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Ford’s F-150 Lightning Production Resumes After Overhaul


Ford Motor Co.’s factory that manufactures the popular F-150 Lightning electric pickup truck has resumed production following a significant overhaul. The automaker announced on Tuesday that recent price cuts on the electric vehicle have resulted in a surge of orders.

Increased Demand and Stock Performance

On Tuesday, Ford’s stock (F) experienced a rise amidst a mixed day for both the broader market and shares of other automakers. In contrast, General Motors Co. (GM), Tesla Inc. (TSLA), and Rivian Automotive Inc. (RIVN) saw declines.

Expansion and Ramping up Production

Located in Dearborn, Mich., Ford’s Rouge Electric Vehicle Center underwent a six-week shutdown to enhance its capacity and manufacturing capabilities. The facility successfully tripled its output to accommodate the growing demand for the F-150 Lightning, which has been the best-selling vehicle in the U.S for four decades.

According to Ford, the temporary shutdown of the Rouge Electric Vehicle Center impacted customer deliveries this summer. However, the facility is now fully prepared to accelerate the ramp-up process and increase production to meet the high demand for the electric truck.

Meeting Future Targets

Thanks to the expansion efforts, Ford is confident that it can achieve an annualized rate of 150,000 vehicles by fall. This year alone, the automaker plans to manufacture 70,000 electric pickup trucks at the Rouge Electric Vehicle Center.

With these developments, Ford aims to solidify its position in the electric vehicle market and cater to the growing customer demand for sustainable transportation options.

Ford Increases Capacity at Plant to Reduce Customer Wait Times

Ford is making strides to improve its production capacity and meet the growing demand for its vehicles. The company has recently announced that it is increasing the capacity at one of its plants, which will result in shorter wait times for customers looking to purchase trucks. This move not only benefits customers but also allows Ford to concentrate on producing higher-end trims that are more profitable.

The capacity increase comes on the heels of a successful price cut that Ford implemented for its vehicles, particularly for the popular Lightning model. This price reduction has led to a significant increase in web traffic, with a threefold surge, and a sixfold jump in customer orders. As a result, the Lightning model has become more accessible to a broader range of shoppers.

Despite reporting strong second-quarter earnings, Ford’s achievements were overshadowed by concerns surrounding its electric vehicle (EV) production. The company is determined to reach a production rate of 600,000 EVs by 2024. In May, Ford initially stated that this milestone would be achieved by the end of this year. While there may be some skepticism regarding these projections, Ford is committed to meeting its targets.

Last month, Ford made headlines by slashing the prices of its electric F-150 model by up to 17%. This strategic decision was partly driven by intense competition among automakers, with price adjustments being a common tactic used to gain market share. Even Tesla has made similar moves in response to this phenomenon.

As a result of these developments, Ford’s shares have seen a 14% increase this year, although it slightly lags behind the S&P 500 index, which has advanced approximately 19% in the same period. Nonetheless, Ford remains optimistic about its growth prospects and is actively working towards achieving its goals.

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