Ford is pouring tens of billions of dollars into electric vehicles, betting big on a future that’s already here, but so far, the returns aren’t looking great. While the EV market overall continues to grow, Ford’s own electric sales are moving in the opposite direction. If the Dearborn automaker wants to close the gap with rivals like GM and Hyundai-Kia, let alone take a swing at Tesla’s lead, it needs to figure out how to boost local EV sales, and quickly.

A look at Ford’s most recent sales results does not paint a pretty picture for the automaker. In April, Ford managed to sell 4,859 EVs across the country. This represents a massive 39.4% decline from the 8,014 units it sold in April last year. Ford’s total EV sales for the first four months of 2025 are also down 2.9% from last year, with 27,409 units finding new homes. And that’s with Ford extending its popular Employee Pricing discounts for all.

Read: Ford Chief Says China Leads US By 10 Years In EV Batteries, Needs Their IP

A dramatic drop in demand for the Mustang Mach-E is the main reason why Ford’s sales collapsed last month. In April, 2,927 Mustang Mach-Es were sold, representing a 40.2% decline from the 4,893 sold in April 2024. Interestingly, sales are up by 0.4% year to date with 14,534 sales.

Sales of the F-150 Lightning have also dropped. In April 2024, Ford shifted 2,090 units, but this year, just 1,740. Year-to-date sales are also down 9.2% to 8,927. The E-Transits also had a very bad month with just 192 sales, a plunge of 81.5%.

Unlike its EVs, Ford’s hybrids are actually gaining ground. In April, the company sold 23,331 hybrid models, a 29.6% increase over the previous year. Year-to-date, hybrid sales are up 31.9%, with 74,404 units sold so far in 2025.

Outside of EVs, things are looking good for Ford. In April, the company’s total vehicle sales rose 16.2% compared to the same month in 2024, reaching 208,675 units versus 179,588 last year.

With the exception of EVs, Ford’s overall sales are up through the first four months of the year, despite the turmoil that the whole industry is facing since the introduction of Trump’s tariffs. Year-to-date, Ford has sold 709,966 vehicles in the US, or 3.2% more than the 687,671 it delivered in 2024.

Sales and marketing strategies tend to follow similar paths, especially when it comes to products that compete in the same space. Let’s face it, in today’s world, creating a brave ad that grabs attention without annoying someone is practically a lost cause. So, most companies stick to what works by playing it safe with formulas that won’t ruffle too many feathers.

But every so often, one company will mimic another so closely that it’s hard not to notice. That’s exactly what appears to be going on with Tesla , which seems to be quietly rebranding the image of its Cybertruck in a way that’s undeniably familiar.

When the Cybertruck first debuted, it was all about looking like it came from the future. Tesla marketed it as though it were built for Mars. Even the press photos of it showed it off on barren landscapes as if it had survived some apocalypse.

More: Cheapest Cybertruck Ever Offers 350 Miles But Not The $40K Price We Were Promised

Now, though, those futuristic images are no longer the star of the Cybertruck’s sales page. Instead, you’ll find the slab-sided truck in more mundane, everyday scenarios…the same kind of scenes, and even some of the same props, that Ford uses to market the F-150.

Take, for example, the hero image Tesla currently uses for the Cybertruck. It’s towing an Airstream trailer. That looks almost identical, save for the actual scenery in the background, to an image Ford uses with an F-150 towing a camper.

Then, there’s a photo looking down into the bed of the Cybertruck where it holds some fence fabric and other building materials. Don’t be too shocked, but Ford has an F-150 ad with the same type of fence fabric and building materials.

None of this situation, first reported by Business Insider, should be all that shocking or damning. After all, no one bats an eye when sports car companies showcase their models on race tracks, or when crossover ads feature a family cruising through the city.

The nature of automotive advertising requires some similarity across the space. Still, the images are almost too on the nose in this case not to notice. It highlights a change in the way that Tesla approaches Cybertruck sales, too.

The Real Shift

Ultimately, the reality is that to sell anywhere near the number of trucks that Ford does, the Cybertruck will need to appeal to traditional truck buyers. Right now, it’s done a solid job of appealing to Tesla lovers and to those who want something more novel than an everyday pickup. That’s why it was the best-selling EV truck in 2024.

That time could be coming to an end, though. We’ve already covered how Tesla is heavily discounting the truck to increase sales. It’s also reportedly slowing production and moving workers to the Model Y line. Only time will tell if Tesla can capture a bigger piece of the truck market than it currently has. 

FORD VS TESLA MATERIAL

Remember the outcry from enthusiasts when Ford unveiled the Mach-E in November 2019? They were worried Ford wanted to replace the iconic pony car with an EV but the automaker assured them that wasn’t going to happen. Five and half years later, however, fresh data from Ford shows it’s now the Mach-E that’s the sales winner and the gas-powered car that’s the niche proposition. Are we looking at the end of the road for the ‘real’ Mustang?

Ford’s registration figures reveal Mach-E sales grew 21 percent in Q1 2025 versus Q1 2024, the total number of deliveries jumping from 9,589 to 11,607, no doubt helped by incentives and the threat of federal tax credits going away. Still, that’s a healthy gain. While that was happening sales of the classic Mustang slid by 31.6 percent, dropping from 13,707 to 9,377. That means the Mustang EV is now more popular than the gas car, and by a wide margin.

