Citing battery costs and slow sales, Ford is slowing production of its electrified trucks such as the pictured F150 plug-in hybrid electric (PHEV). Despite promising sales figures in sedans and passenger vehicles, the demand for electrified trucks has not been as expected.
Ford says that strategies that improve their gasoline and diesel vehicles are paying off better for trucks in terms of fuel economy and sales, since the prices are lower because costs are as well. Lightening the weight of trucks and vans through better materials and smaller engines putting out the same power, such as the new EcoBoost line, are pushing sales and making hybrids and electrics with their price premiums seem not as desirable for many fleets and consumers.
Ford still plans to go ahead with electrification research and development, however, and a recent partnership with Toyota to develop hybrid trucks and SUVs will continue, putting new vehicles on the road by the end of the decade. Market estimates put hybrid vehicles in the 15-25% of market share by 2020.