In an A.C. generator, the current reverses due to changes in magnetic flux as the coil rotates, which alters the time derivative of the magnetic field. The Lorentz force explains this reversal, as the velocity of conductors moving through the magnetic field changes direction. Lenz's law further clarifies that induced current opposes changes in magnetic flux, dictating the current's direction. As the coil rotates, the current must reverse to maintain compliance with Lenz's law, ensuring that the current in the conductors aligns with the changing magnetic field. This interplay of magnetic flux and current direction is fundamental to the operation of A.C. generators.