Ford Resumes Production of F-150 Lightning Electric Pickup Truck

Ford Motor announced on Tuesday that production of the F-150 Lightning all-electric pickup truck has resumed after a six-week retooling and expansion project at the Rouge Elective Vehicle Center. With the completion of the expansion, Ford will be able to produce the F-150 at a rate of 150,000 units per year by the fall.

Increased Accessibility and Demand

In addition, Ford revealed that their decision to slash prices on the F-150 in July has had a significant impact on customer interest. Web traffic has tripled, and customer orders have increased sixfold, as the more affordable price has made the car accessible to a broader consumer base.

Customer Feedback Drives Refinements

Marin Gjaja, chief customer officer of Model e, highlighted the importance of customer feedback in shaping the F-150 Lightning lineup. The company has taken note of customer preferences for technology and visual differentiation, and is continuously refining the electric truck to make it an easy choice for customers transitioning to EVs.

Positive Market Response

Following the announcement, Ford's stock saw a slight increase of 0.6%, reaching $13.30 per share. The stock has already gained 14% since the beginning of the year.