The move comes as a response to the Trump administration’s waning support for electrification and a weakening consumer market.

The automaker is ending production of its electric pickup while planning a series-hybrid F-150 and a new low-cost EV platform. “The company is shifting to higher-return opportunities,” Ford says.

Ford says it is "following the customer" in discontinuing its large electric pickup, which was well-received but never profitable. Ford will keep the Lightning name alive as a plug-in hybrid.

Ford has announced it expects to take significant hits to its profits due to plans to end several electric car projects, resulting in billions in losses. The car giant revealed this week the impact would be around $19.

Much of that sum reflects expenses related to canceling fully electric models that had been years in the making.

Ford has announced that it is introducing “calibration updates designed to improve on-road fuel economy for owners of the 2013 Ford C-Max Hybrid, 2013 Ford Fusion Hybrid and 2013 Lincoln MKZ Hybrid.” We can speculate that these changes are at least due ...

But here's the rub: conventional hybrids aren't the precise solution, either. The PowerBoost hybrid delivers a combined EPA fuel economy of 23 miles per gallon. That's better than the combined 19 MPG of the conventional V-6, and you get superior power, but your fueling costs are still comparatively higher than running fully electric.

The discontinuation comes just three years after launch, though it does mean that something even better is on the way.

US automaker Ford on Monday announced plans to enter the battery storage market to contribute to the rising demand from data centers and grid infrastructure. The company plans to use its EV battery manufacturing capacity in the country for large-scale energy storage systems to power data centers.