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.
Ford Mustang Mach-E (left) and F-150 Lightning (right) (Source: Ford)
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.
Chevy Silverado EV LT trim (Source: Chevrolet)
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.
All-electric Ford Explorer in Europe (Source: Ford)
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.
Rivian R2 electric SUV (Source: Rivian)
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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A recent AAA poll shows that just 13% of Americans trust self-driving cars, leaving 87% either unsure about, or “too afraid” to give up the controls. At the same time, it seems like Stellantis is giving up on its highly-publicized AutoDrive Level 3 ADAS.
Is this the beginning of the end of self-driving hype?
A 2025 survey from AAA indicates that more than 60% of American drivers are “afraid” to ride in a self-driving car, while only 13% think the development of self-driving technology should be a priority – but what might be more disturbing for companies that are deeply invested in autonomy is that the public’s attitudes don’t seem to be improving.
“Most drivers want automakers to focus on advanced safety technology,” explains AAA automotive engineering director Greg Brannon. “Though opinions on fully self-driving cars vary widely, it’s evident that today’s drivers value features that enhance their safety.”
Given that, it’s no wonder Stellantis is backing off – but not giving up. “(STLA AutoDrive) was unveiled in February 2025 was L3 technology for which there is currently limited market demand,” a Stellantis spokesperson told Reuters. “So this has not been launched, but the technology is available and ready to be deployed.”
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Alexander Vlaskamp, the outspoken CEO of MAN Trucks, claims that an electric semi truck can pay for itself in less than three years – but there are a few asterisks in that statement. We’ll try to unpack them all for you here.
The good news is that, in the EU, incentives are plentiful. MAN says those programs, together with Europe’s much higher diesel prices compared to the US (about $6.80/gal compared to $3.70, as I type this), can help the eTruck pay for itself in as little as two and a half years.
And, if you’re not familiar with European incentives for electric semi trucks, hold on to your hats because they are wild:
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up to 80% of vehicle purchase price subsidy in Austria (ENIN)
in Belgium, there’s a subsidy for up to 32% of the price of the truck (up to 2 trucks per company)
in Ireland, government incentives cover 30–60% of the up-front cost difference versus a comparable diesel truck
Norway offers a similar 60% diesel cost difference incentive
“It’s all about the charging infrastructure, that’s the problem,” Vlaskamp told Börsen-Zeitung. “When it comes to investment in charging stations, Europe is lagging far behind … what’s needed now is the political will to reverse this trend,” adding, “We need to act quickly.”
Charging is key
Charging an eTruck; via Man Trucks.
Spanish-language site Motorpasión notes that red tape isn’t the only reason charging lags. Driving investment into new charging infrastructure is lagging, too – but MAN’s CEO thinks there’s a simple fix: take half of annual toll revenues generated by commercial trucks (around €7 billion in Germany, alone) and funnel it directly into DC fast charging.
In addition to the still deficient charging network, another obstacle is the cost of electricity for charging. Vlaskamp proposes a reduced price for commercial truckers, as has traditionally been the case with diesel. Currently, the average price is 45 to 50 cents per kWh, but says the ideal would be, “between €0.20 and €0.30/kWh.”
TL;DR: if charging was cheaper and easier to access and the government was willing to subsidize EVs as much as they’ve subsidized oil with the creating and ongoing support of a globalized military industrial complex, MAN Trucks’ CEO thinks plug-in semis would be a no-brainer.
Head on down to the comments and let us know if you agree.
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It’s Labor Day weekend, which means big deals on car lots across America – especially if you’re shopping for a new electric vehicle to help with your labor. We’ve rounded up the best offers on electric pickups, vans, and even a great option for ride share drivers!
Sure, there’s a bit of irony in pitching “work vehicles” on a holiday meant for not working – but for many small business owners, work is part of who they are. And with the $7,500 federal EV tax credit set to expire, plus a wave of great Labor Day deals on work-ready EVs, now might be the best time yet to plug into a new electric ride.
Here are some of the standout electric vehicles offers we found this Labor Day weekend (2025), organized by vehicle type.
Electric pickup | F-150 Lightning
F-150 Lightning; via Ford.
The “Ford for America,” summer sales event continues through Labor Day with interest-free 0% financing, $0 down payment, and zero payments for up to 90 days for retail customers. Ford is also throwing in $0 maintenance for 24 months.
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But wait, there’s more! Ford Authority is reporting that a complimentary home charger and standard installation might also be included as part of the Ford Power Promise promotion happening at participating dealers in select markets with the purchase of a new F-150 Lightning pickup through the end of September.
Lease customers aren’t being left out, either. You can lease a 2025 Ford F-150 Lightning XLT 4P 311A pickup at $399 per month for 36 months, with “just” $399 due at signing (basically your first month’s payment).
For your money, you get a capable, Ultium-based electric cargo van with more room than your college dorm and a nationwide dealer network to keep it up and running when you need it most.
Electric van (hon. mention) | Mercedes eSprinter
2024 eSprinter; via Mercedes-Benz.
Despite being based on the company’s existing diesel platform, Mercedes’ eSprinter has proven itself a capable urban hauler in the hands of Amazon, DHL, and countless European tradespeople. Despite that, there are still a handful of leftover 2024 models hanging around dealer lots – enough that Mercedes is offering up to $30,000 (!) Customer Cash on any new ’24MY eSprinter purchased from dealer stock.
As you can imagine, there’s some fine print on that Customer Cash deal. It can’t be combined with Special APR programs through Mercedes-Benz Financial Services (MBFS), but it can be combined with the Mercedes-Benz Commercial Vehicles Medium Fleet Program.
And, while we’re at it, it’s probably worth noting that serious road warriors will probably save more than $129/mo. in fuel alone.
If you prefer to own your vehicles after making payments on them for a few years, you can also get 0% interest financing on select ID.4s for up to 72 months. It’s important to note here that Volkswagen’s deals can vary wildly by region. That $129/mo. offer is available in California and a few other West Coast states, for example, but the electric crossover’s listed at $329 for 24 months with $4,499 due at signing in others.
Disclaimer: the vehicle models and financing deals above were sourced from CarsDirect, CarEdge, and (where mentioned) the OEM websites – and were current as of 29AUG2025. These deals may not be available in every market, with every discount, or for every buyer (the standard “with approved credit” fine print should be considered implied). Check with your local dealer(s) for more information.
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