Ford Motors (NYSE: F) said today that online orders are open for the 2024 Ford F-150 Lightning trucks, now shipping from the Rouge Electric Vehicle Center. In January Ford dropped a shift at Rouge because of weak demand for the Lightning, the top-selling electric pickup in the US. Competition is reducing demand and trimming margins. The previously announced MSRP of the 2024 F-150 Lightning is being reduced. The so-called F-150 Lightning Flash™, now available with a starting MSRP under $70,000, and comes with an extended-range battery.

Ford of course is hemorrhaging red ink in its EV business as Tesla (Cybertruck), GM (Chevy, Cadillac Lyric SUV, GMC Sierra, Hummer) and Stellantis – (electrified Jeeps) increase theirs. Ford’s EV business – Model e – lost $1.3 billion on electric vehicles even though it reported 44% higher shipments of electric vehicles, and 26% revenue growth during Q3 of 2023.