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.