The rise and fall

Currently Playing: The rise and fall of the Ford F150 Lightning

► Download the free ebook on why businesses win and lose: https://girdley.com/whytheywin The rise and fall of the Ford F-150 Lightning is one of the most important stories in modern auto and EV history. In 2021, over 200,000 people reserved Ford’s first electric pickup, signaling what looked like a massive shift in truck buying behavior. Just a few years later, Ford quietly pulled the plug, taking a $19.5 billion writedown and admitting the math never worked. Looking to become a channel member to support our production and receive exclusive content? Sign up here: https://www.youtube.com/channel/UC-mfn4ibOC5ewLcpmgl0C4g/join Get the 2-minute cheat sheet for this video → https://girdley.com/youtube 👇 SUBSCRIBE for more business breakdowns https://www.youtube.com/@Michael-Girdley?sub_confirmation=1 Get my free guide → Why Great Businesses Fail: 10 Multi-Million Dollar Mistakes To Avoid: https://links.girdley.com/10fails-yt ------------------------------------------------------------------ ► For sponsorships or inquiries please reach out to: Contact@girdley.com ► Get my weekly letter to business owners: essential insights to run, grow, and stay ahead in your business → https://links.girdley.com/newsletter-yt ► Free events on all things small business: https://links.girdley.com/lectures-yt ► Deep dives on businesses for sale: https://www.youtube.com/@AcquisitionsAnonymousPodcast ► Follow me on Twitter/X: https://x.com/girdley ------------------------------------------------------------------ In this video, I break down how hype, Tesla pressure, rising battery costs, dealer markups, and real-world truck physics collided. From skyrocketing prices and collapsing resale values to brutal towing range and cold-weather failures, the Ford Lightning exposed a hard truth about electric trucks that Wall Street — and Ford — didn’t want to hear. This isn’t just about Ford. It’s about revealed consumer preference, EV economics, and why hybrid trucks are now outselling full EV pickups by massive margins. If you want to understand what actually went wrong — and what comes next for electric trucks — this is the full story. Subscribe for more deep-dive breakdowns on business, investing, and the real economics behind big headlines.