Ford is ending production of the F-150 Lightning in mid-November as the once best-selling electric pickup truck faces a wave of new competition. The company will stop building models at its Rouge EV facility in Michigan for about two months.
Ford will halt production at its Rouge Electric Vehicle plant amid “slower-than-expected” demand for the all-electric pickup truck.
The layoffs come after Ford cut its factory workforce by a third earlier this year. No job cuts were included as employees were reassigned or retired.
As of April, 700 of the 2,100 workers were transferred to the Michigan Assembly plant, and another 700 were offered a retirement package or the opportunity to join others to help build the Bronco and Ranger in MI.
Ford spokesman Martin Gunsberg confirmed this Electrek earlier this year the center had three staff members working two shifts, which was reduced to one team working one shift in April.
The Dearbon-based automaker is now preparing to temporarily halt production of the Rouge EV for several weeks.
Ford plans to end production of the F-150 Lightning in Michigan
Ford spokeswoman Jessica Enoch said in an email Electrek“We continue to adjust production to find the right combination of sales growth and profitability.”
The suspension will begin after the work day on Nov 15. However, since the plant operates only during the weekdays, Nov 15-16 would not be production days.
Enoch confirmed that the first day down will be Nov 18, and production will resume on Jan 6, 2025. The break includes a week of holiday break, starting on Dec 23, at all US Ford plants.
Ford's latest setback comes after it was overtaken by rival GM in US electric car sales last quarter.
With a record 32,095 EVs sold in Q3, GM surpassed Ford, which sold 23,509 electric models. GM is ahead in the US in the first nine months with 70,450 EVs sold, compared to Ford's 67,689.
Ford's electric pickup is facing a new wave of competition, with Tesla's Cybertruck, the Chevy Silverado EV, and the GMC Sierra EV being released.
In accordance with Cox AutomotiveTesla's Cybertruck was the third best-selling EV in the US in Q3, with 16,692 models sold. By comparison, Ford sold 7,162 F-150 Lightnings last quarter.
With the new low-priced Chevy Silverado EV LT now available and GMC's Sierra EV coming out, it will be interesting to see where the standards end up next year.
With its new “Power Promise,” Ford is offering EV buyers a free Level 2 home charger and covering the cost of a standard installation. The company said the new program is designed to help show consumers the real benefits of driving an EV, like waking up with a full charge every morning.
Electrek's Take
While Ford was bullish on Q3 profit and EPS estimates earlier this week, the company's Model e EV unit reported another loss of $1.2 billion last quarter.
Ford's EV business has now lost $3.7 billion in the first nine months of the year. The company attributed the 11% decline in volume to “competitive markets.” Lower volume and “industry-wide pricing pressure” led to revenue falling 33% YOY to $1.2 billion.
Chief Executive Officer Jim Farley said the company has taken “hard steps” to gain profits in future areas, including next-generation EVs and software.
On the company's earnings call, Farley said its new midsize electric van, due out in the second quarter of 2027, “will match the costs of China's OEMS structure in Mexico.” This comment is likely directed at BYD, which has launched its first pickup truck, the Shark PHEV, to compete with Ford's Ranger.
Ford will begin producing LFP batteries in Michigan in 2026, which should help the company lower costs.
According to Farley, Ford's “skunkworks” team in California has “overdelivered” on the company's new low-cost base as it looks to restore leadership.
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