Ford is modifying the production strategy for its F-150 Lightning, the top-selling electric truck in the US in 2024, due to “slower than expected” demand. Despite delivering over 24,000 EV pickups last year, Ford is making production cuts to achieve the right balance between production, sales growth, and profitability. The move comes as Ford anticipates global EV sales growth in 2024 but observes “less than anticipated” demand for the F-150 Lightning.
The production adjustment will impact approximately 1,400 employees at Ford’s Rouge EV plant, transitioning to a single shift. Around 700 employees will be relocated to the Michigan Assembly plant, while others will find positions at other southeast Michigan plants. Ford stated that the transition may also affect a few dozen employees at F-150 Lightning components plants.
Simultaneously, Ford is adding a shift to increase production of its gas-powered Bronco and Raptor pickups, emphasizing a mixed approach to gas-powered, hybrid, and electric vehicle production for optimizing financial returns.
This decision follows a prior production cut at the Rouge EV plant in mid-October 2023. The facility, previously operating with three crews on two shifts, will shift to one crew working one shift starting April 1, 2024.
Despite the adjustments, Ford remains committed to EV adoption, with CEO Jim Farley expressing confidence in a “bright future” for EVs, especially with upcoming digitally advanced models and access to Tesla’s charging network. The company has also made adjustments to pricing, production, and trim packages for the 2024 F-150 Lightning, introducing a new Flash trim with extended range and additional features.