Source – Business Insider India
In a setback to Ford’s ambitious foray into electric vehicles, production of the much-anticipated F-150 Lightning electric pickups has come to a temporary halt due to an undisclosed quality problem. This recent development follows a brief hiatus in manufacturing earlier in the year caused by a dip in sales. Since February 9, the American automaker has ceased the production of all 2024 Lightning models and is conducting rigorous quality checks.
In a bid to prioritize quality assurance, Ford has announced a suspension of shipments for the electric pickups until further notice. The automaker, however, did not specify a timeline for when the Lightning units would resume shipping. Meanwhile, the gas-powered F-150 models, revamped for the 2024 model year, have begun their journey to dealerships, signaling a strategic shift for Ford amid these quality concerns.
Delivery Delays and Sales Dynamics
Despite Ford’s assurances of Lightning deliveries within the “early 2024” timeframe, concerns have arisen as reports suggest a substantial backlog of trucks in Detroit lots since December. Some business customers are already experiencing delays of up to eight weeks in their orders, adding to the challenges faced by the automaker. Ford acknowledges that the Lightning constitutes only a fraction of its F-series sales, with the gasoline- and hybrid-powered F-150s dominating the market. Last year, out of the 750,000 F-series trucks sold, only around 24,000 were the electric Lightning models.
Emma Bergg, a Ford spokeswoman, attempts to allay fears by stating that dealers currently have F-150 Lightning trucks in stock, ensuring buyers can still find available trucks until regular shipments resume. This production hiccup is not the first for the Lightning; production was briefly halted a year ago due to a potential battery problem.
Ford’s Electric Vehicle Strategy Undergoes Recalibration
The decision to electrify the F-150, the most popular pickup truck in the United States, initially seemed like a natural progression for Ford. However, challenges have emerged, including dealership stockpiling and significant price increases, leading to decreased demand for the electric model. The entry-level F-150 Lightning, initially priced just under $40,000, has now risen to almost $60,000 without additional options.
In response to these challenges, Ford is recalibrating its electric vehicle (EV) strategy. The company is reevaluating manufacturing plans, focusing on creating more affordable EVs to broaden its customer base. Additionally, Ford is delaying the introduction of next-generation EVs to ensure financial stability, following significant losses in their EV subsidiary, Model E. Despite these adjustments, the automaker remains committed to the long-term potential of EVs and emphasizes the importance of achieving cost parity with traditional gasoline-powered vehicles for widespread EV adoption.
Also read: Ford Slashes Production Targets For F-150 Lightning Amid Shifting EV Landscape
