Best-selling Ford F-150 Lightning conquest: Ram Pickup and Tesla Model 3 & Model X

The Ford F-150 Lightning is a hot new electric offering. However, while one would assume it would compete with the Tesla Cybertruck, I think few people would expect it to compete with the Tesla Model 3, or even the Model X. Nonetheless, it ends by that these two Tesla models are two of the 3 best sales of conquest for the Lightning. The other model, and apparently the #1 model for Conquest sales, is the much more predictable Ram pickup.

Naturally, sales of the F-150 Lightning are not very high yet. In August, 2,373 units of the Lightning arrived at customers (or businesses). So the number of Model 3 and Model X owners swapping their vehicles for a Lightning can’t be very large. Yet it’s surprising and interesting to note the place occupied by these Tesla models at this point in the Lightning’s journey.

The 2,373 deliveries of the F-150 Lightning are 2,373 more than a year ago and give Ford a boost in EV credibility. Add in the Mustang Mach-E’s 3,120 sales, up 115.5% from last August’s 1,448 deliveries, and Ford is finally on the way with EVs — quite a bit. Ford’s 5,493 electric vehicle sales are low in the grand scheme of Ford’s overall market share. They account for 3.6% of all Ford sales in the United States (not including the Lincoln brand).

Ford notes that in August, sales of its electric vehicles increased by 307%. However, again, from a very low number in August 2021, it is not that difficult to have a high percentage growth. “Sales of Ford electric vehicles quadrupled a year ago, growing almost four times faster than the electric vehicle segment and outgrowing competitors at a rate of more than 60 percent.”

Perhaps one of the most impressive stats about the F-150 Lightning is that it’s the fastest of any Ford model to leave the field. It stays on a pitch for only 8 days, on average. The next best models are the Bronco (10 days) and the Maverick (11 days).

All in all, it’s good to see Ford increasing its production of electric vehicles and bragging about it. It’s a good start. At the same time, with 3.6% of its electric sales, the company is far from an impressive tipping point. Ford’s electric vehicle sales must continue to grow at a rapid pace to bring the company closer to true electric vehicle leadership.

Still, if you look at that chart above, you’ll see that only two high-volume legacy automakers are above Ford — Kia and Hyundai. So even at 2.9% you can say that Ford is currently a market leader.

Plus, the controls are apparently through the roof. “Mustang Mach-E sales increased 115% on sales of 3,120, with record August retail orders of over 7,800 Mustang Mach-Es.” This represents approximately two months of sales/production ordered in one month. If the same thing happens for a few months in a row, a whole backlog will accumulate.

Naturally, the most important thing is to increase production capacity. According to the latest news, Ford has decided to increase its annual production target for the F-150 Lightning from 80,000 to 150,000 vehicles. Ford’s overall August sales in the United States were just over 150,000. Simplistically extrapolating a minute, 150,000 Lightnings a year would represent 8.3% of Ford sales. Add the Mustang Mach-E and we get somewhere. And how about Ford’s next big electric model or two?

Ford is a tough car brand for me to analyze – if you haven’t noticed from this article alone. Sometimes it seems ahead of the pack in the legacy automotive world. At other times, 2.9% of electric sales? Is it inspiring? In 2022, maybe it will. Let’s see how that changes by 2025, and then into 2030. For now, at least, Ford can say it’s taking customers from Tesla – and that’s a big prize to claim!

Pictures by Clean Technica


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Robert M. Larson