Ford has announced that starting April 1, a third of the 2,100 workers who make up three crews at the Dearborn, Michigan, Rouge Electric Vehicle Plant will remain on-site. This move is a response to a slower-than-anticipated demand for the F-150 Lightning manufactured at the plant.
The cutback was first revealed in January, with Ford citing “slower than expected” demand. Despite the F-150 Lightning beating Rivian’s R1T to become the best-selling electric pickup in the market last year, there is still rivalry for the EV truck.
According to a Ford representative who spoke to The Detroit Free Press, 700 employees will be transferred to the company’s Michigan Assembly facility to assist with producing the Bronco and Ranger. The remaining 700 will have two options: either be transferred to the Michigan Assembly factory or accept the $50,000 retirement payout from the 2023 contract discussions.
Just a year ago, the automaker announced that it would increase the production of the Lightning. However, since October, Ford has been switching up the shifts at the location to accommodate new models.
Moreover, Ford has offered substantial incentives on the 2023 F-150 Lightning to encourage sales. Currently, there’s a $7,500 retail credit for the 2023 Lightning Lariat, XLT, and Pro trim levels.
Furthermore, Ford has changed the price of the 2024MY Lightning in a few ways. The entry-level Pro trim, which has a range of 240 miles, costs $54,995. In 2024, the portfolio was expanded to include a “Flash” model with a 320-mile range, Ford’s Tow Tech package, and an interior that prioritizes technology. The starting price for the Flash model is $73,495.
