After a strong first quarter for EV sales, Ford announced a delay in launching its new three-row electric SUV. This decision comes as the company shifts its focus to expanding its hybrid lineup at the Oakville, Ontario, plant.
Ford saw an 86% surge in electric vehicle sales during the first three months of the year, securing the second spot in the US EV market behind Tesla.
The American automaker delivered 20,233 EVs in Q1 2024, surpassing rival General Motors with 16,425 electric cars sold.
The F-150 Lightning continues to be the top-selling electric pickup, with a sales increase of 80% over last year, totaling 7,743 units delivered. The Mustang Mach-E also performed well with a 77% year-over-year sales growth, reaching 9,589 units sold and becoming the second best-selling electric SUV after Tesla’s Model Y.
With commercial customers increasingly opting for electric options, Ford Pro experienced a 40% growth in EV adoption, particularly with many repeat buyers of the 2024 F-150 Lightning.
This surge in EV sales follows Ford’s price reductions on the Mustang Mach-E earlier this year and the introduction of significant incentives on the Lightning electric pickup.
| 2023 Ford Mustang Mach-E Trim | Previous MSRP | New Starting price | Difference |
| Select RWD | $42,995 | $39,895 | -$3,100 |
According to a recent report from data analytics firm Cloud Theory, the response to the Mach-E price drop was immediate and significant. However, despite this positive trend, Ford is delaying EV production at its Oakville plant, including the electric three-row SUV.
Ford delays three-row electric SUV amid shift to hybrids
In an update on Thursday, Ford revealed its decision to postpone the launch of next-gen EVs at its Ontario assembly plant in favor of enhancing its hybrid lineup. The new three-row electric SUV is now slated for a 2027 launch, two years later than originally planned.
Ford attributed this delay to allowing the market for three-row EVs to mature further while leveraging advancements in battery technology.
Ford’s CEO, Jim Farley, reiterated the company’s dedication to Canadian manufacturing, stating, “We are fully committed to manufacturing in Canada and believe this decision will help us build a profitably growing business for the long term.”
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