The F-150 Lightnings are NOT Selling!
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- Опубликовано: 30 июл 2024
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The F-150 Lightning is currently not selling very well. This has ultimately led to Ford Motor Company reducing the price by up to $10,000! So let's start at the first quarter of 2023. Ford built 4,291 Lightnings in the First Quarter of 2023 (that’s 17,000 trucks per year). Now let's take a look at what's going on right now. If you go to Ford.com and go to the build in price of the Lightning, it tells you that if you order the vehicle right now, you can have it in 3 months. But not too long ago they were saying they were sold out for 3 years. But reservations dont equal sales. So why do we think the F150 lightning has fallen off in sales? It's definitely not the truck because we think that this truck is absolutely AMAZING. We think it is a mixture of interest rates and the pricing. Mitchells Lightning had an MSRP of 80,094. Really it was $78,299 before D&D. Then the prices went all the way to $86,499. That is more than a $7,500 tax credit! So a total of $15,700 swing for the exact same vehicle.
Because of this, Effective July 17, 2023, Ford is changing the MSRP of these vehicles.
Lariat ER now starts at $77,495. After you factor Max trailer tow Package, pricing is nearly back to where it started! This example of lightning is now $16k cheaper than it was yesterday.
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0:00 Intro
0:25 Backstory
2:48 What Do We Think?
5:40 Pricing Now
7:40 Outro
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I can think of 100,000 reasons why Lightning wasn’t selling.
Meanwhile Dealers are taking F150 Coyote powered trucks, adding a whipple bigger wheels and side exit, selling them as "Lightnings"
I can think of just 1. The dealers charging around $100,000 to take one home.
@@mylesgray3470you missed the joke
Love the Lightning, but $100K for an F150 (or any truck for that matter) is laughable at best. Ford, Chevy and Jeep/Ram are working class vehicles not luxury brands.
Plus tax
Three reasons. 1. towing range. 2. cold weather range. 3. People can't afford to spend $80k on a vehicle. A lot of people who did are now getting them repossessed. Knocking the price from $90k to $80k isn't going to help when most people struggle with $50k for a vehicle.
The Lightning battery has the energy density of about 5 gallons of gasoline.
Not to mention about the time they get it paid off (if it last that long) it’s going to need a $30,000 battery.
@@musseda999 yea. But gas trucks are less than 20% efficiency rating at capturing that energy in the gasoline. The rest of the energy is lost to friction and heat dissipation. While an EV is 95% efficient.
@@davefroman4700 By straight up energy, they have 2.7 and 3.8 gallons of gasoline. My guess is that the 5 was his adjusting for efficiency.
@@roddycreswell8613the 8 year/100,000 mile battery warranty really isn’t giving me warm fuzzies. 100,000? Really? How about 10/200,000?
I reserved a lightning the first week it was available in 2021. After Ford jacked the price to the moon, I was promised my reserved price would be honored. Yeah, two years later, I was told to shove off and got my hundred bucks back. It was a Horrendous experience that left an extremely sour taste in my mouth. Even now, sneaking in those 2k delivery fees is still slimy. These trucks are still too expensive.
I missed the first round of lightning; I was buying a house and couldn't get a care at the time. now they just prices stupidly high.
I’m glad you didn’t get your Lightning my man. Ford shot themselves in the foot thinking they were going to be bigger than Tesla…
@@soldier09r Thanks much; you're 100% right. The range on it could be better vs. the competition too. Watching the truck market (especially Ford) now reinforces the decision to wait.
@@BigBossIvan definitely! The tech is only getting better AND the market for vehicles is going under I believe . You’re going to make out great my man.
Not to push their brand, but that’s one thing I like about the Tesla sales model. You pay the price you see and ZERO sleazy dealerships and salespeople trying to waste your time as they try sneaking in last minute hidden fees/markups, etc.
