Ford has added 1,200 workers to the Lightning assembly system and plans to run it on a three-shift work rotation.
As one of several new moves to boost demand, Ford said individual retail customers can now order the least expensive F-150 Lightning Pro, a $49,995 version of the truck originally designed for commercial customers only.
To support increased Lightning production, Ford will focus sales efforts on "attracting more traditional customers, or the early majority," Gjaja said.
“Challenges still remain around customer awareness and acceptance” of electric vehicles among mainstream buyers, he said.
Ford said last week its electric vehicle operations are on track to lose $4.5 billion this year, a 50% wider loss than previously projected.
Persons:
Rebecca Cook, Ford, Tesla, Marin Gjaja, Gjaja, Jim Farley, Joe White, Jonathan Oatis
Organizations:
Rouge Electric Vehicle, Reuters Connect DETROIT, Ford, EV, Detroit's, Motors, Silverado, Lightning, Ford's, Thomson
Locations:
Dearborn , Michigan, U.S