Ford is halting F-150 Lightning manufacturing in mid-November because the as soon as best-selling electrical pickup faces a wave of latest competitors. The corporate will cease constructing fashions at its Rouge EV middle in Michigan for almost two months.
Ford will pause output at its Rouge Electrical Car 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 working 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 mentioned in an e-mail to Electrek, “We proceed to regulate manufacturing for an optimum mixture of gross sales progress and profitability.”
The pause will start after the work day on Nov 15. Nonetheless, with the plant solely working 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 file 32,095 EVs offered in Q3, GM surpassed Ford, which offered 23,509 electrical fashions. GM is now forward within the US by way 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 line with Cox Automotive, Tesla’s Cybertruck was the third best-selling EV within the US in Q3, with 16,692 fashions offered. As 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, will probably be enjoyable to see the place the rankings find yourself subsequent 12 months.
By way of its new “Energy Promise,” Ford is giving EV consumers a free Stage 2 dwelling charger and masking the price of commonplace set up. The corporate mentioned the brand new program is designed to assist present consumers 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 way of the primary 9 months of the 12 months. The corporate mentioned an 11% drop in quantity was attributable to “aggressive market dynamics.” The decrease quantity and “industry-wide pricing stress” led to income slipping 33% YOY to $1.2 billion.
CEO Jim Farley mentioned the corporate has taken “powerful actions” to determine a bonus in upcoming areas, together with next-gen EVs and software program.
On the corporate’s earnings name, Farley mentioned its new mid-size electrical pickup, due out within the second half of 2027, will “match the fee construction of Chinese language OEMS constructing in Mexico.” The feedback had been probably directed at BYD, which launched its first pickup truck, the Shark PHEV, which is able to rival Ford’s Ranger.
Ford will start producing LFP batteries in Michigan in 2026, which ought to assist the corporate minimize prices.
In line with Farley, Ford’s “skunkworks” crew 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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