Ford previously announced its strategy to boost its F-150 Lightning production threefold by expanding the Rouge Electric Vehicle Center (REVC).
Now, the American legacy automaker officially revealed that it had reopened the factory after a six-week shutdown caused by the expansion project.
In effect, the factory will be able to handle a significant annual production capacity increase from just 50,000 to 150,000 F-150 Lightning units by the fall.
What’s the big deal?
Ford’s move to expand and retool its Rouge Electric Vehicle Center will undoubtedly aid the company in achieving its annual production target for the highly in-demand F-150 Lightning.
The increased supply will enable the automaker to meet the growing demand for the all-electric pickup by ramping up production. In effect, the company’s poor sales and revenue results from its EV unit would recover.
As mentioned, the factory would hit its maximum production capacity of 150,000 F-150 Lightning models by the fall. Meanwhile, the company aims to build the initial 70,000+ units in the “calendar year 2023.”
“We are all looking forward to getting these F-150 Lightning trucks into the hands of our customers – from the U.S. to Norway. This milestone is the result of a lot of hard work and collaboration.”
Debbie Manzano, Ford’s Manufacturing Director
As part of the REVC expansion and retooling, Ford equipped the factory with innovative technologies that improved production quality. For instance, the factory now has a tool that can “automatically measure and validate exterior body fit for margin and flushness precision.” Ford also added a third production area to assess wheel alignment and headlamp for its driver-assist features.
These improvements will enable the company to match its supply to the customers’ demand, especially for the most-liked trims. For context, the F-150 Lightning XLT accounted for 50% of new orders, according to Ford. It must be noted that the automaker’s recent price cuts effectively boosted the demand for its EVs.
“We have learned a lot from our first-ever EV truck customers, including a preference for technology and visual differentiation. We continue to refine the F-150 Lightning lineup to make the jump to an EV truck an easy choice for customers.”
Martin Gjaja, Ford Model e’s Chief Customer Officer
See Also:
- Ford slashes F-150 Lightning prices, offering the base model under $50,000
- Ford’s EV sales declined 2.8% in Q2, despite F-150 Lightning’s strong performance
- Ford faces another F-150 Lightning production snag
- 2023 Ford F-150 Lightning: Tremendous price hike, same high value
- Ford halts F-150 Lightning production due to potential battery issue
This production expansion strategy highlights Ford’s commitment to strive in the electric vehicle industry, despite its major setbacks in the past quarters. It also demonstrated the F-150 Lightning’s significant role in the company’s efforts to boost its sales and revenue.
