![]() The automaker can limit the F-150 Lighting allocation, the number of units it delivers to those dealers, if they mark them up too much. An F-150 Lightning Forum user found a unit marked up by $69,000 at Gary Smith Ford in Fort Walton Beach, Florida:Īs you can see, this markup doubles the price of the F150 Lightning electric pickup.Įarlier this year, Ford warned dealers about engaging in these practices, but the automaker has limited power when it comes to controlling dealership price. Perhaps, but we’ve seen tons of others like this so it was certainly believable:īut now we’ve seen a listing that beats that record. Update: Ford says that it was a printing error. We previously tracked some of those premiums and saw some as high as $30,000. Some Ford dealers have been taking advantage of that demand by charging extremely high “market adjustment” prices on top of the manufacturer’s suggested retail price. With Ford reportedly planning to produce only about 40,000 units this year before ramping up production to 150,000 units next year, there’s a lot more demand for the F-150 Lightning than what Ford can deliver in the near future. ![]() One of them was spotted doubling the price of the electric pickup by adding a $69,000 markup.Īs we previously reported, Ford has about 200,000 reservations for the electric pickup truck, and its dealers are currently trying to convert those reservations into orders. The new Ford F-150 Lightning price might seem high, but it’s only gotten this high because Ford has good cause to believe people will buy it anyway.Ford has started to deliver the F-150 Lightning electric pickup truck, but some dealers are taking advantage of the demand. As an NPR article helpfully analyzed, inflation is caused by many things - and at the root of it all is our unwavering demand for goods regardless of what they cost. The underlying reason doesn’t really matter as long as the consumer still buys the product. Some might thus perceive that Ford, seeing that dealerships are able to throw massive markups on the Lightning, felt the vehicle had been underpriced. government says it does not account for all of the inflation and that corporations are using inflation as a cover for price gouging. Though it’s true that the cost of producing goods has risen, the U.S. The Ford Lightning’s price range is simply so wide that $5,000 could just seem like a drop in the bucket for those who can actually afford one.įord claims the price increase is a response to market factors, supply-chain limitations, and rising material costs. After all, the base model is still $7,500 more affordable than the next trim level and over $39,000 less than the Platinum. With this additional context, a $5,000 hike might not seem like much. The other models cost the same as they have since August: the XLT starts at $66,014 and goes up to $82,869 with the extended range battery the Lariat starts at $76,369 and the top-end Platinum at $97,819. ![]() While previous price changes affected every trim level, the most recent affects only the base trim. This latest adjustment is different than those that came before, though. Ford has assured customers who are waiting for delivery that their price was locked in and will not be affected by the new one. The F-150 Lightning now costs $58,514 for its base model, a near-$5,000 hike compared to the previous adjustment made in August, and approaching $20,000 more than the price that was promised in mid-2021. Ford raised the price before the official launch - then raised it again, and again, and then one more time after reopening order banks.īudget Friendly: Find a vehicle under $20,000 ![]() Now, with the power of hindsight, it’s a downright bargain. When the Ford F-150 Lightning was first announced in May 2021, its starting MSRP of $39,974 seemed like a pretty good deal. ![]()
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