Ford is halting F-150 Lightning manufacturing in mid-November because the as soon as best-selling electrical pickup faces a wave of recent competitors. The corporate will cease constructing fashions at its Rouge EV heart in Michigan for almost two months.
Ford will pause output at its Rouge Electrical Automobile Middle amid “slower-than-expected” demand for the all-electric pickup truck.
The pause comes after Ford minimize its workforce on the plant by one-third earlier this 12 months. No job cuts had been included as employees had been both reassigned or provided retirement.
Beginning in April, 700 of the two,100 employees had been transferred to the Michigan Meeting plant, whereas one other 700 had been provided a retirement package deal or the chance to affix the others to assist construct the Bronco and Ranger in MI.
Ford spokesperson Martin Gunsberg confirmed to Electrek earlier this 12 months that the power had been operating three crews working two shifts, which dropped to at least one crew working one shift in April.
The Dearbon-based automaker is now getting ready to pause output on the Rouge EV plant for a number of weeks.
Ford plans F-150 Lightning manufacturing halt in Michigan
Ford spokesperson Jessica Enoch stated in an electronic mail to Electrek, “We proceed to regulate manufacturing for an optimum mixture of gross sales development and profitability.”
The pause will start after the work day on Nov 15. Nonetheless, with the plant solely operating on weekdays, Nov 15-16 wouldn’t have been manufacturing days.
Enoch confirmed the primary day down can be Nov 18, with manufacturing resuming on Jan 6, 2025. The pause contains the vacation break week, beginning Dec 23, in any respect US Ford crops.
Ford’s newest hurdle comes after it was topped by crosstown rival GM in US electrical car gross sales final quarter.
With a document 32,095 EVs offered in Q3, GM surpassed Ford, which offered 23,509 electrical fashions. GM is now forward within the US by means of the primary 9 months with 70,450 EVs offered, in comparison with Ford at 67,689.
Ford’s electrical pickup faces a brand new wave of competitors, with Tesla’s Cybertruck, the Chevy Silverado EV, and the GMC Sierra EV rolling out.
In keeping with Cox Automotive, Tesla’s Cybertruck was the third best-selling EV within the US in Q3, with 16,692 fashions offered. Compared, Ford offered 7,162 F-150 Lightnings final quarter.
With the brand new lower-priced Chevy Silverado EV LT now out there and GMC’s Sierra EV rolling out, it is going to be enjoyable to see the place the rankings find yourself subsequent 12 months.
By way of its new “Energy Promise,” Ford is giving EV patrons a free Degree 2 dwelling charger and masking the price of customary set up. The corporate stated the brand new program is designed to assist present patrons the true advantages of driving an EV, like waking up with a full cost each morning.
Electrek’s Take
Though Ford topped Q3 income and EPS estimates earlier this week, the corporate’s Mannequin e EV unit reported one other $1.2 billion loss final quarter.
Ford’s EV enterprise has now misplaced $3.7 billion by means of the primary 9 months of the 12 months. The corporate stated an 11% drop in quantity was because of “aggressive market dynamics.” The decrease quantity and “industry-wide pricing strain” led to income slipping 33% YOY to $1.2 billion.
CEO Jim Farley stated the corporate has taken “robust actions” to ascertain a bonus in upcoming areas, together with next-gen EVs and software program.
On the corporate’s earnings name, Farley stated its new mid-size electrical pickup, due out within the second half of 2027, will “match the price construction of Chinese language OEMS constructing in Mexico.” The feedback had been seemingly directed at BYD, which launched its first pickup truck, the Shark PHEV, which can rival Ford’s Ranger.
Ford will start producing LFP batteries in Michigan in 2026, which ought to assist the corporate minimize prices.
In keeping with Farley, Ford’s “skunkworks” workforce in California has “over-delivered” on the corporate’s new low-cost platform because it seems to be to regain management.
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