Ford Slashes Electric F-150 Production Amidst Sluggish EV Demand


Production Adjustment Amidst Sluggish Demand

Ford, a leading automaker, is making strategic shifts in response to a slowdown in electric vehicle (EV) demand. Notably, the production of its electric F-150 Lightning truck is being scaled back, impacting approximately 1,400 employees.

Focus on Market Dynamics and Flexibility

The decision comes as Ford’s Rouge Electric Vehicle Center transitions to a single shift starting in April. Despite being among the best-selling EV brands in the United States in 2023, with a 55% increase in F-150 Lightning sales from the previous year, Ford is adapting to a cautious outlook on continued EV sales growth.

Balancing Choices, Growth, and Profitability

Jim Farley, Ford’s President and CEO, stated, “We are taking advantage of our manufacturing flexibility to offer customers choices while balancing our growth and profitability.” This shift in strategy reflects the dynamic nature of the automotive industry, where manufacturers must adapt to changing market demands.

The Broader Impact on Ford’s Portfolio

While scaling back electric truck production, Ford is strategically boosting production of its Bronco SUV and Ranger pickup to meet rising demand. This move includes plans for 900 new hires and the incorporation of 700 employees from its Rouge Complex to support a third crew at the Michigan Assembly Plant.

Industry-wide Implications and Challenges

Ford’s decision is not isolated, as the broader EV industry faces challenges. Other major players, including Sixt and Hertz, have recently made adjustments due to the evolving market. This includes Sixt phasing out its Tesla fleet and Hertz scaling back Tesla EVs as part of a price-cut strategy for used models.

Conclusion: Navigating Market Volatility

In the wake of these developments, Ford’s shares experienced a 0.2% dip to $10.96 per share as of 10:20 a.m. ET Friday. Over the past year, the company has seen a nearly 10% decline in its stock value, highlighting the challenges and uncertainties in the ever-evolving electric vehicle landscape.


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