Ford dealers marking up F-150 Lightning by $30K due to strong demand

Ford dealers are taking advantage of strong demand for F-150 Lightning, marking it up by $30,000

Electrek.co by Fred Lambert

[{"selector":"#anim-8408af76-1762-473f-bd09-3c22b7a91826","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Many Ford dealers are taking advantage of the strong demand for F-150 Lightning electric pickup truck and marking it up by as much as $30,000.

[{"selector":"#anim-e009eff4-1e22-4fdf-ac91-03dc78acf559","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Amongst many other things, one great underappreciated thing that Tesla did was put the auto dealer model into perspective.

[{"selector":"#anim-e0da923c-45c3-4329-8cdb-61e772e66ce1","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Tesla’s direct-to-consumer approach is not perfect, but it showed that there’s a major issue with having widely different prices between different dealerships for the same vehicle.

[{"selector":"#anim-8f919c50-1f0c-4eed-8470-8f20deb8f02c","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] It’s something that is amplified by automakers using the dealership model also adopting a reservation process when launching a new electric vehicle.

[{"selector":"#anim-970551e4-39b9-4805-ac62-2c9fd51a6746","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] And it’s even more amplified when the new electric vehicle in question is as popular as the Ford F-150 Lightning.

[{"selector":"#anim-a8ba1960-5c00-417d-9811-2c3b3cedc124","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] As we previously reported, Ford has about 200,000 reservations for the electric pickup truck and its dealers are currently trying to convert them into orders.

[{"selector":"#anim-a43ec6a9-3214-4f1d-8873-ef7ecc4c8d0d","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] With Ford reportedly planning to produce only 15,000 Lightning trucks in 2022, 55,000 in 2023, and 80,000 in 2024, it is going to be hard to secure a unit within the next few years – even with a reservation.

[{"selector":"#anim-cfa50ade-eb69-40fc-aad2-2d93ced0f732","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Several reservation holders are reporting that their local Ford dealerships are asking for significant markups on top of the Manufacturer Suggested Retail Price (MSRP) to secure an order.

[{"selector":"#anim-44cd9ff0-5307-4a96-be4a-ed44f10aa60e","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Learn more about dealers marking up the price of Ford's new F-150 Lightning electric pickup truck, how Redditors have created a useful tool to track dealerships , and read Electrek's take at Electrek.co.