Ford is standing F-150 Lightning The once best-selling electric pickup will go into production in mid-November as it faces a new wave of competition. The company will stop producing models at its Rouge EV center in Michigan for about two months.

Ford will halt production at its Rouge Electric Vehicle Center because demand for its all-electric pickup truck is “slower than expected.”

Pause comes after Ford reduce workforce At the beginning of this year, the facility experienced a one-third increase. No layoffs due to workers being reassigned or offered retirement were included.

Beginning in April, 700 of the 2,100 workers were transferred to the Michigan Assembly plant, while another 700 workers were offered retirement packages or the opportunity to join others to help build the Bronco and Ranger in MI.

Ford spokesman Martin Gunsberg confirmed Electrek While earlier this year there were three crews working two shifts at the facility, in April this number dropped to one crew working one shift.

The Dearbon-based automaker is currently preparing to pause production at its Rouge EV facility for several weeks.

Ford plans to stop F-150 Lightning production in Michigan

Ford spokeswoman Jessica Enoch said in an email: Electrek“We continue to adjust production to ensure the optimal mix of sales growth and profitability.”

The pause will begin after the business day of November 15. However, since the facility only operates on weekdays, there would be no production days on November 15-16.

Enoch confirmed that the first day of downtime will be November 18, and production will restart on January 6, 2025. The pause includes the holiday holiday week, which begins Dec. 23 at all U.S. Ford plants.

Ford’s latest hurdle comes after crosstown rival GM topped U.S. electric vehicle sales last quarter.

With a record 32,095 EVs Sold in the 3rd quarterGM surpassed Ford, selling 23,509 electric models. GM currently leads the US with 70,450 EV sales in the first nine months, while Ford has 67,689 units sold.

Ford’s electric pickup faces a new wave of competition with the launch of Tesla’s Cybertruck, Chevy Silverado EV and GMC Sierra EV.

Accordingly Cox AutomotiveTesla’s Cybertruck model became the third best-selling electric vehicle in the United States in the third quarter with sales of 16,692 units. In comparison, Ford sold 7,162 F-150 Lightning units last quarter.

With the launch of the new low-priced Chevy Silverado EV LT and the introduction of GMC’s Sierra EV, it will be fun to see where the rankings go next year.

Ford offers EV buyers via new “Power Promise” free Level 2 home charger and covers the standard installation cost. The company said the new program is designed to help show buyers the real benefits of driving an electric vehicle, such as waking up with a full charge every morning.

Electrek’s Opinion

Despite Ford Reached the top in 3rd quarter revenue and EPS estimates earlier this week that the company’s Model e EV unit reported another $1.2 billion loss last quarter.

Ford’s EV business lost $3.7 billion in the first nine months of the year. The company said the 11% decline in volume was due to “competitive market dynamics.” Low volume and “industrywide pricing pressure” caused revenue to fall 33% year over year to $1.2 billion.

CEO Jim Farley said the company is taking “challenging steps” to gain an advantage in areas ahead, including next-generation EVs and software.

Farley said on the company’s earnings call: new mid-size electric pickupThe project, expected to debut in the second half of 2027, “will match the cost structure of the Chinese OEMS building in Mexico.” The comments were likely directed at BYD, which introduced its first pickup truck. Shark PHEVIt will rival Ford’s Ranger.

Ford will begin producing LFP batteries in Michigan in 2026, which will help the company reduce costs.

According to Farley, Ford’s “skunkworks” team in California “overperformed” on the company’s new low-cost platform as it tried to regain the lead.