Ford is embarking on an exciting journey to triple its production capacity of the all-electric F-150 Lightning pickup at the Rouge Electric Vehicle Center in Dearborn, Michigan. The company aims to meet the increasing demand from customers by producing 150,000 vehicles per year. This announcement comes after a successful six-week retooling and expansion project at a Michigan plant.
The electric vehicle market is not without challenges, as competitors have been lowering prices to gain a greater market share. Ford acknowledges these headwinds and has taken steps to address them. According to Marin Gjaja, a chief customer officer at Ford, the cost of the EV truck for both Ford and customers had risen due to rising material costs and supply constraints. However, the company has been working behind the scenes to improve accessibility and affordability, resulting in a recent price adjustment. This adjustment has led to a significant increase in traffic to Ford’s website and a surge in orders, necessitating an increase in assembly activity.
After six weeks of expansion and retooling, the Rouge Electric Vehicle Center is now equipped to meet the increased demand. Ford has tripled its manufacturing capacity, and it projects that production will reach 150,000 units later this year. Debbie Manzano, director of manufacturing at Ford, expressed excitement about getting these F-150 Lightning trucks into the hands of customers worldwide.
It’s worth noting that Ford faced a setback earlier this year when an F-150 Lightning caught fire during a pre-delivery quality inspection. Production and shipment of the pickups were temporarily suspended until a joint review with battery manufacturer SK On was completed. However, Ford remains committed to delivering high-quality electric pickups and is moving forward with its electrification plans.
The F-150 Lightning received recognition as the North American Truck of the Year in December, and its popularity continues to grow. Last year, 18,000 trucks were sold, highlighting the strong demand for this innovative electric vehicle. Ford’s focus on electric pickups aligns with its ambitious goal of electrifying its entire vehicle lineup. The company has pledged to invest over $50 billion globally to achieve this vision.
In conclusion, Ford’s plan to triple production capacity of the F-150 Lightning is a testament to its commitment to meet customer demand in the electric vehicle market. Through continuous improvements, accessibility, and affordability, Ford aims to deliver high-quality electric pickups to customers worldwide. With its expansion at the Rouge Electric Vehicle Center, the company is well on its way to achieving its production goals and electrification vision.
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