Sales Plummet for Ford F-150 Lightning

Since the beginning of modern automobiles, Ford has been a standout name in the automotive industry. From their original Ford Model A to their bestselling F-Series trucks, Ford reigns supreme in the auto world. Just like every other modern vehicle manufacturer, Ford has jumped on the EV bandwagon in recent years with the release of the F-150 Lightning EV. While performing well initially, the electric truck has seen a massive decline in sales in 2025.

This drop in interest comes at an inopportune time for Ford Motor Co., after recently announcing plans to hit 2 million in electric vehicle sales in 2026. However, this goal seemed out of line with company decisions, such as their temporary pause on production of F-150 Lightning.

This slideshow details Ford’s latest sales, including its entrance into the EV market. We cover the company’s ambitious plans within the electric vehicle vertical and how faltering EV sales will impact the company moving forward.

Ford’s May Sales Surge

• Ford sold 220,959 vehicles in May 2025 in the U.S.
• This marks a 16.3% increase over May 2024
• The F-Series pickup trucks were a major contributor to the growth.

F-Series Leads the Charge

• Ford sold 79,817 F-Series trucks in May 2025
• This represented nearly 36% of total U.S. sales for the month
• The F-Series has been the top-selling fossil-fueled vehicle in the U.S. for decades

F-150 Lightning Sales Collapse

• F-150 Lightning sales dropped 41.7% in May 2025
• Only 1,902 units were sold, or 63 per day across the nation
• The Lightning was intended to be a high-profile EV success.

Ford’s EV Vision Falters

• Ford CEO Jim Farley launched the Lightning in April 2022
• He projected 2 million EVs annually by 2026
• Lightning’s underperformance puts this goal in jeopardy.

Production Pause Signals Trouble

• In October 2024, Ford paused Lightning production
• The reason cited was insufficient consumer demand
• Production is expected to resume in early 2025.

Why the Lightning Strategy Mattered

• Ford tried to extend its strongest brand into EVs
• The F-150 name was expected to generate consumer trust and interest
• The strategy has not achieved its intended results.

EV Market Pressure Builds

• Competition from Tesla and other EV makers is growing
• Consumer EV interest is stabilizing or shifting
• Ford’s missteps open market share opportunities for rivals.

Stock Performance Reflects EV Struggles

• Ford’s stock is down 15% over the past year
• By contrast, the broader market rose 13%
• Investor confidence is likely impacted by EV execution problems.

Can Ford Recover its EV Momentum?

• The company’s EV future hinges on new releases and consumer trust
• Scaling production and marketing will be crucial
• Strategic clarity and innovation will be key in 2025 and beyond.

Lessons for the Auto Industry

• Using legacy brands alone isn’t enough to guarantee EV success
• Automakers must balance bold goals with realistic execution
• The EV transition remains a complex, high-stakes challenge.

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