FORD'S $19B ELECTRIC TRUCK RETREAT: WHAT IT MEANS FOR EVS IN THE US

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Ford's decision to end F-150 Lightning production and shelve the T3 pickup marks a significant retreat from its ambitious EV strategy. The primary reasons cited are the shrinking EV market, low sales of high-end EVs, and a lack of profitability. The F-150 Lightning, despite being a capable and loved vehicle by many owners, faced numerous challenges from its inception, including significant price increases due to supply chain issues, dealer markups, and a lack of dealer buy-in for sales and service. While the truck itself is praised for its performance and utility for many truck owners, its Achilles' heel remains its towing range and the inability of dealerships to effectively communicate its total cost of ownership compared to combustion alternatives. The rollback of CAFE standards and the phasing out of ZEV credits appear to be the final nails in the coffin, making it difficult for Ford to justify continued investment. The move signals a pivot towards more affordable EVs and hybrids, with an "E-Rev" version of the F-150 Lightning planned.