Related: Ford Mach-E Sales 62% Up This Year, Mustang Keeps Losing To Itself

So modern electric vehicles good, retro-style gas cars bad, right? It’s not quite that simple, because sales of Ford’s F-150 Lightning EV dropped 7.2 percent in Q1 to 7,187 units, and Bronco registrations blew up by 35.4 percent to 32,595 units. The Bronco is now almost as popular as the more affordable Bronco Sport (33,363; up 5.7 percent) and Escape (37,357; up 2.1 percent).

Ford’s (combustion) F-series trucks also increased their sales by a whopping 24.5 percent to 190,389, helping Ford truck deliveries boom by 15 percent. But that wasn’t enough to prevent total sales of Ford-branded vehicles dropping 1.2 percent to 477,560 in the first quarter. Lincoln sales, by the way, dropped 4.7 percent to 23,731.

It’s said that the definition of madness is doing the same thing over and again and hoping for a different result. And it’s looking like Ford’s new-for-’24 Mustang didn’t really offer anything meaningfully new to help keep interest high. Sure, the $325k GTD is entering new territory, but the regular models didn’t.

Which isn’t to say they’re bad cars. We just drove a Mustang GT and found it great fun. But the sales figures prove buyers are looking elsewhere for their kicks at a time when the Mustang has almost no direct opposition, its Dodge (ICE) and Chevy rivals having both been axed.

What do you think is the answer to Ford’s Mustang sales crisis? Is it more power for the base cars, more frugal engines, a four-door coupe or maybe a lifted crossover body? Or should Ford have retired the Mustang at its 50th birthday and focused exclusively on improving the Mach-E and extending its family?

Ford sales Q1 2024 vs Q1 2025

While the Tesla Cybertruck seems to be a regular target for ridicule, one example was recently able to tow out a Ford F-150 that got stuck in the snow somewhere in Canada. Although there’s a chance that the whole thing was staged, the clip does show that with a good set of rubber, the truck can put all of its electric power to good use.

Watch: Cybertruck Stuck On Ping Pong Mode In Flowing River

These videos, shared on the Cybertruck Owners Club forum, were filmed by a group of friends who were out enjoying some snow-filled fun in both the Tesla and a Ford F-150. For reasons that are still unclear, the driver of the F-150 seemed to intentionally reverse into a snowbank just off the side of the road—promptly getting stuck, of course. Classic move.

Now, we could all roll our eyes and assume this whole thing was set up—perhaps the F-150 was driven into the snow just for the Tesla to save the day. But regardless of the setup, the video shows one thing: the Cybertruck can actually get things done when it’s not stuck itself.

Driving on snow can be difficult for any road-going vehicle, but this Cybertruck appears to have been aided by the fact that it rocks a set of Goodyear Wrangler Duratrac tires, providing it with better traction than the standard rubber. We’re not sure if it’s a dual-motor AWD version or a tri-motor Cyberbeast, but it apparently had more than enough power to pull out the Ford with ease.

Watch: The Cybertruck Might Be Defeated By Sand, But It Can Rock Crawl

Despite the occasional viral mishap, the Cybertruck’s electric motors and advanced electronics can be helpful in certain off-roading situations. For example, the Tesla has no trouble storming through some of the most difficult and famous rock-crawling areas in the United States, including ‘Hell’s Revenge’ and the ‘Hot Tub’ in Moab, Utah.  

Last month, Ford began rolling out an over-the-air software update to F-150 Lightning owners across the United States. While the update introduces only a few changes, one of the most notable is an improvement in DC fast charging times, something that’s bound to be welcomed by owners across the country.

Before the update, F-150 Lightning models with the standard 98 kWh battery could theoretically charge from 15-80% in about 32 minutes, while the larger 131 kWh pack took around 38 minutes for the same. Ford’s release notes for the OTA update don’t give specifics on the exact improvements, only mentioning that the “charging rate at DC fast chargers” has been increased. Thankfully, an owner has given us a clearer picture of just how much faster it charges.

Read: Ford’s Experiment In EV Distribution Hubs Is Over

The owner behind the YouTube channel State of Charge has a 2022 Ford F-150 Lighting Lariat with the 131 kWh Extended Range battery. Originally, it typically took him 44-45 minutes to charge from 10-80%. After the latest software update, the F-150 Lightning immediately pulled 500 Amps when connected to the EVgo fast charger, charging at 180 kW.

The truck now charges from 10-80% in 39 minutes and 43 seconds, shaving off 4-6 minutes compared to before. While it’s not a massive time savings, every bit counts and will certainly make charging more convenient for owners.

More Than Just Speed: Some Bug Fixes

Along with the charging improvements, Ford has also addressed a few pesky bugs. They’ve managed to eliminate some annoying false warnings on the instrument panel. Additionally, the software for the electronic parking brake has been tweaked for “more consistent performance.” While that might sound like a minor fix, let’s face it—anything that works better in an electric vehicle is a win, even if it’s just the parking brake.

Carscoops has reached out to Ford regarding the software update, seeking additional information, and will update this post when we hear back.