Ford Reopens Factory and Sees Increased Demand for Electric F-150 Lightning Pickup
Factory Reopens After Upgrades
Ford Motor announced that the factory responsible for manufacturing its electric F-150 Lightning pickup has reopened after a six-week break for upgrades. This development is in line with Ford’s efforts to enhance production capabilities and meet the growing demand for the electric vehicle (EV).
Price Cuts Lead to Increased Demand
As part of its strategy to boost sales, Ford recently reduced the prices of the F-150 Lightning. The price cuts, amounting to as much as $10,000 depending on the trim level, have resulted in a significant surge in demand for the EV. The least expensive version of the truck now starts at approximately $50,000.
Strong Increase in New Orders
The price reductions have led to a sixfold increase in new orders for the F-150 Lightning, according to Marin Gjaja, chief customer officer for Ford’s “Model e” EV unit. Although specific numbers were not disclosed, Gjaja mentioned that Ford currently has “about 45 days’ worth” of orders for the electric truck.
Shift in Trim Preference
More than half of the new orders for the F-150 Lightning are for trucks with the higher-priced XLT trim, which starts at approximately $55,000 and offers an EPA-estimated range of 240 miles. In response to this demand pattern, Ford is adjusting its production mix to increase the supply of Lightning XLT models.
Delivery Schedule and Production Capacity
Due to recent production downtime, deliveries of the F-150 Lightning will be limited until September. However, Ford anticipates a significant increase in sales starting in late September and continuing into October as the upgraded factory reaches full production capacity.
Factory Upgrades and Hiring
Ford announced the resumption of production at its Rouge Electric Vehicle Center in Dearborn, Michigan, where the F-150 Lightning is manufactured. The factory has undergone planned upgrades and will be capable of producing the electric trucks at an annual rate of 150,000 vehicles by the end of September, triple its previous output. To support this production increase, Ford has hired approximately 1,200 new employees, who will complete their training in about three weeks.
Ramping Up Battery and Motor Production
In addition to the factory upgrades, Ford is also increasing production at the facilities responsible for supplying battery packs and electric motors for the F-150 Lightning. This further demonstrates Ford’s commitment to meet the growing demand for electric vehicles.