According to a recent report by The Wall Street Journal, Ford Motor is contemplating halting the production of its electric pickup Ford F150 Lightning due to dwindling demand. Over the past three quarters, only 23,034 units of this vehicle have been sold, a figure that falls far short of the threshold for profitability, leading many to believe that continuing its production would only amplify financial losses. Last month, the assembly line for electric pickups was ceased, and workers were reassigned to produce traditional Ford F150 trucks with internal combustion engines. Interestingly, the Ford F150 Lightning is still the leading electric pickup in the US market, even as other manufacturers are struggling. For instance, Tesla managed to sell just around 16,000 units of its Cybertruck in the same time frame. The situation is reflective of a broader trend in the electric vehicle market. General Motors has already shut down its BrightDrop electric van program, and Stellantis has abandoned its plans for the Ram 1500 REV electric pickup without bringing it to production. Ford's management estimates that their electric vehicle projects have incurred over 13 billion USD in net losses since the beginning of 2023, roughly equivalent to 1.05 trillion rubles.