On October 5th, the base model Pro version of the Ford electric pickup truck F-150 Lightning saw its price rise from $46,974 to $51,974, officially increasing by $5,000, in order to alleviate the rising costs brought about by high inflation and supply chain interruptions.
As early as August, when Ford restarted the F-150 Lightning’s orders, the company raised the prices of all models by varying amounts between $6,000 and $8,500 due to the same supply chain and inflation issues.
Although the Ford F-150 Lightning Pro has experienced two price increases, demand in the North American market remains strong. In September, Ford’s market share of electric vehicles increased by 3.1% YoY to reach 7%.
Since its launch in June, Ford has sold 8,760 F-150 Lightnings, while the Mustang Mach-E, which has been on the market for three years, still experiences large demand. In September, the company sold 2,324 Mach-Es, a YoY increase of 47%.
Ford’s third electric vehicle, the E-Transit, “dominates its market with over 90% market share.”
In Ford’s own words:
Retail orders for the 2023 model year are up 244% over the 2022 model year.
Similarly, Ford’s expected sales volume of pure electric vehicle models in 2023 is 600,000 units, and the company announced in July that it has obtained a battery supply of 60 GWh.
These are Ford’s expected sales volumes from around the world:
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Mustang Mach-E: 270,000 units in North America, Europe, and China;
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F-150 Lightning: 150,000 units in North America;
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Transit electric vehicles: 150,000 units in North America and Europe;
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New SUVs: 30,000 units in Europe.
Do you think Ford’s plan will succeed?
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.