After EV gross sales picked up within the first quarter, Ford is scaling again because it delays plans to launch its new three-row electrical SUV. Ford is pushing again EV manufacturing at its Oakville, Ontario, plant because it shifts to broaden its hybrid lineup.
Ford’s electrical automobile gross sales surged 86% within the first three months of the 12 months, sufficient to safe second within the US EV market behind Tesla.
The American automaker bought 20,233 EVs in Q1 2024, topping rival Basic Motors with 16,425 electrical vehicles delivered.
Ford’s F-150 Lightning remained the top-selling electrical pickup, with gross sales up 80% over final 12 months with 7,743 models delivered. Mustang Mach-E gross sales climbed 77% YOY, reaching 9,589, making it the second-best-selling electrical SUV behind Tesla’s Mannequin Y.
As industrial prospects proceed shifting to electrical choices, Ford Professional noticed EV adoption rise by over 40%. The corporate mentioned many 2024 F-150 Lightning orders are repeat patrons.
The surge in EV gross sales comes after Ford slashed costs earlier this 12 months on the Mustang Mach-E and launched important incentives on the Lightning electrical pickup.
| 2023 Ford Mustang Mach-E Trim | Earlier MSRP | New Beginning value | Distinction |
| Choose RWD | $42,995 | $39,895 | -$3,100 |
| Choose AWD | $45,995 | $42,895 | -$3,100 |
| Premium RWD | $46,995 | $42,895 | -$4,100 |
| Premium AWD | $49,995 | $45,895 | -$4,100 |
| Premium RWD (Prolonged Vary) | $53,995 | $45,895 | -$8,100 |
| Premium AWD (Prolonged Vary) | $56,995 | $48,895 | -$8,100 |
| California Route 1 AWD | $56,995 | $48,895 | -$8,100 |
| GT | $59,995 | $52,395 | -$7,600 |
| GT (Efficiency Version) | $64,995 | $57,395 | -$7,600 |
A latest report from knowledge analytics agency, Cloud Concept, mentioned Mach-E motion was “dramatic and speedy.” Regardless of this, Ford is pulling again plans because it delays EV manufacturing at its Oakville plant, together with its electrical three-row SUV.
Ford delays three-row electrical SUV amid shift to hybrids
In an replace Thursday, Ford introduced it’s pushing again the launch of next-gen EVs at its Ontario meeting plant with plans to broaden its hybrid lineup.
The brand new three-row electrical SUV will launch in 2027, two years later than Ford initially deliberate. Ford mentioned the additional time permits “for the buyer marketplace for three-row EVs to additional develop” whereas the corporate takes benefit of latest battery tech.
CEO Jim Farley reiterated Ford’s dedication to the area, saying, “We’re absolutely dedicated to manufacturing in Canada and consider this resolution will assist us construct a profitably rising enterprise for the long run.”
In the meantime, Ford mentioned progress at its Tennessee EV plant is on monitor. The corporate is putting in 4,000 tons of stamping gear for the following all-electric Ford pickup truck.
Ford plans to start deliveries of the brand new EV pickup in 2026 and can “progressively ramp up manufacturing” to make sure high quality.
The automaker continues increasing its Ohio Meeting plant to construct new electrical industrial automobiles for Ford Professional, that are set to launch mid-decade.
Ford is shifting its technique because it appears to broaden its hybrid lineup. By the top of the last decade, the corporate plans to supply a hybrid mannequin throughout its Ford Blue lineup.
Farley mentioned because the quantity two EV model within the US, “We’re dedicated to scaling a worthwhile EV enterprise, utilizing capital properly and bringing to market the fitting gasoline, hybrid and absolutely electrical automobiles on the proper time.”
Ford’s chief added, “Our breakthrough, next-generation EVs might be new from the bottom up and absolutely software program enabled, with ever-improving digital experiences and a mess of potential providers.”
In February, Farley revealed the corporate had a “skunkworks” workforce growing a smaller, low-cost EV platform that may underpin a number of automobiles. The workforce is led by Alan Clarke, a prime engineer for Tesla’s Mannequin Y and Mannequin 3.
The primary fashions based mostly on the platform are anticipated to be a smaller electrical pickup and SUV with costs beginning round $25,000.
Electrek’s Take
As Ford delays the launch of its three-row electrical SUV, abroad rivals look to take benefit. Kia’s new three-row EV9 is off to a robust begin, with over 4,000 models bought within the US via March.
Hyundai can be surging forward with its first three-row electrical SUV, the IONIQ 9, anticipated to launch by the top of the 12 months. Volvo is one other abroad automaker that continues to see outcomes after doubling down on EVs with plans to go all-electric by 2030.
Rivian’s R1S was the seventh best-selling EV within the US final 12 months as the corporate scales manufacturing. Final month, Rivian unveiled its smaller, extra reasonably priced R2, which can begin at $45,000 when it launches in early 2026. The EV startup simply hit a significant milestone after its 100,000th EV rolled off the manufacturing line this week.
Whereas others are plowing forward, Ford is throttling again. Delaying manufacturing might price it market share over the following few years as rivals look to make the most of the shift.
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