electric vehicle sales remained virtually unchanged in July, moving just 8,229 units compared to 8,242 in the same month last year. The modest 0.2% decline comes despite the posting slight gains and the recording its best July performance ever with 5,308 deliveries. While the flat numbers might seem concerning on the surface, they actually set the stage for what CEO Jim Farley promises will be a transformative announcement in just days.
The timing couldn’t be more critical for Ford’s struggling electric division, which burned through $1.3 billion in the second quarter alone and faces mounting pressure from both traditional competitors and emerging Chinese automakers. Ford’s year-to-date EV sales have fallen 9.9% to 47,217 units through July, highlighting the urgent need for the company’s next-generation strategy that industry insiders expect will target the affordable EV market with vehicles starting around $25,000.
Lightning Holds Ground Against Growing Competition
Ford’s flagship electric pickup managed modest growth despite an increasingly crowded market. The F-150 Lightning delivered 2,831 units in July, representing a marginal 0.3% increase that kept it competitive against and GM’s new offerings. Registration data from earlier this year showed the Lightning actually reclaimed the title of America’s best-selling electric pickup in the first quarter, outselling the Cybertruck with 7,913 registrations compared to Tesla’s 7,126.
However, the Lightning’s current success masks deeper challenges within Ford’s electric strategy. Industry analysts note that Ford is reportedly losing substantial money on each EV sold, with some estimates reaching $100,000 per vehicle when accounting for development costs and manufacturing inefficiencies. The E-Transit commercial van exemplified these struggles, with sales plummeting 89% to just 90 units as fleet customers remain hesitant to embrace electric powertrains for heavy-duty applications.
Ford’s “Model T Moment” Could Redefine EV Strategy
The lackluster July numbers become context for Ford’s upcoming August 11 announcement in Kentucky, where Farley will unveil what he’s calling a “Model T moment” for the company. Sources familiar with the project suggest Ford will reveal details about its secretive “skunkworks” EV platform, developed over three years by a team led by former Tesla executive Alan Clarke and staffed with talent from Rivian, Apple, and .
This new platform represents a dramatic departure from Ford’s current approach, targeting the affordable EV segment that Chinese manufacturers like BYD and Geely have dominated globally. The first vehicle expected from this program is a midsize pickup truck positioned between the Maverick and Ranger, arriving in 2027 with an estimated starting price near $25,000.
Ford plans to manufacture these vehicles at its Louisville Assembly Plant using lithium iron phosphate batteries produced at the BlueOval Battery Park in Michigan, potentially achieving the cost efficiency that has eluded its current EV lineup.
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