Why Ford increased Maverick production but cut F-150 Lightning | Taza Khabre

Key findings

  • Ford is cutting production of the F-150 Lightning in favor of the Maverick due to declining sales, signaling continued challenges with electric vehicle market acceptance.
  • The lower cost and efficiency of the Maverick is attractive in today’s high cost of living, resulting in increased sales over the F-150 Lightning.
  • Ford’s future plans for electric trucks are aimed at restoring consumer confidence, emphasizing the need to match gas-powered vehicles in range and towing capacity.


While most manufacturers would be the first to declare that the era of electric vehicles is firmly here and ready to take over, the actions of one of the world’s largest automakers suggest that things are not so rosy. Ford the recent decision to cut production of the all-electric Ford F-150 Lightning pickup in half while increasing production of its gas engine 2023 Maverick the car further reinforces the point.


This does not inspire confidence in the growing market for electric vehicles, especially given the high prices such vehicles command for the prestige of owning them. There are obvious reasons why Ford chose to use its colors on the masthead of its gas-guzzling products instead of its shiny new EV. pickupand it’s not just their current range limitations.


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Ford is cutting production of the F-150 Lightning and beefing up the Maverick

In January, Ford announced production cuts 2024 Ford F-150 Lightning EV doubled, from 3,200 units to 1,600, according to Reuters. At the same time, the brand found itself ramping up production of the Bronco, Ranger and Maverick models at its plants in Michigan and Hermosillo, Mexico.

Brand revealed in the statement that it took steps to “balance our growth and profitability” after 2023 sales of the F-150 Lightning were lower than originally expected. Ford President and CEO Jim Farley emphasized that the company is far from giving up on electric vehicles and that the company sees a “bright future” for them.


Ford Maverick vs. Ford F-150 Lightning

Ford Maverick XL

Ford F-150 Lightning Pro

power unit

2.0-liter turbocharged EcoBoost four-cylinder

Electric power plant with two engines

Range

400+ miles

240 miles

Price (minimum)

23,815 USD

$49,995

Towing capacity

4000 lbs

7700 lbs

Source (Ford USA)

“We take advantage of our manufacturing flexibility to offer customers choice while balancing our growth and profitability. Customers love the F-150 Lightning, the best-selling electric pickup truck in America,” Farley said in January. “We see a bright future for consumer electric vehicles, especially with our upcoming digital advanced electric vehicles and access to Tesla’s charging network starting this quarter.”

Ford’s press release confirms that lower-than-expected F-150 Lightning sales and higher-than-expected Maverick numbers have left them with no choice in the short term to focus on producing more Mavericks. As they say, the customer is always right. HotCars also named the Maverick Hybrid its 2024 Compact Truck of the Year.


Maverick’s Sales Blow F-150 Lightning Of The Water

Red Ford Maverick
Ford USA

Sales figures for the two cars in 2023 are bleak for Ford’s electric truck. According to Reuters, 24,165 F-150 Lightnings were sold in just one year. About 750,000 Ford F-150s were sold in total, more than any other full-size truck sold in the United States. This shows that the public is not satisfied with this big car as a whole, but only with the EV version, which accounts for only 3.22% of the total sales of the F-150 in 2023.

By the same token, the cheaper and smaller Maverick has proven its value in a world that is more financially tight than it was a few years ago. The impact of the COVID-19 pandemic and the ongoing Russian-Ukrainian war on supply constraints around the world means that the cost of living has skyrocketed. As Investopedia showsover the past couple of years, the consumer price index has grown by an alarming 11.9%.


Sales of the Ford truck line in 2023

  • 750,000 F-150s
  • Only 24,165 of these were EV Lightning models, a share of 3.22%
  • 94,058 Mavericks transferred, almost 4 times more than the Lightning
  • Mavericks’ low price and efficiency is a key advantage in the 2024 residential environment, growing in popularity

Source (Ford organ, Reuters)

That makes lower-priced vehicles like the Maverick, which is also significantly lighter and more fuel-efficient than its similarly-engined F-150 counterparts, an even more attractive buy. According to Ford Authority, In 2023, Maverick sales increased significantly compared to the 2022 launch year.

74,370 were sold in 2022, and that number rose to 94,058 in 2023. This means that during 2023, the Maverick sold almost four times as much as the F-150 Lightning, so Ford had no choice but to how to focus on your average size. truck at the moment.

Low sales show that most Americans are not yet ready for electric cars

Silver Ford F150 Lightning off road
Ford USA


While the Maverick’s sales growth has been impressive, the huge sales figures for the non-electric F-150 models show that Ford’s full-size offering is still the daddy. This proves that Americans still want a big pickup and that the F-150 Lightning’s main problem is the negative image of electric vehicles in the public eye.

The high cost of purchasing the F-150 Lightning is one of the biggest problems. The base Pro is $49,995, about $13,000 more than the base gas-powered F-150. The dual-motor transmission that comes with the F-150 Lightning Pro only offers a range of 240 miles, which is significantly less than what a regular F-150 can drive.

This ensures that range anxiety plays an important role when driving the Lightning over long distances, and potential customers should pay for it. The Lightning’s relatively short range is greatly impaired by towing something else. The consequences of this were recently demonstrated when a YouTube user tested the Tesla Cybertruck with and without a heavy trailer.


Why electric vehicles are still struggling to outsell gas-powered trucks

  • Higher cost
  • Low overall range compared to similar gas vehicles
  • The towing capacity is lower than that of similar models
  • Much less range when towing, more effect than gas powered vehicles
  • Range concerns and lack of charging stations compared to gas stations

As for towing, the Lightning versions are also capable of towing a significantly smaller payload than their gas-powered cousins. Maximum towing capacity for the higher-powered model is 10,000 pounds, while lesser versions can manage 7,700 pounds. By comparison, the F-150’s 3.5-liter V6 can manage 13,500 lbs. The F-150 Raptor R can handle approximately 8,300 lbs.

The cost of the F-150 Lightning doesn’t sound more reasonable at the top of the tree. The top-of-the-line F-150 Lightning starts at $91,995, compared to just $77,980 for the top-of-the-line gas-powered F-150 Raptor. Smaller Maverick models start at $23,815, while the top-of-the-line LARIAT hybrid model costs $34,855. Coupled with a shorter overall range, the F-150 Lightning’s numbers don’t make sense to many consumers compared to its gas-powered counterpart.


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Ford is looking to the future to restore public confidence in electric vehicles

Factory white Ford F150 Lightning
Ford USA

Ford’s decision to cut production of the F-150 Lightning and increase the popularity of the Maverick shows that the company has all but given up on its current generation of vehicles that capture the public’s imagination. The fact that Farley indicated that Ford is looking forward to its “future digital electric cars” is proof of that.

The brand is already hard at work on its new EV truck, codenamed “T3”. As stated in a March 2023 press release, the new car will be built at the BlueOval City plant in Tennessee. The plant will be able to produce up to 500,000 electric trucks a year, reflecting the sales boost Ford expects and hopes for from its second-generation EV truck.


While potential specs are still under wraps, Ford knows its next car will have to not just match its gas products in range and towing capacity, but possibly exceed them. Improving gas-powered cars is key if the company is to continue offering its electric cars at a higher price. The T3 project is critical for Ford if it wants to ditch its gas lineup for good, but looking at the sales numbers of the F-150 and Maverick, it has a lot of convincing to do.

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Sources: Reuters, Ford Authority, Ford USA

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