Ford's F-150 Lightning may be discontinued, but it wasn't the truck's fault. We analyze the catastrophic marketing failure that ignored the right buyer and how rivals like Scout are getting it right.

The future of the Ford F-150 Lightning, the brand’s electric full-size truck, has been called into question. A fire in September forced Ford to cut production of the truck, with the automaker suddenly short on the aluminum it needed to build the EV. At the time, the Lightning’s production was paused indefinitely. It may never come back.

Ford brought the F-150 Lightning to the market in 2022 and was hoping it would be the right truck at the right time. Now, it is considering retiring it

Ford executives are reportedly weighing whether to discontinue the all-electric F-150 Lightning pickup, just a few years after the truck launched in 2022.

It’s a money-losing truck, and Ford has lost $13 billion due to EVs since 2023. It sold 33,500 Lightning trucks in 2024 while selling 732,193 F-150 models. Ford CEO Jim Farley has shared that making money on large EVs is difficult and many automakers have canceled their plans.

Spec Design Company unveiled its 2026 Ford F-150 RS/X at the SEMA Show. This turn-key truck is motivated by a blown 1,000-horsepower Coyote.

Andrew Cuomo had insult added to injury after his “good luck truck ” – a white Ford Bronco that has been compared to that of OJ Simpson – was apparently slapped with a parking ticket days after his decisive election loss.

The Ford Ranger Police Pickup is a cop-spec truck for countries that don’t get the F-150 Police Responder.