Ford executives are reportedly weighing the future of the F-150 Lightning, the company’s flagship electric pickup, as the automaker confronts declining EV demand, supply costs, and a changing political climate that favors hybrids over full electrics.

According to TechCrunch, internal discussions among senior leadership have included the possibility of ending production entirely, a move that would mark a dramatic reversal for a truck once billed as the symbol of Ford’s electric future.

Production of the Lightning has already been paused indefinitely, as the company reallocates resources toward its gas and hybrid models, including the high-performing F-150 Hybrid.

The Lightning’s Rise and Stall

When Ford launched the F-150 Lightning in 2022, it was hailed as a milestone in EV adoption — the first all-electric version of America’s best-selling vehicle. Early demand was overwhelming; Ford logged over 200,000 preorders in its first year and expanded capacity at its Rouge Electric Vehicle Center in Michigan.

But by mid-2025, enthusiasm had cooled. Rising production costs, battery material shortages, and a saturated EV market led to steep losses in Ford’s Model e division, which reported a $4.1 billion operating loss earlier this year.

Dealers also reported growing inventory as consumers balked at premium pricing and charging limitations, especially in rural areas.

“We overestimated the pace of EV adoption,” one Ford executive told TechCrunch anonymously. “The hybrid is what customers want right now — not full electric.”

Industry-Wide Retrenchment

Ford’s deliberations echo a broader industry recalibration. Automakers including General Motors, Volkswagen, and Mercedes-Benz have scaled back pure EV targets, shifting toward hybrid and plug-in hybrid lineups to manage costs and regulatory uncertainty.

The slowdown follows a turbulent year for EV startups and legacy manufacturers alike. Consumer adoption in the U.S. plateaued around 10% of total new car sales, with range anxiety, interest rates, and infrastructure gaps all dampening growth.

At the same time, political shifts in Washington — including the rollback of federal EV incentives under President Trump — have further complicated long-term investment planning.

“The Lightning became a symbol of Ford’s ambitions,” said Dan Ives, auto sector analyst at Wedbush. “But it also became a symbol of how quickly sentiment can turn when economics and policy collide.”

Strategic Pivot

Ford CEO Jim Farley has publicly defended the company’s hybrid pivot, calling it “a bridge between customer expectations and the electric future.”

In July, Ford announced it would double production of hybrid F-150s and introduce hybrid versions of the Explorer and Bronco, citing stronger demand and better margins.

If the Lightning were discontinued, Ford could repurpose its EV manufacturing facilities for next-generation hybrid trucks or commercial electrics, where profitability remains more viable.

While no final decision has been made, sources say a “strategic reassessment” is underway, with the outcome likely to shape Ford’s electrification roadmap through 2030.

The Bigger Picture

Analysts warn that abandoning the Lightning would carry both reputational and financial risks. The model has served as a high-profile showcase for Ford’s EV engineering — and walking away could signal retreat in a race where perception matters as much as production.

Still, Ford’s pragmatism reflects a broader truth about the EV market: despite technological progress, consumer economics — not ideology — now drive demand.

“The EV story isn’t ending,” said Michelle Krebs, executive analyst at Cox Automotive. “It’s just moving into a slower, more realistic chapter.”