It was thoughtless effort by FoMoCo. I reserved a Lightning on launch day, only to be kicked to the curb by dealer allocation and a system that let dealerships put several people into priority slots. I really wanted the truck, so I gritted my teeth and waited. Then came the price increases, so that I was faced with that 16k swing when I finally got the privilege to give that extra cash to FoMoCo. I declined, and have a Hyundai Ioniq 5 in the driveway and $40k in the bank. I'm sure I would have loved the Lightning, but FoMoCo ensured that I will never know. So much so that I didn't even consider the Mustang Mach E, a vehicle similar in size and performance to my Ioniq. Lost my business...
Same story here.
Same story here.
Me two exactly. Not sure I will ever buy ford
The Ioniq 5 is such a cool looking car. It’s nice to see something that looks like the 80s futuristic designs 40 years later. Screw the lighting.
Check out Alpha Motor Company. They’re releasing their truck to the market by 2025 with price around 40K
Bro, they are around $100k! It's not worth it for an electric vehicle.
Stealership
Some electric vehicles most assuredly are worth it, but probably not this one, so I agree on that front. Then again, worth is in the eye of the beholder and what is worth it or not to you is probably not the same as someone else.
@@spencer476 No matter what a Ford truck of any type that's $100k isn't going to be used for anything other than light work and basic homeowner runs to get plants. King Ranch owners arent taking their shiny $110k+ rigs and running them through groves and farms, well the Ranch owners are, but thats why they can afford the King Ranch or Platinum.
@@NXT_LVL - If you own a Ranch, or just need to haul heavy loads over long distances, the Lightning is not the right truck for you. However, if you don’t need to do that, and I would argue the vast majority of truck owners in the US do not, then the Lightning MIGHT make sense. Again, it is all based on your use case. The problem is that many folks end up with far more truck than they actually need. And, frankly, if that is what someone wants to do, more power to them (no pun intended). But that does not mean the Lightning is a poor product. It is just not the right tool for some jobs. And that is why manufacturers all make Rangers, and Colorados and Mavericks and Ridgelines. Different use cases.
Hopefully this continues with the regular 150s so they go back to what they were two years ago.
Probably not but that would be nice
2 years ago? Let’s try 4 years ago! Back then if u didn’t walk out with a fully equipped XLT for at least 7k off MSRP then u got ripped off. The good ole days.
@@CODLC101 lol Id say closer to 30 years ago. The diesel tow rig my grandfather had for the citrus grove is a 97 F350 manual with the 7.3L still has the original clutch at well over 285k. Back when truck owners used the for trucks 4-7 days a week, not to get groceries and haul the kids to school because you're too embarrassed to get a Minivan or crossover.
I remember when you could buy an F150 for $12k under MSRP all day long. MSRP was always a bad deal on them, but $12k under was fine.
@@crazynova23yup... picked up my '17 F150 5.0 xlt for 10k off msrp in Oct of '17. Dealer threw in a bunch of extra goodies also because the 18s were rolling in.
These crazy prices are on purpose. Within a year people will act like sheep and be happy to pay msrp.
I put in for a reservation on a Lighting as soon as they first opened back in May (?) of '21. Waited almost a year until I received an email from Ford to contact my dealer to place the order. Called the dealer and spoke to a sales rep for the Lightings. When we started talking about prices and that's when all the hemming and hawing started. They were going to slap on a "market adjustment" addendum on the price of somewhere between $10K to $20k. I got so frustrated with the whole process and the greed of the dealer that I cancelled my reservation and lost interest in owning an EV truck. I'm sure many other potential buyers went through the same thing. Anyway that is my story.
100k for a light duty pickup, regardless of powertrain, is absolutely insane
It’s a fake truck too
Greedy dealers are the reason they’re not selling. Take $10k off MSRP like the old days, and they’ll sell.
I hate dealers, but don't blame them for the high MSRP. That is primarily on Ford Motor Co.
No they won’t lol
They’re starting to pop up around here after dealers stopped charging 30k over 😂.
