The Ford F-150 Lightning is supposed to be its EV flagship. It is the electric version of its F-150 pickup, the best-selling vehicle in America for over four decades. That should give the Lightning a built-in advantage. However, Ford has only sold 3,600 in the first two months of 2023. It is a sign of how far Ford has to go as it tries to get Lightning sales into the tens of thousands per month.
It is not clear why the Lightning is doing so poorly. Production has been shut down for weeks because of battery problems. The price of the Lightning has jumped, which happened suddenly and without warning. The least expensive Lightning, known as the “Pro” has a base price of $55,974. With a modest number of options, the price rises to over $65,000, which is hardly a level that most pickup drivers are likely to pay.
Ford has had enough time to get the Lightning out of its plants. It was launched on April 22 of last year. Executive Chairman Bill Ford, the company’s de facto CEO, said it was Ford’s 21st-Century moment. Henry Ford, who launched the Model T in 1908, must be spinning in his grave.
Ford credited several people and organizations that have already failed at their jobs. Bill Ford said, “The stunning anticipation for F-150 Lightning is a credit to the work of our Ford engineers and designers, and the UAW team members who are building these trucks with pride.” UAW chief Ray Curry may want to call Bill Ford and ask what happened.
Ford has had chance after chance for the Lightning’s early days to be a success. It has missed all of them and now has to repair its image as a company that can keep its promises at all.
These are the most fuel-efficient new trucks on the market.
The #1 Thing to Do Before You Claim Social Security (Sponsor)
Choosing the right (or wrong) time to claim Social Security can dramatically change your retirement. So, before making one of the biggest decisions of your financial life, it’s a smart idea to get an extra set of eyes on your complete financial situation.
A financial advisor can help you decide the right Social Security option for you and your family. Finding a qualified financial advisor doesn’t have to be hard. SmartAsset’s free tool matches you with up to three financial advisors who serve your area, and you can interview your advisor matches at no cost to decide which one is right for you.
Click here to match with up to 3 financial pros who would be excited to help you optimize your Social Security outcomes.
Have questions about retirement or personal finance? Email us at [email protected]!
By emailing your questions to 24/7 Wall St., you agree to have them published anonymously on a673b.bigscoots-temp.com.
By submitting your story, you understand and agree that we may use your story, or versions of it, in all media and platforms, including via third parties.
Thank you for reading! Have some feedback for us?
Contact the 24/7 Wall St. editorial team.
Latest from 24/7
