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

by Fred Lambert

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.

Amongst many other things, one great underappreciated thing that Tesla did was put the auto dealer model into perspective.

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.

It’s something that is amplified by automakers using the dealership model also adopting a reservation process when launching a new electric vehicle.

And it’s even more amplified when the new electric vehicle in question is as popular as the Ford F-150 Lightning.

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.

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.