Speaking of dealers, another thing that turned me off was that there was no way to “order” a lightning for real. When you use the online build configurator, the only thing it did was refer you to dealerships (you’re back to square one with varied pricing, having to see them in person, haggling, dealer add ons, sitting in showroom floor hell, being pressured). Even the reservations were referred to dealers who had free reign to modify what you ordered before you got it (was in the agreement). It wasn’t like ordering a laptop where you pick exactly what you wanted, and that’s precisely what you got.
Not sure if their new ford-e system at the beginning of 2024 is supposed to be like this (direct to consumer for real) or more dealer routing.
Can't wait until they are forced to follow Model e rules and use set pricing.
Dropping the price to 50 K is still too high for a vehicle most don’t want.
let get it down to the price as the Nissan Altimas and it will sell
Yeah it’s a really tough sell - road trips in a V6/v8 truck are awesome, but nonsensical in EV.
Actually, it is a very popular vehicle. Don’t assume that because you don’t want it, significant numbers of other people don’t. Are gas/diesels going to outsell EV trucks anytime soon? No. But does it meet many people’s needs and wants? Absolutely.
@@spencer476 if it was so popular they wouldn’t be cutting the price to sell it.
Especially since it was supposed to start at 39k
I had my reservation in and wanted the base work truck that started at $39k. Once the 2nd year came around along with the price increase I had to cancel because of the new price. I cannot afford the higher trim level so I will keep my high miles 2015 platinum 5.0
Same
You was rich in 2015
{hand raised} I ordered & took delivery of my Lightning lariat SR with max tow pkg in January. I wanted the ER but wanted to qualify for the $7500 so I did what I had to do. I contacted my dealer here in NJ to see what my options are for a new order & trade in. Maybe things will work out & I can trade mine in, maybe not either way I’m in love with this truck-even the SR I only charge it at home 1x a week maybe 1x every 2 weeks if I only go to work & come home & don’t drive that much. Im happy Ford did this I hope more people get to experience how great this truck is
As a Tesla owner. I was excited to test drive one of these trucks. It actually drove very well and I was impressed with it ready to put down a deposit. Then the dealer told me that the $70,000 lighting X LT truck would have a $30,000 dealer markup on it. I walked away.
I stopped reading after "as a tesla owner"
@@airdaff4973how do you know someone drives a Tesla? Don’t worry they will tell you
You're into tech not cars
I’d walk away too usually why I won’t consider “cool” ford cars
70k? The truck is not worth more than 35k
Mitchell, I can tell you 100% you are right. No one has $100k for a 1/2 ton truck period!!! The price on new vehicles are out of control, I bought my Bronco last year (and love it) at MSRP, but the dealer was ready to add $15k to it if I didn't buy it. I still own a 2016 F-150 Platinum as well and there is no way I could buy that same vehicle today. Cost is up almost $35k from 2016 and no one can tell me that parts have gone up that much! The F-150 Lighting is way over priced and not possible for most to own, it's more of a luxury vehicle than anything at $80K. Towing sucks for range unless your going local somewhere, now here in California, yeah lots of places to charge, but what happens when your in mid America? Now Ford did the smart thing and teamed with Tesla for charging stations, but even with that they are still not available enough in most places. $10k off that still not enough to convince people or at least this person EV's are the way to go!!
I literally just got done writing a post about this. Sticker prices are up like 23.5% since 2017 apples for apples. Actual out the door prices are up like 70% since 2017. I bought a 2017 F150 XLT 302A Supercrew 4x4 for $35k after Ford discount, Dealer Discount, and military discount on a $47k sticker. Now the same truck stickers for roughly $10k more and you are t getting a deal even though f150 inventory is abundant. Hell, a basic XL 4x4 is almost $50k. On top of that, these interest rates are f’in crazy. The only people buying trucks right now are idiots. As a cherry on top, quality control across all brands went in the shitter it seems like. Everyone rushed so hard to get vehicles on the lost after the pandemic, they skimped on quality. I wouldn’t but a current generation of anything regardless of the prices.
