“Ford has discontinued the F-150 Lightning despite outselling the Cybertruck for two consecutive quarters.”
Ford’s marketing department spent five years trying to convince truck buyers to switch from gas to electric and the result was a serviceable, popular vehicle that lost money on every unit. The Lightning was canceled because the unit economics never worked, not because nobody wanted it. The lesson Detroit refuses to learn is that EVs at the truck price point need a manufacturing strategy Ford has not built. Without that, the math will keep failing.