They don't use their gray matter. Decisions are emotional. Majority don't understand if they can afford something, don't read paperwork, ... They buy with the heart, not the head.
For Ford the point is to sell cars. The Lightning as it is doesn't appeal to many buyers. The market for a BEV truck is tiny. If we look at market data most buy a truck for it capabilities things like hauling heavy loads or pulling a trailer. Admittedly even if they only do it a few times a year. These things the lightning can do but at a huge cost to range this is simply a compromise most people buying a truck won't accept.
If Ford did not adjust its road map they would be getting crucified for not listening to the new environment. The latest has changed the landscape on EV development and Ford and every other car manufacturer has to adjust. I love my Mach E and would love for it to continue. But without our country being conpetitive with other countries on EV outlook it appears to be giving those other countries a leg up in the short term. The only thing Ford can do is try and stem the tide until things change. They may even have to move EV investments out of the country to more welcoming EV countries and hopefully continue their investments there.
I don't believe that these EV only manufactures in the US beside Tesla, because of its scale, can continue to be successful. So I would not count on the Rivian R2 or R3 to be there in the future. The financials have really changed and it is going to be very hard for these EV only companies to survive in the US without very deep pockets and a rough ride for the next couple of years.
Or they are spending less thanks to the generosity of the American taxpayer. Here’s a “stealership” literally helping with the heist.
In all the years I have owned an EV whenever having a conversation with someone about how it all works, they always, always, always, want to focus on the exceptions.
And that may be true I think the stats say 75% only use the bed, haul, or go off road once a year. However if that's why you bought a truck.
Which is just stupid to buy a vehicle that generally cost more, and cost more to operate because maybe you might one day sorta put something in the back vs renting from a hardware store. (Also utility vans perform better for many “I need a work truck” tasks….)
Hey, at least they're listening to their customers now. Not like the ten year run of intentional feigned ignorance about this historically bad (and dangerous) POS:
What about the Lightning is antique when compared to the Mach e? I have never been in a Lightning but from pictures it appears the infotainment is nearly identical and the IPC looks to be very similar.
