Ford’s F-150 Lightning is losing ground in the US with new electric pickups like the Tesla Cybertruck and Chevy Silverado EV now available. Although Ford plans to launch smaller, more affordable EVs, including an SUV and pickup, they won’t arrive for (at least) another two years. With new threats, including a wave of lower-cost EVs and Trump threatening to impose tariffs on imports from Mexico, will Ford’s aging lineup set it further behind?
Ford Lightning falls behind in aging EV lineup
It’s been almost three years since the first F-150 Lightning models rolled out of Ford’s Rouge Electric Vehicle Center in Dearborn, Michigan.
Aside from the Rivian R1T, the Lightning was among the first electric pickups available in the US. Rivian delivered the first R1T models in October 2021. The first Lightning customers received their vehicles in May 2022.
Despite setting a new January EV sales record, Ford sold fewer Lightning models than last year. Last month, sales slipped 15.5% to just 1,907, compared to 2,258 in January 2024.
The Mustang Mach-E was the primary reason behind Ford’s higher EV sales last month. Ford sold 3,529 Mach-Es in January, up 172% from the 1,295 sold last year.
After falling behind GM in the US electric vehicle market last year, Ford launched significant incentives toward the end of the year to boost sales. In October, Ford introduced its “Power Promise” program, giving all EV buyers a free Level 2 home charger worth $2,000. It extended the promotion last month after sales jumped 16% in Q4.
According to Edmunds (viaBloomberg), Mach-E models sat on the lot for an average of over three months before the incentive, nearly 20% longer than the average EV.
New threats emerging
Ford’s aging Lightning and Mach-E are already falling behind new EV competitors like the Tesla Cybertruck and Honda Prologue.
According to Cox Automotive’s2024 EV sales report, Tesla sold 38,965 Cybertrucks in the US last year, beating out the Lightning at 33,510. Even the new electric Chevy Silverado is catching up.
After the lower-priced LT trim began arriving at dealerships in October, GM sold 2,176 Silverado EVs in the final three months of 2024, for a total of 7,428. Later this year, Ram will launch its first electric pickup, the Ram 1500 REV.
Ford is betting on a new low-cost EV platform as it looks to keep pace with global leaders like Tesla and BYD. The new platform, under development by a team of former Tesla, Lucid, Rivian, and Apple execs in California, will underpin a series of smaller, more affordable EVs.
The first models are expected to be a smaller electric crossover SUV and pickup, starting at under $30,000. However, the new EVs are not expected to arrive until at least 2027.
By then, Ford will face stiff competition with Rivian launching its smaller R2, Volkswagen’s Scout brand arriving, etc.
With Trump threatening a 25% tariff on imports from Mexico, where the Mustang Mach-E is built, Ford could face more headwinds this year.
Electrek’s Take
Ford has already pushed back several significant electric vehicle models and other projects. Last year, it dropped plans to build a three-row electric SUV, which CEO Jim Farley once described as a “personal bullet train.”
The larger SUV was expected to launch this year, but instead, rivals like Hyundai, Kia, Lucid, and Volvo are taking advantage with new three-row electric SUVs (IONIQ 9, EV90, Gravity, and EX90) arriving in the US this year.
After delivering the first models last March, Honda’s Prologue already outsold the Ford Mustang Mach-E last month.
Ford’s Model e electric vehicle unit lost around $5 billion last year and is expected to continue racking up the losses in 2025. Morgan Stanley analyst Adam Jonas forecasts similar losses at around $4.8 million this year.
We will learn more tomorrow when Ford reports its fourth-quarter earnings. Check back for a breakdown of the report.
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Several automakers, including Honda, Hyundai, Ford, and Kia, reported higher EV sales in the US in January. Here’s a look at some of the top-selling EV models (outside of Tesla) last month.
EV sales in the US by model in January 2025
With nearly 133,000 electric vehicles sold in December, EVs accounted for 8.8% of new car sales in the US, a new record.
According to Cox Automotive’s Kelley Blue Book, the strong end-of-year sales helped push total EV sales to 1.3 million in 2024, up 7.3% from 2024.
With Trump reportedly planning to end electric vehicle incentives, like the $7,500 federal tax credit, demand is expected to pick up as buyers look to lock in the savings before they disappear.
Several automakers reported US sales numbers for January, giving us a better idea of how the EV market is playing out.
Ford sold 5,666 EVs last month, up 21% and a new January record. The Mustang Mach-E had its best January with 3,529 models sold, up 173% from January 2024. Last year, the Mach-E was the second best-selling electric SUV behind Tesla’s Model Y. This year, it’s already losing ground.
Despite higher demand for the Mach-E, Ford F-150 Lightning sales slipped 15% to 1,907 units. Ford’s E-Transit electric van sales also fell 80%, with only 230 models sold last month.
Kia sold 1,542 EV6 models sold last month. However, sales of its three-row EV9 were down slightly (1,232 vs 1,408 in January 2023).
