F-Series (Ford)

On May 9, Ford CEO Jim Farley said during the company's annual shareholders meeting, that 20%-25% of F-150 pickups currently being produced are now hybrids, a key goal for electrification alternatives as EV sales lag.

Farley said the F-150 and the Maverick compact pickup are among the key pillars of the automaker's hybrid strategy. 

In April, the company said it intends to offer hybrid variants across its North American lineup by the end of the decade.

"Our hybrid lineup is going to get stronger and stronger in '25 and '26", said Farley.

Overall, Ford's hybrid sales are up 47% in the first four months of 2024.

Farley admitted that the road to electrification was "a bumpy one" but said the company would continue investing in ICE vehicles, hybrids and EVs. He said semisolid-state batteries could be in production models "in the coming years" but did not elaborate.

Ford in recent months has delayed roughly USD 12 billion in EV investments and postponed production of multiple new models after admitting it misread customer appetite for higher-priced vehicles.

(multiple sources on May 9, 2024)

On April 16, Ford announced that online orders are open for the 2024 Ford F-150 Lightning trucks, now shipping from the Rouge Electric Vehicle Center.  

The F-150 Lightning Flash, now available with a starting MSRP under USD 70,000, comes with added tech and an extended-range battery, 15.5-inch LCD Capacitive Touchscreen, a wireless charging pad, and Intelligent Access with Push-Button start.

New tech updates for 2024 F-50 Lightnings include:  
•    A Vapor Injection Heat Pump System to help optimize energy consumption, especially in colder weather conditions. 
•    Updated charging speed display on the instrument cluster 
•    Tow Technology Package features become standard on XLT and above trims, providing Smart Hitch and On-Board Scales, 360 Degree Camera, Pro Trailer Backup Assist, Pro Trailer Hitch Assist and Trailer Reverse Guidance 
•    Pro Power Onboard that works even while the truck is off 
•    Walk Away Lock functionality
•    Ford BlueCruise hands-free highway driving is an available feature on select trims. 

The MSRP of most 2024 F-150 Lightning models have been reduced: 
•    The standard XLT model has been reduced USD 2,000 to USD 62,995
•    The Flash Extended Range now starts at 67,995  
•    The Lariat Extended Range has been reduced USD 2,500 to USD 76,995
•    The Platinum Extended Range remains unchanged at USD 84,995

(Ford press releases on April 16, 2024) 

On April 5, Ford cut the prices of its electric F-150 Lightning pickup truck by as much as 7.5% as it prepares to resume deliveries from the Rouge Electric Vehicle Center later in April following a halt earlier in 2024 over an undisclosed quality issue.

•    The Flash extended-range model received the largest reduction of USD 5,500, and now starts at USD 67,995. 
•    The popular XLT standard range model was reduced by USD 2,000, to start at USD 62,995. 
•    The Lariat extended range model was reduced by USD 2,500 to USD 76,995. 
•    The entry-level commercial “Pro” model remains unchanged at USD 54,995.

Ford said that the cuts will help it “adapt to the market to achieve the optimal mix of sales growth and customer value.”

The price cuts partially reverse hikes in January 2024 as Ford was reducing production of the electric truck by half and eliminating a shift of workers. 

The move comes as CEO Jim Farley is rethinking Ford’s EV strategy by delaying some models putting a renewed emphasis on gas-fueled models, such as the Bronco SUV, after Ford said it expects to lose as much as USD 5.5 billion on EVs in 2024.

Ford is developing three small EVs, including a compact pickup truck, a small SUV and a car designed for ride-hailing, starting at USD 25,000 that will debut in late 2026, according to media reports.

(multiple sources on April 11, 2024)