Ford needs to eliminate dealers to get rid of the BS that goes on amongst them. Dealerships should be for parts and service only. Here in Canada 2 years ago they had a new Shelby GT500 on the lot for $146,000 CAD. It’s crazy and no Mustang is worth anywhere near that price. The same dealer 10 years prior had a brand new Shelby GT500 on the lot for $58,000 CAD.
1000k plus truck payment is unrealistic or stupidity?
@@newfie-dean5803you do realize that this is all a scam? After a year or so of these ridiculous, inflated prices people will be BEGGING to pay msrp. That is a joke.
I bought my '17 in late 2017 with 10k off msrp. That dealer treated me just fine. This is all being pushed by FoMoCo... they WANT these insane prices so people will then get in line like sheep and pay msrp whish is STILL too high.
I was really wanting to buy the new bronco but due to price gouging I had to settle for the 90 sitting in my yard. Perhaps I'll find s decent blue used bronco later
As someone that had a reservation with in the first week and was super excited to get a lightning the whole price thing got out of hand real quick. I wanted a pro with the towing package at the time it was announced it would have been 45k for that truck. Not too much difference to an ICE truck and the tax credit and no gas seemed like a solid value. By the time I was able to finally order one, I could only order a Platinum or Lariat and the price had gone up twice. So I wanted that wave out hoping to get what I wanted in the next wave. Next wave comes and I can't order a pro at all now and have to get the XLT which was 65k add the towing package and now we were close to 72k. The truck I wanted went from 45k to 72k and Ford didn't really seem to give a damn. While I'm happy to see the price come down. I see the local dealer is now slashing prices on the ones they have on the lot 2k manufacture and 7k from the dealer. With the new prices I may think about it but I was really turned off by the whole thing from Ford and the lack of communication from them and the dealer. Odds are when my current lease is up, I will not be getting another Ford because of it.
The way ford nickle and dimes every single feature is a major turn off for me as a consumer especially when they also tie those nickles and dimes to trim levels and "packages" so you end up stuck with thousands of dollars of features you don't want.
You deserve all kinds of problems with your new ford if you buy one anyways after all the BS
There are 2440 Lightnings sitting on lots across the country. With Ford recently allowing us to search their site, I have my own search engine that can pull national inventory. Average lot age is 59 days!
Get a CT, put in your pre-order now. Superior EV pickup but you’ll have to wait the latest count is 1.9 million.
Dang, only 2,440 available in the whole country? You sure about that? That’s about 50/state. That is an extremely low inventory. Some dealerships may have that many ICE f-150’s on one car lot!
Yea, that 39k Lightning does not exist. I received an invite a few weeks ago. 49k before extended battery. Add 17k more. Enough said.
My girlfriend is the head electrical engineer, at the plant where they make the lightning! I also work for FoMoCo…I really think that FoMoCo shot themselves in the foot on this one! They areJust not feasible!!
Thermodynamics says ALL EV’s are stupid af
@@JV-tg2neif thermodynamics determine a vehicle’s stupid or not wouldn’t something that losses 60%+ of its energy in waste heat be considered unusable?
@@AmperageY You kinda proved the point didn't you? That a gallon of gas has enough potential energy to lose 60% in heat and still have way more stored energy for forward momentum than a LI battery?
What the legacy auto makers haven’t figured out is people don’t want EVs, they want Teslas and they just happen to be EVs.
@@MrSovrin not really that’s like saying smaller fuel efficient vehicles with smaller fuel tanks should not be a thing because we can carry so much more energy in a 36 Gallon tank.
And clearly that’s not correct smaller tanked more fuel efficient vehicles have their use and so do the incredibly efficient low energy density EVs.
That being said saying thermodynamics points at EVs being stupid is so wrong when that’s about their biggest advantage vs alternatives
If I remember correctly, when they announced this truck, the base lightning was $40k before the tax credit.
