04:36 09-02-2026

Ford cancels electric SUV and F-150 Lightning, focuses on affordable vehicles

Ford halts development of a three-row electric SUV and ends F-150 Lightning production, shifting to launch five new models under $40,000 by 2030 to meet demand for affordable cars.

Ford is revising its product development strategy, abandoning some of its ambitious electric vehicle projects in favor of more affordable cars. The company has officially halted development of a three-row electric SUV it had been working on for several years. It has also decided to end production of the electric F-150 Lightning pickup truck after just three years on the market.

The cancellation of the large electric SUV follows repeated delays and shifting market conditions. Despite strong Mustang Mach-E sales in 2024 and 2025, Ford concluded that demand for expensive electric models is growing slower than expected. The situation worsened with the rollback of federal tax incentives for electric vehicles in the U.S., which severely undermined the project's economics.

The electric F-150 Lightning also failed to meet long-term expectations. In 2025, the model sold 27,300 units, a figure below the previous year's results. Faced with high costs and limited demand, Ford decided to focus on other market segments.

To replace the canceled models, the automaker is preparing a major lineup refresh. By 2030, Ford plans to launch five new models priced under $40,000. These will be completely new nameplates, not just updates to existing vehicles. The future lineup will cover several classes, including crossovers, pickups, vans, and possibly passenger cars.

According to Ford's leadership, the new models will be offered with various powertrains, including gasoline, hybrid, and fully electric versions. One of the key new products will be an affordable pickup truck with an estimated price of around $30,000, expected to launch in the coming years.

This strategic shift reflects Ford's effort to adapt to real-world demand, where buyers are increasingly seeking simpler, more affordable vehicles rather than technological flagships. The decision to abandon expensive electric projects and focus on sub-$40,000 vehicles looks like a pragmatic move for Ford. The company is clearly trying to win back mainstream customers lost to rising prices and electrification. If the new models are genuinely affordable, they could shift the balance of power in the U.S. market.