Ford F-150 Lightning’s Sales Slide
Ford’s electric F-150 Lightning pickup continues to face headwinds in the market. Sales figures for February 2025 show a further decline, prompting speculation about the model’s future as competitors introduce their own electric truck offerings.
Ford’s overall US sales dipped by 9% last month, despite double-digit growth in electrified vehicles, including both EVs and hybrids. While hybrid sales saw a 27.5% increase to 15,357 units, and EV sales rose 15% to 7,326, the company’s gas-powered (ICE) models, representing over 85% of deliveries, experienced a nearly 13% decrease.
Ford Mustang Mach-E (left) and F-150 Lightning (right)
The Mustang Mach-E was a bright spot for Ford, with sales up 13% to 3,312 units in February. Through the first three months of 2025, Ford has sold 6,841 Mach-Es, making the electric crossover SUV a top-selling EV in the US.
However, the F-150 Lightning did not perform as well. Sales of the electric pickup were down nearly 15% last month, with only 2,199 units sold. Through March, Ford has sold 15% fewer Lightning models compared to the same period last year.
The F-150 Lightning, alongside Rivian’s R1T, now faces competition from the Tesla Cybertruck, Chevy Silverado EV, and GMC Sierra EV.
According to Cox Automotive, the Tesla Cybertruck surpassed the Lightning to become the fifth best-selling EV in the US last year, with nearly 39,000 units sold. Ford’s Lightning ranked sixth with just over 33,500 models sold.
Ford initiated a “Power Promise” promotion earlier this year, offering EV buyers a Level 2 home charger and other incentives to boost demand, but Lightning sales have remained stagnant.
Last year, Ford reduced Lightning production at its Rouge Electric Vehicle Center, citing slower-than-anticipated demand. Automotive News reported that Ford is ending a pilot program that stocked and distributed EVs through regional hubs, claiming it failed to gain traction, despite being intended to speed up deliveries. Ford plans to launch a smaller midsize electric pickup, but it will not be available for at least two years. With additional competitors, such as the Ram 1500 REV and the Volkswagen Scout pickup, entering the market in the coming years, Ford might face even greater difficulties in attracting customers.
