Ford Shifts EV Plans, Will Build More Super Duty Pickups in Canada

by Carl Malek | July 18, 2024

Ford’s shifting EV plans cause it to pivot once again with the company confirming that a plant in Canada originally earmarked for Electric vehicles will instead amplify Super Duty pickup production as Ford renews focus on highly profitable model names.

Ford confirmed that it will be adding Super Duty production at its Oakville Assembly plant in Canada which was originally supposed to make EVs.

Ford is in the process of increasing electrification in its lineup but the company confirmed that shifting market conditions for electric vehicles have forced it to change more aspects of its broader plan. This time, the company has reassigned a plant that was originally reserved for EV production, with the Canadian facility now being tasked with helping the firm expand Super Duty production.

The move comes as slowing growth in the EV segment is forcing Ford and other automakers to revise their plans and focus on not only adding more hybrid vehicles into their lineups but also make moves to redistribute production capacity to help boost profits from lucrative vehicles like pickups and SUVs with these vehicles making up a large slice of automotive sales.

Oakville plant was already in Ford’s crosshairs

Oakville’s role in Ford’s EV revolution was already in question when Ford delayed the vehicles that were supposed to be built there back in April.

Ford’s Oakville Assembly plant in Canada was originally slated to be a key cog in boosting Ford’s production of EV vehicles. However, signs of Ford potentially changing these plans first appeared back in April when the company delayed the launch of its three-row electric vehicles from 2025 to 2027 citing slowing demand for EVs. These vehicles were supposed to be built at Oakville and would have helped make Canada a key part of Ford’s broader EV-related ambitions.

Ford revealed that it’s still committed to these EVs and that the current timeline is still on track but stopped short of revealing where these vehicles would be built now that the Oakville facility is off the table. One potential possibility is that the EVs will be built in a facility in the United States which would help Ford streamline its production processes while also eliminating some of the unique headaches that would have been created with shipping these vehicles across the border.

Super Duty production will get boost

This shift in production is latest sign of Ford refocusing on hybrids and profitable models due to sluggish growth in the EV segment.

Instead of producing EVs, the Oakville plant will help expand production of Super Duty pickups with the company confirming that the facility can produce 100,000 extra trucks. These additional trucks will bulk up the amount of trucks that the company already builds at its plants in Kentucky and Ohio with the Oakville plant also using what Ford calls “future multi-energy technology” though the company stopped short of exactly explaining what that technology consists of.

“Super Duty is a vital tool for businesses and people around the world and, even with our Kentucky Truck Plant and Ohio Assembly Plant running flat out, we can’t meet the demand,” Ford CEO Jim Farley said in a statement. “At the same time, we look forward to introducing three-row electric utility vehicles.” Ford will invest $3 billion into expanding Super Duty production with an additional $2.3 billion being needed to prepare the Oakville plant for Super Duty production. Some of these preparations include installing new assembly equipment and upgraded stamping machines as well as other components that are needed to make the Super Duty’s arrival at the plant as seamless as possible.

In addition to this boost in Super Duty production, Ford is also expanding the production of hybrid vehicles to win over even more customers especially those that are not ready to make the switch to a fully electric vehicle. The company intends to quadruple hybrid production over the next few years but it remains to be seen what models will be a part of this renewed push.