Ford's F-150 Lightning all-electric pickup truck sold more units than ever last month since launching last spring—2,436—according to October sales numbers released this morning.
Overall, Ford sold 6,261 EVs in October, up 120% from the same time period last year, and up from the 4,691 EVs it moved in September. Still, EVs made up just 4% of all vehicles sold in October, and overall Ford sales dropped 10% year over year. Sales on the other 96% of Ford's lineup—the Escape, Edge, Explorer, Ranger, and others—saw double-digit YOY drops.
Those who bought an F-150 Lightning earlier this year have no doubt been showing them off at fall tailgates, using the battery as a generator to power other devices.
Ford has also been encouraging owners to load up the front trunk, or "frunk" where the gas engine formerly sat, with chicken wings, beers, seafood—you name it, Bloomberg Businessweek reports. (The Mustang Mach-E, which saw its sales climb 7.3% YOY last month, also has a frunk.)
There were a few gas-powered bright spots in October. The Bronco sold almost 10,928 units (up 48% YOY) and the Maverick truck sold 9,233 units (+123% YOY), though those Bronco sales were largely Ford working through a preorder backlog, just like in September.
Ford also says sales for 2023 models are looking strong, up 134% compared to demand for 2022 models this time last year.
It's unclear how many of those orders are for the F-150 Lightning or Mach-E, but if future demand continues to trend electric then Ford will need to come out with more EVs—and fast. Ford doesn't seem to have new EV models planned for next year. There will be 2023 versions of its current lineup—the Mustang Mach-E, F-150 Lightning, and commercial E-Transit Van—but no brand-new vehicles that would expand the portfolio. Ford does offer five hybrids of other models.
While Ford touts itself as the number one electric brand behind Tesla (Tesla holds as much as 70% of the total market), in reality it's neck-in-neck with General Motors' Chevrolet.
Chevy has three new EVs in the works: the $30,000 Equinox, Blazer, and Silverado. They're all technically 2024 models, though Chevrolet says sales on the Equinox will begin in 2023. The Chevy Bolt EV and EUV, both sub-$30,000 cars, are flying off dealer lots as well, even though they'll will eventually be phased out of Chevy's lineup in favor of Ultium battery-powered EVs.
GM also brought to market the sold-out Hummer EV and Cadillac Lyriq EV this year. And the brand is pushing into luxury EVs with the $300,000 Cadillac Celestiq.
Ford's recent investments indicate we shouldn't count it out quite yet, however. The company poured $500 million into Rivian, a luxury electric SUV and pickup truck startup, several years ago, and in September it announced a new battery plant and funding for battery recycling facilities. It may have more models in the works, but Ford seems to be relying on the popularity of the F-150 Lightning and Mustang Mach-E for now.