The Lightning faces sluggish sales, steep losses, and a shifting EV market
Rumor mill: If Ford cancels the Lightning, it would mark the first major exit of a mainstream electric truck from the US market. For an industry that once viewed battery pickups as the most straightforward path to electrified profitability, the reversal underscores a deeper reality: heavy vehicles remain the toughest test case for the EV revolution.
In a nutshell: The electric vehicle revolution kicked into higher gear in the first quarter of 2024, with global EV sales jumping 18% compared to the same period last year. But while that double-digit growth looks impressive on paper, there are some concerning undercurrents rumbling beneath the surface.
In context: Ford is the latest company to adopt the growing trend of using extra-large dashboard screens for digitized driver interfaces. Despite growing concerns that too much technology distracts drivers, the automaker insists it is taking a careful approach that prioritizes efficiency and customization without diverting drivers' attention from the road.