Sales Battle: Ford’s F-150 Lightning vs. Tesla’s Cybertruck

Falling Sales for Ford: Ford Motor Co‘s F F-150 Lightning has seen a decline in sales in the U.S. in recent months, contrasting sharply with rising demand for the Tesla Cybertruck.

Quarterly Sales Overview: Tesla Inc. TSLA began delivering Cybertrucks in the U.S. in late November 2023, quickly increasing its deliveries. In the third quarter of 2024, Tesla delivered 16,692 Cybertruck vehicles in the U.S., according to automotive research firm Kelley Blue Book. Meanwhile, Ford sold only 7,162 F-150 Lightnings during the same period.

Although this sales figure for Ford is an improvement over the previous year’s quarter, it still trails behind Tesla’s stainless steel truck, which has now outpaced the Lightning.

For the first time, Cybertruck sales surpassed those of the F-150 Lightning in the second quarter of 2024, a notable milestone given that the Lightning has a lower starting price. The Tesla model has now maintained its lead for two successive quarters.

Sales for the Cybertruck continue to surge, while Ford’s Lightning has hovered between 7,000 and 8,000 units for the last three quarters.

Current Sales Trends: In the early weeks of Q4, the F-150 Lightning’s sales dropped significantly. In October and November, Ford only sold a total of 5,506 Lightnings, down from 8,105 units during the same months in the previous year.

Just a year prior, the Lightning had achieved status as the top-selling electric truck in the U.S.

While Ford consistently shares its monthly sales figures, Tesla does not disclose its numbers, leaving the sales counts for October and November a mystery.

Demand Factors at Play: Both the Lightning and the Cybertruck are reportedly facing demand issues. As reported by Benzinga in November, Ford announced a six-week pause in the production of the F-150 Lightning starting November 18, resuming on January 6. The Rouge Electric Vehicle Plant will halt operations during this time.

Ford explained, “We continue to adjust production for an optimal mix of sales growth and profitability.”

Similarly, Tesla indicated a temporary break for its Cybertruck production line at Giga Texas, instructing workers not to report to work from December 3 to December 5. This suggests both companies may be experiencing excess inventory.

Price Comparisons: The F-150 Lightning comes at a lower price point compared to the Cybertruck. The 2024 Lightning starts at $67,995 for the base model, and the higher-end Platinum variant starts at $84,995. Ford offers two additional variants with prices in between these models.

In contrast, the Cybertruck begins at $79,990 for the All-wheel drive variant and reaches $99,990 for the premium Cyberbeast model, with only two variants available.

For more insights on the automotive landscape, visit Benzinga’s Future Of Mobility coverage.

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Images provided by: Tesla and Ford