The electric pickup truck wars have taken a dramatic turn as Ford’s F-150 Lightning surged past Tesla’s Cybertruck in U.S. registrations during the first quarter of 2024, signaling a seismic shift in the battle for dominance in the burgeoning EV market.
According to recent data reported by InsideEVs, the Cybertruck recorded 2,893 registrations in Q1, while Ford’s Lightning eclipsed that figure with 7,743 units. The numbers mark a stark reversal from late 2023, when Tesla’s angular stainless steel pickup began trickling into driveways amid fanfare, only to lose momentum as Ford leaned into its decades of pickup truck expertise.
“This isn’t just about specs or hype—it’s about execution,” said Michelle Anderson, an automotive analyst at MotorTrend. “Ford leveraged its existing production lines, dealer network, and brand loyalty to scale Lightning faster. Tesla, meanwhile, is still grappling with Cybertruck’s complex manufacturing process.”
The Lightning’s victory underscores Ford’s strategic advantage in the pickup segment, where the F-Series has reigned as America’s best-selling vehicle for 47 consecutive years. Buyers appear drawn to the Lightning’s familiar design, lower starting price (79,990 and has faced criticism over delayed production, limited availability, and polarizing aesthetics.
As noted by Automotive News, Tesla’s struggles highlight the challenges of scaling niche vehicles. The Cybertruck’s exoskeleton design, pioneered with a stainless steel alloy, has reportedly led to manufacturing bottlenecks. Meanwhile, Ford capitalized on its Rouge Electric Vehicle Center in Michigan, which retooled to produce Lightnings alongside gas-powered F-150s.
“The Cybertruck is a marvel of engineering, but it’s a low-volume halo vehicle,” said Sam Abuelsamid, an analyst at Guidehouse Insights. “Ford is playing the long game by targeting fleet buyers and traditional truck owners. That’s where the volume is.”
Tesla remains optimistic, with CEO Elon Musk recently pledging to ramp Cybertruck production to 25,000 units annually. However, Ford isn’t slowing down—the automaker plans to introduce a next-generation electric pickup by 2025, hinting at improved range and affordability.
For now, the Lightning’s lead signals that in the EV pickup arena, legacy automakers may yet hold the cards. As Anderson put it, “Innovation grabs headlines, but scalability wins races.”
This story is developing. Follow updates on EV registration trends and market shifts here.
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