this post was submitted on 19 Dec 2025
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I think they overestimated their market. I think the Lightning was the perfect truck to spearhead the EV transition. It looks, drives, and feels like a normal (yet powerful) truck. Being the highest volume seller, electrifying the F150 made sense on paper.
But that’s where it really stops.
The kind of person that buys a 4x4 F150, is not the same demographic that wants to be seen in an EV. As childish as the mentality sounds, that’s the demographic.
Where they sell 70,000 F-series (150 through 550 I think super duty’s included until dump beds), they only sold ~1,500-2,000 lightnings a month. Which honestly isn’t that bad for such a niche product.
I think the move to give it a plug in hybrid style powertrain will help sales as our travel charging infrastructure is still garbage. But try and tell people that they can just charge at home with an L2 and they freak out. It’s also frustrating that most people who are against EV’s just don’t understand technology in general.
In contrast, Ford sells about 15,000 mavericks a month. More when it was newer, same with the Lightning.
I do agree with your points and that Ford isn’t happy, and they could have handled the whole situation a little better.
They should have a fully electric Maverick.
Why is it that electric cars have to be weird, ridiculously high performance, or both?
I don't want strange controls, I don't want virtual door handles, I don't want a cab full of computer screens, I don't want bizarre styling, and I honestly don't want a 250mph 0-60 in 0.2 seconds hypercar. Give me a car that looks and acts normally but has an electric powertrain so that I can plug it in at home rather than having to go to a gas station all the time.
I also think that PHEVs are great for all the rurals. Especially if they keep the ICE fairly powerful. Just tell people "for your grocery run to town you don't need any fuel, but to get to the next town over you can just hoon the ecoboost. Or fuck it, build a V8 diesel PHEV. Nothing stopping them from doing it, it's not like F series buyers care about excess weight lmao
I think it's less about aversion to EVs and more about aversion to the $100,000 price tag.
If that thing is $50k, I think sales at least stay even, if not pick up.