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Ford reduces the all-electric F-150 Lightning’s manufacturing goal to meet demand.

In order to meet customer demand, Ford will reduce manufacturing of its all-electric pickup vehicle in 2024.

Ford officials revealed intentions to “adjust” production of its all-electric cars and postpone nearly $12 billion in investments in October during its third-quarter results call owing to decreasing demand for higher-priced premium electric vehicles.

During the earnings call, the manufacturer did not expressly mention the Lightning, instead citing other instances like the decrease in Mustang Mach-E production and the decision to postpone the construction of a second battery facility in Kentucky.

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A communication to suppliers obtained and published first by Automotive News revealed plans to begin producing around 1,600 Lightning trucks each week at its Rouge Electric Vehicle Center in Dearborn, Michigan, in January. Ford had intended to produce 150,000 Lightnings per year, or around 3,200 per week. That implies its 2024 output goal has been cut in half.

A Ford official did not confirm the message. According to a corporate spokeswoman, the business “will continue to match Lightning production to customer demand.”

The decision marks a 180-degree turn from January 2022, when Ford said that it will roughly treble manufacturing capacity to 150,000 cars per year by mid-2023 in response to consumer demand after receiving 200,000 bookings for the truck. In early 2023, the corporation idled the Rouge Electric Vehicle Center in Michigan to execute plant modifications to suit the increased manufacturing capacity.

Even as these advancements were being achieved, the industry’s desire for EVs was decreasing. EV sales in the United States are continuing to increase and are on track to reach 1 million cars this year, representing a 50% rise year over year. Nonetheless, growth has lagged below the lofty forecasts of major automakers, prompting many to cut expenditures, postpone facility renovations or new buildouts, and decrease production capacity.

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