The release date of the next-generation Ford F-150 has been delayed until 2028.

【PCauto】According to the news, the 15th generation of the F-150 (codenamed P736), originally scheduled for release in 2027, will not go into mass production in 2027 but will be postponed to the middle of 2028. This delay may not only affect Ford's market competitiveness but also reflect the complex challenges during the current transformation period of the automotive industry. Specifically, what happened to Ford during the development of the new generation of the F-150? Let's continue to discuss.

Ford has spent a large amount of money on developing electric vehicles in the past few years, but this strategy has faced significant pressure in terms of technological research and development and cost control. The sales of Ford's electric F-150 Lightning have not met expectations, and its pure electric vehicle division (Model e) suffered a loss of $5.1 billion in 2024. Although the Lightning won the title of the best-selling pure electric pickup truck in the United States in 2023 (selling 24,165 units), the market demand slowed down in 2024, forcing Ford to suspend production and cut 35% of its production capacity to reduce costs.

Ford CEO Jim Farley once pointed out that the weight of large electric trucks and the high cost of batteries are "insurmountable challenges," especially the limitations of towing capacity. To this end, Ford has adjusted its strategy for electric pickups: on the one hand, it has postponed the release of the next-generation electric model P800, and on the other hand, it has shifted to developing extended-range electric vehicles (EREV) and medium-sized electric pickups (such as the Ranger EV) to reduce battery costs and meet diverse needs.

The cost pressure of simultaneously promoting traditional fuel vehicle and electric vehicle platforms has increased the complexity of supply chain management. Ford requires suppliers to save 2%-4% of costs within the project cycle every year, and by extending the production cycle of the current F-150 (released in 2021 and facelifted in 2024) to 2028, it aims to maintain the stability of the existing supply chain. However, the delayed release of the new vehicle has led to suppliers losing the opportunity to renegotiate prices, further squeezing their profit margins.

The order deliveries of the 2024 F-150 have been hindered by shortages of components (such as head-up displays and engine components) and production delays, and some orders have had a waiting time of more than a year. This chain reaction may also have affected the research and development rhythm of the next-generation model.

In 2024, the sales of the F-150 decreased by 5% year-on-year, and it lost its position as the best-selling model in the United States. Competitors such as Chevrolet and Ram are accelerating the launch of new models. If Ford cannot update its product line in a timely manner, it may further face the risk of losing market share.

The delayed release of the F-150 is a microcosm of Ford's response to the changes in the industry. Under the multiple challenges of high cost pressure in the electrification transformation, insufficient supply chain resilience, and intense market competition, Ford's strategy has changed from a rapid transformation to a slow one. However, whether this adjustment is sufficient to cope with the market changes in the next four years still requires observing the actual effectiveness of its technological breakthroughs and cost control. For consumers, a longer waiting period may mean a more mature product; but for Ford, it is a race against time and competitors.