The history of American industry is a graveyard of sure things. Dominant consumer products become household names, grow comfortable, and eventually fade because the companies that make them stopped listening to customers.
They mistook their market share for a permanent right rather than a daily earned privilege.
As the Ford F-Series marks its 49th consecutive year as America’s best-selling truck, surpassing 800,000 sales in 2025, the temptation is to look at the scoreboard. But at Ford, the focus is on the relentless, often difficult process of purposeful innovation that got us here and will keep us delivering for customers for years to come.
More than just assembling trucks, we are solving problems that our customers don't always know how to articulate. Staying one step ahead of customers is what has kept us one step ahead of the competition.
The "Why" Behind the Machine
When we talk about the new F-150 Lobo, many customers will quickly point out the lowered suspension or 5.0L V8 engine. It’s about listening to the subculture of owners who see their truck as a canvas for street performance rather than just a tool for the worksite. It’s about recognizing that capability has more than one definition.
The same is true for our journey into electrification. We launched the F-150 Lightning and we listened. We heard what worked and, more importantly, we heard where the hurdles remained, especially for those who tow heavy loads over long distances.
That’s why we are developing the next-generation F-150 Lightning Extended Range Electric Vehicle (EREV), which will offer nearly instant power of an electric powertrain and the freedom of a generator-backed estimated range of more than 700 miles.
