That was followed by reports that this project had become a priority, to the detriment of some larger EVs already in the works. We got more explanation from Ford chief financial officer John Lawler on why this pivot makes sense. Lawler was a speaker at the Bank of America Securities Auto Summit.
When it comes to EVs, past beliefs and practices must be tossed out the window. The long-held business model for vehicles with internal combustion engines is that the larger the vehicle, the greater the return on revenue and profitability. Small vehicles can even be loss leaders, meaning they draw customers into the showroom and the brand at a loss in the hopes they become longtime loyal buyers of larger, more profitable models.
The other truism in North America, is that customers want large vehicles. But Lawler says the new platform is flexible enough to cover vehicles over a wide swath of segments. And the crucial point: EVs with their flat floors and no need for an engine, transmission tunnel and other large and bulky components, make it possible to offer a lot more interior space.
Ford almost immediately began work on a second-generation platform for the next iteration of electric pickup trucks—Lawler said he is not sure it will continue to be called Lightning—as well as other large vehicles, starting in 2026. That was to include electric versions of the vehicles similar in size to the Ford Explorer and Lincoln Aviator which were to come from the retooled Oakville Assembly Plant in early 2025, but those plans have changed.
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