sense to me. I'm an EV guy. I love the smoothness of the EV powertrain, things like one pedal driving and not having to go to a gas station. With that being said, I'd likely go for an ICE truck over this. It'd be cheaper to fill up given how large the battery is in this thing and cheaper to purchase in general. I just don't understand the logic and am more puzzled that these executives are like "why can't we sell massive EV trucks to people who aren't looking for EVs or massive pickups?"

It’s partially my fault… I’ve been yearning for an electric midsize pickup since the early 2000’s when I thought that was the next step at the time after the EV1. So the universe granted my wish a decade later… and now I have what I wanted, but thats why trucks came first instead of SUV’s. Sowwy

 

[Donald Stanfield]

Honestly, I never understood why they all rushed EV trucks to market and not SUVs. Stereotypes can be true, and I can't imagine many trucks guys I know looking for an electric option. If they had released a Ford Explorer or Expedition Lightning, that would likely be my car right now. Same thing with GM and a Yukon or Tahoe EV. Those would sell.

I'm not shocked this category is struggling and likely will continue to do so. Bring on midsize or compact EV trucks. Those can likely sway some curious people. I'm currently driving a Silverado EV, and while I love the range, the concept of the truck does not make a lot of sense to me. I'm an EV guy. I love the smoothness of the EV powertrain, things like one pedal driving and not having to go to a gas station. With that being said, I'd likely go for an ICE truck over this. It'd be cheaper to fill up given how large the battery is in this thing and cheaper to purchase in general. I just don't understand the logic and am more puzzled that these executives are like "why can't we sell massive EV trucks to people who aren't looking for EVs or massive pickups?"

You’re right. I see it on this forum all the time. People who need a truck to tow any distance are going to be making some serious compromises over an ICE vehicle. The guy looking to move his boat or travel trailer for vacation is better served with ICE.

Auto manufacturers should be making the bigger SUVs in EV. The people buying them aren’t buying for towing usually but people hauling and the range in existing EVs is enough to road trip while not towing.

The people who are going to buy EVs for environmental reasons have already done so. To get new customers you need to appeal to their needs. Give them a reason an EV makes their life easier or better. EVs objectively drive better, they have one pedal which is better as well and if you can charge at home it’s better than ICE for daily use. So long as you don’t use an EV for something where the slower charging makes a significant handicap like towing.

 

[Great Gatsby]

You’re right. I see it on this forum all the time. People who need a truck to tow any distance are going to be making some serious compromises over an ICE vehicle. The guy looking to move his boat or travel trailer for vacation is better served with ICE.

Auto manufacturers should be making the bigger SUVs in EV. The people buying them aren’t buying for towing usually but people hauling and the range in existing EVs is enough to road trip while not towing.

The people who are going to buy EVs for environmental reasons have already done so. To get new customers you need to appeal to their needs. Give them a reason an EV makes their life easier or better. EVs objectively drive better, they have one pedal which is better as well and if you can charge at home it’s better than ICE for daily use. So long as you don’t use an EV for something where the slower charging makes a significant handicap like towing.

Looks like you and I need to run into these boardrooms and smack them with a dose of the obvious. Not only did they bring pickup trucks first, but they also cancelled any upcoming EV SUV plans. The segment that would have really picked up the sales from the ICE side. Again, this is not a mystery. The R1S sells way more than the R1T. GM has currently 3 electric pickup trucks for some reason. I can't imagine doing a Yukon EV from the Sierra EV and a Tahoe EV from the Silverado EV to be that much of a challenge. But nope, they are reeling back instead. I guess another dose of the obvious for them would be that this will likely come back to bite them in the ass over the next decade.

 

[elektrode]

I just don't understand the logic and am more puzzled that these executives are like "why can't we sell massive EV trucks to people who aren't looking for EVs or massive pickups?"

Maybe they were using these vehicles to meet Cali emission standards? So the ICE guzzlers made sense in that regard. But now it’s “roll coal drill baby drill”!

I believe it might be called Free Market Climate Suicide… oops I mean Capitalism.

 

[Donald Stanfield]

Looks like you and I need to run into these boardrooms and smack them with a dose of the obvious. Not only did they bring pickup trucks first, but they also cancelled any upcoming EV SUV plans. The segment that would have really picked up the sales from the ICE side. Again, this is not a mystery. The R1S sells way more than the R1T. GM has currently 3 electric pickup trucks for some reason. I can't imagine doing a Yukon EV from the Sierra EV and a Tahoe EV from the Silverado EV to be that much of a challenge. But nope, they are reeling back instead. I guess another dose of the obvious for them would be that this will likely come back to bite them in the ass over the next decade.

Yup. I wonder how well the Caddy SUVs are selling. The Escalade doesn't count, but the Lyric and the Vistiq are decent EV SUVs.

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