Tue Mar 11 15:00:00 UTC 2025: ## Ford F-150 Lightning Sales Plummet Amidst Growing EV Competition
**DETROIT, MI** – Ford’s electric pickup truck, the F-150 Lightning, is facing headwinds, with sales declining for months and showing no signs of recovery. February sales figures revealed a nearly 15% drop, totaling just 2,199 units. This follows a 10% decline in the last quarter of 2024, bringing year-to-date sales 15% below last year’s figures.
While Ford’s overall US vehicle sales dropped 9% in February, the company did see double-digit growth in its electrified vehicle segment. However, this growth was largely driven by hybrids (up 27.5%), with EV sales increasing by a more modest 15%. The Mustang Mach-E remains a bright spot for Ford’s EV lineup, with sales up 13% in February.
Analysts attribute the Lightning’s struggles to several factors. Increased competition from Tesla’s Cybertruck, the Chevy Silverado EV, and the GMC Sierra EV is putting pressure on market share. Some consumers cite the Silverado EV’s larger battery and longer range as a better value proposition for the price. Furthermore, the Lightning’s charging speed issues, despite promises of improvement with “T3” technology, remain a concern for buyers.
Ford’s attempts to boost sales, including an extended “Power Promise” promotion offering home chargers and other incentives, have proven ineffective. The company also recently ended a pilot program designed to speed up EV deliveries through regional hubs due to lack of success. A reduction in Lightning production last year, attributed to lower-than-anticipated demand, further indicates the challenges Ford is facing.
The arrival of new competitors like the Ram 1500 REV and Volkswagen Scout pickup in the coming years is likely to exacerbate the situation. While Ford plans to introduce a smaller electric pickup in the future, this is not expected for at least two years. The company’s ability to regain market share in the burgeoning electric pickup truck segment remains to be seen.
First Piper 