Ford CEO on ending Ford Lightning EV production: We are following market trends

Core Insights - The company is pivoting its strategy in response to a decline in the high-end electric vehicle (EV) market, which has seen a 5% shrinkage in the US, particularly affecting vehicles priced between $50,000 and $80,000 [1] - A significant pre-tax charge of $19.5 billion is being taken to facilitate this strategic shift, with $5.5 billion of that being cash charges, which are expected to yield a strong return [2][1] - The company aims to focus on affordable trucks and vans, leveraging its existing strengths in hybrid and electric range-extended vehicles (e-revs) to enhance profitability and meet customer demand [2][5] Market Positioning - The company forecasts that by 2030, half of its global sales will consist of hybrids, e-revs, or pure EVs, up from approximately 17% currently, indicating a significant ramp-up in production and sales over the next five years [4] - The company holds an 80% market share in hybrid trucks in the US and plans to expand its hybrid lineup, including the Bronco, to cater to consumer preferences [5] - The company recognizes regional differences in EV adoption, noting that while China has over 50% electric vehicle sales, the US market is currently at 5% [6][8] Strategic Collaborations - In Europe, the company is partnering with Renault to offer affordable EVs, avoiding heavy investments in its own EV production in that region [7] - The company is focusing on the truck and SUV market globally, emphasizing hybridization as a viable option to meet diverse consumer needs [8] Product Development - The company is committed to bringing its new product lineup to market, with a goal for its Model E division (EV business) to achieve profitability by 2029 [3] - The company is developing an affordable EV platform priced at $30,000, which is expected to resonate well with consumers [2][5] - The company believes that e-revs, which can travel 700 miles on a tank of gas while primarily operating in electric mode, are a more practical solution for consumers than high-priced all-electric trucks [9]