Rumors Swirl That the Ford F-150 Lightning Could Be Pulled from the Market — Electric Pickup Proves Too Costly for Buyers

It’s been barely a month since federal tax incentives for electric vehicles were rolled back, and the market is already feeling the effects. Some models never even made it to new markets — the Skia EV4, for instance — while General Motors has halted production of its BrightDrop electric van, citing weak demand. Now, almost every major carmaker is scaling back its EV output, and even Ford’s F-150 Lightning is at the center of growing speculation about a possible end to production.

There’s been no official confirmation, but The Wall Street Journal reports that Ford executives are actively discussing the Lightning’s future. Company representatives have declined to comment, yet the silence only adds to concerns about what lies ahead for the truck. When the Lightning debuted in 2021, Ford promised a wide range of trims and affordable pricing. In reality, the base Pro model now starts at $54,780, while mid- and high-end versions like the XLT and Platinum are priced at $63,345 and $84,995, respectively. By comparison, a gas-powered F-150 XLT starts at $45,695, making the electric version a tough sell for many buyers.

Ford CEO Jim Farley recently admitted that large, expensive EVs aren’t living up to market expectations. According to Farley, customers are hesitant to spend $75,000 on an electric vehicle, no matter how advanced or efficient it may be. People are curious about EVs, he said, but high prices are scaring off even the brand’s most loyal customers.

Still, the Lightning isn’t without its bright spots. In the third quarter of 2025, sales jumped nearly 40%, hitting 10,005 units — a record for the model. For the full year, Ford sold 23,034 Lightnings, up just 1% year over year. Despite that modest growth, the company appears to be shifting focus toward more affordable EVs. Plans are reportedly underway for a new electric pickup priced around $30,000, likely closer in spirit to the compact Maverick than the full-size F-150.

Across the industry, interest in electric vehicles has cooled. Production of the Lightning is currently on hold, with no clear restart date. And as competitors like Chevrolet and Samsung Motors rethink their EV strategies, it’s becoming increasingly possible that the F-150 Lightning could make way for models that are more accessible — and more profitable — for the average driver.