Yep, and if they still were I’d go buy one
I think the bad press related to the cold weather towing range has a lot to do with it as well.
I would buy one but the price is staggeringly ridiculous
I'm sure F-150 Lightning owners who took delivery right before the price drop are screaming bloody murder right now!
-Not really, it is a great truck for people that charge at home and drive mostly local. Very quiet, powerful and efficient. The 8-10k savings is not really a game changer, but helps people with the Pro or XLT. $40-50k buyers.
Those people are a small margin and for this truck to be a city dweller the Maverick or Ranger are more suitable. This thing missed all marks of what it intended to be.
Can you imagine driving a truck off the lot and a day, week, or months later they lower the price by $10,000. Ouch
@@jonmccormick8683. No desire
Initially, the Ford Dealers ruined Lightening sales by price gouging us out of confirmed reservations. Now, it’s high pricing, higher interest rates and Cybertruck reservations! Who’s Ford’s daddy? TESLA!
😂😂😂so true!!!!
I would have had an f150 Lightning if they honored pricing. 20K inflation was not going to happen. I cancelled. Wish them luck. Love the channel and info.
My dealer has 9 in stock. That's says a lot to me. I've read that EV's of all brands have hit a plateau. All brands, even Tesla have seen drastic sales drops even with tax incentives.
Yes 9 in stock is very telling, and I wonder how many days they've been sitting on the lot collecting dust. EV sales haven't hit a plateau, they've been going up every year, and especially Tesla. Tesla sold 466,000 cars in Q2 this year, which is more than last year. Tesla is murdering all other EV makers.
I think people just don't know the benefits of having an EV. If they did they'll be paying $10k over MSRP like they have been doing for regular ICE cars, and your dealer would not have any in stock.
Tesla hasn’t seen any sales drops with the exception of the Model S & X. Of course those are $100k vehicles and we have super high interest rates right now
The Tesla model Y is the best selling vehicle over the last two quarters on the planet the model 3 is the 7th.
Tesla are doing fine. They aren’t as stupid
I was ready to get a pro model when they first announced them and their prices but after 2 price hikes (I believe) it priced me out. It also appeared greedy and put a bad taste in my mouth for Ford. Would love to see them come down a little more honestly. If they do I would consider giving it a shot.
Get the Pro and then wait until someone wrecks their Lariat or Limited. Really any F150 interior/seats.
I think most reservation holders wanted a Pro or XLT, both of which have and still sell before they get to a lot. It's the $100k trims that aren't selling, which is understandable. As more lower trims get produced, I bet we see sales increase again.
I love my Pro ER!
I went to a dealer about 6 months ago and they had a Lightening with msrp of $85,000 and the dealer had it marked up $50,000
Wow
Up here in Canada, the XLT starts at $69,000 and $85,000 for the extended range. We don't get the work truck here. Thanks Ford.
Its just too much. $45,000 is the most I could put out on the new vehicle right now.
Not reduced enough.
I had a reservation for a lightning XLT SR, which when I reserved was around $50K. When it was time to order, it was around $65K. That $15K swing was a definite no go for me. Buying a $50K vehicle was already tough enough for me, but the price increase took me out of the market.
I agree, price was a major factor preventing most from buying Lightnings including myself. I went with the Powerboost hybrid instead and I'm really liking it and haven't had any issues to date. May consider a Lightning for my next truck, we'll see.
Thank God I did not accept the delivery two weeks ago. My reasoning was exactly like you said, interest rate high, price even for XLT was 68k and they couldn't get me state credit.
I'll put up with the terrible range (150 miles at interstate speeds) if they sell me a Pro for the 40k they started with. But yeah they dont want to sell the Pro to non fleet customers. This was bait and switch, that couldnt be the poor sales ? I cancelled my reservation after a year when the bait and switch on the Pro became clear.....
