Ford Motor Company’s electric F-150 Lightning pickup has resumed production at its Rouge Electric Vehicle Center in Dearborn, Michigan after a six-week break for upgrades. The reopening comes after Ford implemented significant price cuts on the electric truck, which have resulted in a substantial increase in demand.
Last month, Ford reduced the prices of the Lightning by up to $10,000, depending on the trim level. As a result, new orders for the electric truck have increased sixfold, according to Marin Gjaja, chief customer officer for Ford’s “Model e” EV unit. While specific numbers were not provided, Gjaja mentioned that Ford now has approximately 45 days’ worth of orders for the Lightning.
Interestingly, more than half of the new orders are for trucks with the higher-priced XLT trim, which starts at around $55,000 and offers an EPA-estimated range of 240 miles. In response to the demand, Ford is adjusting its production mix to increase supplies of the Lightning XLT.
However, due to recent production downtime, Lightning deliveries will be limited until September. Gjaja expects sales to significantly increase later in September and throughout October as the upgraded factory reaches full production capacity.
Ford’s Rouge Electric Vehicle Center, where the Lightning is manufactured, has the capacity to produce the electric truck at an annual rate of 150,000 vehicles by the end of September. This output is three times higher than its previous capacity. To support the increased production, the factory has hired approximately 1,200 new employees, who will complete training in about three weeks, according to Debbie Manzano, Ford’s manufacturing director.
In addition to the factory upgrades, Ford is also ramping up production at the facilities that supply battery packs and electric motors for the Lightning. These efforts aim to meet the growing demand for the electric truck and ensure a smooth production process.
How have the significant price cuts on the Ford F-150 Lightning impacted the demand for the electric truck?
Ford Motor Company’s electric F-150 Lightning pickup has restarted production at its Rouge Electric Vehicle Center in Dearborn, Michigan following a six-week break for upgrades. The reopening comes after Ford implemented significant price cuts on the electric truck, which have resulted in a substantial increase in demand.
Last month, Ford reduced the prices of the Lightning by up to $10,000 depending on the trim level, leading to a sixfold increase in new orders for the electric truck. Ford currently has approximately 45 days’ worth of orders for the Lightning. Interestingly, more than half of the new orders are for trucks with the higher-priced XLT trim, which starts at around $55,000 and offers an EPA-estimated range of 240 miles. In response to the demand, Ford is adjusting its production mix to increase supplies of the Lightning XLT.
However, due to recent production downtime, Lightning deliveries will be limited until September. Chief Customer Officer Marin Gjaja expects sales to significantly increase later in September and throughout October as the upgraded factory reaches full production capacity.
Ford’s Rouge Electric Vehicle Center, where the Lightning is manufactured, will be capable of producing the electric truck at an annual rate of 150,000 vehicles by the end of September. This output is three times higher than its previous capacity. The factory has hired approximately 1,200 new employees to support the increased production, who will complete training in about three weeks.
In addition to the factory upgrades, Ford is also ramping up production at the facilities that supply battery packs and electric motors for the Lightning. These efforts aim to meet the growing demand for the electric truck and ensure a smooth production process.
It’s no surprise that Ford’s Electric F-150 Lightning is experiencing a surge in demand. With strategic price cuts and notable factory upgrades, Ford has successfully positioned themselves as a major player in the electric vehicle market. The future looks bright for this electrifying powerhouse.
“The combination of price cuts and factory upgrades for Ford’s Electric F-150 Lightning has clearly struck a chord with consumers, as the surge in demand demonstrates the growing interest in electric vehicles. This move signifies a promising step towards a more sustainable future in the automotive industry.”