'The American consumer is speaking clearly': Ford explains why it's just pulled the plug on its pure electric pick-up truck Ford was the first to introduce a full-sized, pure electric pick-up truck to market, even beating Tesla and Elon Musk to the divisive and fiscally-disappointing Cybertruck.

Four years after Ford bravely electrified its best-selling vehicle, the F-150 Lightning pickup, it seemed ready to drop the model owing to slowing demand. Now, it turns out the company's got other plans.

The automaker is ending production of its electric pickup while planning a series-hybrid F-150 and a new low-cost EV platform. “The company is shifting to higher-return opportunities,” Ford says.

Ford Motor Co. is pivoting away from its once-ambitious electric vehicle plans amid financial losses and waning consumer demand for the vehicles.

Ford already has vehicles that fill the space in the U.S. market that the Ranger PHEV and Super Duty are designed to fill outside of it.

Ford on Monday will halt production of its electric F-150 Lightning pickup after poor sales of the vehicle, and will re-introduce it as a plug-in hybrid that uses an unusual technology to deliver more than 700 miles of range.

Ford’s compact pickup truck, the Maverick, comes in five trims for 2026, offers two choices of engines and starting MSRP under $30,000. Details here.

Ford Motor is keeping the F-150 Lightning, but changing its technology. It plans to add thousands of jobs and enter this new business.

The auto manufacturer will begin producing gas-powered Built Ford Tough truck models at its renamed Tennessee Truck Plant in 2029.