Sister company Hyundai notched double-digit sales growth with its popular EV models. As the upgraded 2025 model (with more range and an NACS port for charging at Tesla Superchargers) rolled out, Hyundai IONIQ 5 sales climbed 54%, with 2,250 units sold in January. Although IONIQ 6 sales were up 15% year over year (YOY), only 871 models were sold.
EV model
January 2025 sales
Honda Prologue
3,744
Ford Mustang Mach-E
3,529
Hyundai IONIQ 5
2,250
Ford F-150 Lightning
1,907
Kia EV6
1,542
Kia EV9
1,232
Subaru Solterra
1,052
Hyundai IONIQ 6
871
US electric vehicle sales by model in January 2025
The biggest surprise, again, was Honda. Honda’s electric Prologue continued to take the US by storm with another 3,744 models sold last month.
After delivering the first models last March, the Prologue was the seventh best-selling EV in the US in 2024. Honda sold over 33,000 Prologue’s in the US in 2024, beating out the Chevy Equinox EV (28,874) and Rivian R1S (26,934).
GM doesn’t report monthly US sales numbers, so we’ll have to wait until April for quarterly sales to compare. Several others have yet to report January US sales. Check back for the latest numbers.
Tesla doesn’t report monthly US sales numbers, but earlier today, Electrek reported that the EV maker saw its first annual drop in sales in California last year.
Are you in the market for a new electric vehicle? We can help you get started. You can use our links below to find deals on some of the most popular EVs in your area.
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Genesis is preparing to launch its largest, most luxurious electric SUV yet. The Genesis GV90 EV was spotted for the first time in South Korea, revealing its ultra-luxury design.
Genesis GV90 spotted as a new ultra-luxury EV
Although we actually got our first look at the Genesis GV90 last week after it was spotted on a carrier, the latest sighting gives us a much closer look, with a view from nearly every angle.
Genesis previewed the full-size electric SUV with the Neolun concept last March. The concept featured an impressive “reductive” design, with the signature Genesis two-tone headlamps and Crest grille displayed upfront.
With premium features, including coach doors, the GV90 is expected to compete with ultra-luxury brands like Rolls Royce and Bentley.
The GV90 will serve as a “tech beacon” for Hyundai and its luxury Genesis brand as it scales up. Inside, you can expect to see Hyundai Motor’s latest OS and connectivity tech. Like the Hyundai IONIQ 9, the GV90 is expected to include dual 12.3″ clusters and infotainment screens in a panoramic curved display, but the Genesis model will be over the top.
A new video from HealerTV gives us a better idea of what to expect. Despite the camouflage, you can see that the GV90 maintains much of its design based on the concept.
From the back, it almost looks like the GV70 Electrified, but you can tell it’s even bigger. Genesis kept other design elements, like the connected rear lights and bumper design, shown in the concept.
The side view shows slight changes from the concept, including the turn signals on the fender. Despite a slightly more “rounded” profile, much of the design remains the same. The two-line daytime running lights and other design elements are pulled from the concept.
Genesis is expected to unveil the GV90 later this year, with mass production set to begin in early 2026. It’s expected to be available in two trims: Standard or Exclusive.
The Standard model is rumored to start at around 100 million won ($80,000), while the Exclusive trim, which will include ultra-luxury features like the coach doors from the concept, could cost upwards of 200 million won ($160,000). It’s like to be limited to just a few models.
The Genesis GV90 will be the first Hyundai Motor EV to ride on its new “eM” platform, set to replace its current E-GMP. It will be built at Hyundai’s Ulsan EV plant in South Korea.
Would you buy the Premium Genesis GV90 model for around $160,000? In comparison, a 2024 Bentley Bentayga costs just over $200,000. Let us know what you think in the comments.
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KORE Power has scrapped plans for its $1 billion lithium-ion battery factory in Buckeye, Arizona, and its CEO and founder has resigned.
Idaho-based KORE Power announced plans to sell the site in Arizona originally designated for its 2-million-square-foot KOREPlex factory.
In an emailed statement, KORE said:
The company has recently undertaken a restructuring to provide more benefit to our customers and position the company for long-term success.
Plans for the KOREPlex in Buckeye, Arizona, will not move forward at this time.
The project, which was awarded an $850 million US Department of Energy loan in June 2023, was projected to bring around 3,000 jobs to the state. It was also positioned to be the first US-owned lithium-ion battery plant in the US.
KOREPlex would have featured multiple production lines to make batteries for EVs and battery storage systems. The factory would have produced nickel manganese cobalt (NMC) and lithium-ion iron phosphate (LFP) battery cells.
CEO Lindsay Gorrill also announced on LinkedIn that he is stepping down, and that president Jay Bellows is taking over as the new CEO. Gorrill will remain a member of the company’s board.
It is with great excitement that I announce Jay Bellows as the new CEO of KORE. Jay is a remarkable leader whose expertise, integrity, and dedication will undoubtedly take KORE to new heights. Having worked closely with him, I am confident in his ability to build on what we’ve achieved and lead KORE into a dynamic and successful future.
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