Sales of Ford Motor’s F-150 Lightning continued to slide in February, dropping nearly 15% year-over-year as the automaker faces increased competition in the electric pickup segment. Ford sold 2,199 units of the Lightning last month, contributing to a 15% decline in year-to-date sales compared to the same period in 2024.
Ford’s overall U.S. sales declined by 9% in February, with its internal combustion engine (ICE) vehicle sales, which make up over 85% of its total deliveries, falling by nearly 13%. Meanwhile, electrified vehicle sales—including hybrids and EVs—showed double-digit growth, with hybrids up 27.5% to 15,357 units and EVs increasing 15% to 7,326 units. The Mustang Mach-E remained a strong performer, selling 3,312 units in February, a 13% increase from the previous year.
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Despite incentives such as Ford’s “Power Promise” promotion, which includes a Level 2 home charger and other benefits, demand for the Lightning has not rebounded. The automaker had previously reduced production at its Rouge Electric Vehicle Center, citing slower-than-expected interest. “Ford’s approach to boosting Lightning sales has yet to yield the desired results,” said an industry analyst.
The F-150 Lightning now faces growing competition from Tesla’s Cybertruck, which surpassed it as the fifth best-selling EV in the U.S. in 2024, with nearly 39,000 units sold. Other new entrants, including General Motors’ Chevy Silverado EV and GMC Sierra EV, as well as upcoming models like the Ram 1500 REV and Volkswagen’s Scout electric pickup, are intensifying the competition.
Ford is working on a midsize electric pickup, but it is not expected to launch for at least two more years. With additional electric trucks entering the market, the automaker may face further challenges in maintaining the Lightning’s position among U.S. EV buyers.