Ford delays the launch of a new electric truck and van model to 2028 as it plays small ball

Ford Motor (NYSE:F) confirmed that it is delaying the launch of two next-generation electric vehicles. A full-size electric pickup truck aimed as the successor to the F-150 Lightning and the next E-Transit van will not be made until 2028.

The delay is due to its new focus on developing smaller, more affordable electric vehicles, reacting to increased competition and a slowdown in U.S. demand for large, high-priced EVs. Notably, Ford (NYSE:F) has struggled to make the current electric vehicle lineup profitable, with losses exceeding $1 billion in the last reported quarter and a projected $5.5 billion annual loss for its EV division in 2025,

The models have seen their production timeline pushed back multiple times already.

Looking ahead, Ford (F) thinks its strategic pivot can help it deliver products that better match consumer demand and improve the profitability and competitiveness of its electric vehicle lineup.

Shares of Ford (F) edged 0.4% higher in premarket trading. The auto stock is up close to 14% on a year-to-date basis.