Ford F-150.
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After over 40 years, the Ford F-150 is not the best-selling vehicle in the US anymore. Toyota got almost 15,000 more units of the unstoppable RAV4 registered in the country last year.
While the current F-150 generation technically came out in late 2020, it is still basically a heavy facelift of the previous one we saw in 2015. It might be time for something new…
These large trucks don’t really change from one generation to another. Even with many claimed improvements, they basically still drive like they did many years ago. Things change and improve very slowly. The big news for the F-150 was the addition of the pure electric Lightning version. (The illustration above shows what a next-generation F-150 Lightning could look like).
Sales of the F-150 EV increased every year up to over 33,000 units in 2024.
Still, it is far less than Ford had expected. We just learned that the company is already lowering its production target for the next generation. Ford was expecting to sell 300,000 of these a year. Which is kind of crazy. That number will now be closer to 100,000 a year. That would still be a huge improvement over 2024. The next generation has been, of course, pushed back to 2027.
Ford has also announced that it will build more hybrids and even EREVs in the next few years. Which will probably put them further behind the completion when EV sales pick up. I guess the more conservative large truck market will do fine for Ford with ICE and Hybrid models.
Until it doesn’t…
I think your numbers are maybe off. Fords Fseries sold over 700,000 units last year, not including the F150 Lightning. Heavy night of revelry?
He said F150, not F Series.