Yea, the business case may be tough, but that doesn't mean that Large Retail Oriented EVs Aren't Viable. The solution for Ford is to get the price of those large EVs down so that retail customers don't have to pay any premium. My 2022 F-150 Lightning was priced around $40k. An equivalent 2025 model is closer to $50k. There's no reason that improved production processes and supply chain management combined with the declining prices for lithium ion batteries can't make the $40k price point a reality again. Ford's skunkworks has already been workin' on this.
An engineering magazine mentioned this:
Hey Jimbo, new EV models - from Universal EV Platform and otherwise - can't come soon enough. That article tells us what we already know: Ford's U.S. EV product lineup has been stagnant since 2022
Ford's own slice of the EV market has declined rapidly since 2022 as well - going from 28.42 percent in Q2 of that year to 13.48 percent in the same period this year - largely because of the fact that it only sells three such models in the U.S. at the moment, and they're all first-generation products that aren't slated to be updated anytime soon.
The front would work really well on the supposed truck Kia wants to bring here. It has that wide, muscular and assertive look to it. Much better than their overseas truck which is a WTF design.