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Ford will cut output of its all - galvanising pick-me-up truck in 2024 in an effort to couple consumer need .
Ford executives signaled in October during its third - fourth part earnings call plan to “ aline ” production of its all - electric vehicle anddelay about $ 12 billion in investmentsdue to softening demand for higher - priced premium electrical vehicle .
The automaker did n’t explicitly refer to the Lightning during the wage call , instead channelise to other examples such as the simplification in Mustang Mach - eastward production and the decision to delay a 2nd battery factory in Kentucky .
A memorandum to suppliers , which was viewed andreported first by Automotive News , indicated plans beginning in January to produce an norm of about 1,600 Lightning truck a calendar week at its Rouge Electric Vehicle Center in Dearborn , Michigan . Ford had design for an yearly production content of 150,000 Lightnings a year , or about 3,200 a week . That means its production target for 2024 has been halve .
A Ford voice would not reassert the memorandum . The representative confirmed to TechCrunch that the company “ will keep to match Lightning product to client demand . ”
The move is a reversal from January 2022 when Ford — reveling in the 200,000 reservation it had receive for the truck — announce it wouldnearly dual output capacityto 150,000 fomite a twelvemonth by mid-2023 in response to customer requirement . The company idled the Rouge Electric Vehicle Center in Michigan in early 2023 to implement plant upgrades to accommodate that new production capacity .
Even as those improvements were being made , demand for EVs was softening across the industriousness . EV cut-rate sale in the United States are still growing and on pace to surpass 1 million vehicles for the twelvemonth — a 50 % increase year - over - year . Still , that growth has n’t matched the ambitious design of major automakers , causing many to curb investments , stay factory improvements or new buildouts and reduce yield mental ability .