I agree the price of vehicles is absolutely insane. When they originally announced the Lighting I mock built the one I wanted for somewhere in the 60k range which I felt was very reasonable. Around me, any Lighting I’ve seen on a lot has been over 90k. For 90K I’ll but a diesel Super Duty and really be able to do some stuff with it. It’s a shame, I really like the Lighting and the concept behind it, they’re just not affordable for most of their intended customers.
A college friend of mine bought one in August . It was in the shop 4 times and it only had 200 miles on it . He dropped it off at the dealer for another repair and said “ I’ll be taking THAT new GAS f150 to Pittsburgh this weekend “. “ sorry sir that not possible “ OK then I’m starting a PA lemon law suite. Walked out with the keys . $90k for a truck you don’t trust to drive from Philly to Pittsburgh? I’d drive my 2001 f350 crewcab duallie there and it has 371K on it ! They let him trade it in & he bought the gas f150 . Now there’s a lighting that should really be a lemon for sale
It's because prices keep going up, and most can't invest into EVs yet. Most have range anxiety with their commutes or needs.
I tossed my reservation when they stopped selling the XLT that year and didn’t allow people to keep the order open for XLTs for the following year….then changed their minds. What’s kept me from re-ordering is realizing the Tourneo EV and Maverick hybrid existed (which comfortably fit in my garage, and are better city vehicles). Both of those Ford is being weird about selling them. I may still do the lightning in the future though (requires lead up time with a fat down payment).
I had a reservation for the F-150 Lightning Pro, the one that was originally going to have a base cost of around $39,000. When my turn came up to order, the lowest price of an actually available model turned out to be around $59,000. Additionally, the reviews for towing were bad, so I dropped my reservation and got my $100 back. I might mention that I had thought about putting in a reservation for the Tesla Cybertruck, but when I went online a couple of weeks after reservations started and I was going to be around 100,000th in line and I knew that Tesla was selling a distant future vehicle--I never even bothered getting a reservation.
I’m like 1.5 mil for cybertruck😭😭😭
I’m not sure if I missed you talking about the base model being sold out for the year but I feel that’s an important tidbit. That said I think price is always a factor and stuffs just too high for most folks. Plus the range is still too low for a truck. That all said I’m still considering buying an XLT version.
I actually test drove the Lightning Lariat with the lightning bolts on the sides and covered up tail lights, and after that, well yeah it was 91k! Like bro I won’t be able to afford the truck! Come on Ford! ;(
I enjoy your channel very much and trust your commentary. I live in Maine, we have temperature swings from 30 below zero to upper 90s. time after time we saw electric vehicles fall way short of their expected range. then another huge factor was the short towing distance before the vehicle needed to be charged again, and if your towing your boat to one of the of hundreds of lakes and ponds there are no charging stations . Ive had Ford trucks since high school, and Im in my 60s. I love my eco boost, and Im not changing
is it hard to find compatible chargers since the truck is not yet equipped with the NACS plug?
Yeah, I kind of feel a bit cheated now. I bought a 2023 F150 Lightning Lariat Extended Range (with Max Trailer package, spray-in bedliner, and vinyl floor mats) for which I spent $89,954 MSRP. When I reserved on May 22nd of 2021 the prices were much lower, but I wasn't lucky enough to get that "price lock". Still, I really had my mind set on getting it. I wish I could have gotten the amazing deals people can get now because it is the most amazing truck ever.
I think it has a lot to do with promised range by competitors, and rising prices. as much as I think the lighting is an amazing truck, the range is pretty poor in comparison to the new Silverado EV and what we think the cyber truck is going to be.
We took delivery on 7/1. Trust and believe a strongly worded letter to ford and the dealer regarding the 10k drop is in the works. Curious how you would suggest to recoup that. Dealer is pulling the work gave you off “7k card” but that was unknown at the time.
It’s BS. The car RIDES LIKE A DREAM! And the pickup is amazing. The bad? dC Charging stations aren’t as available on road trips in the rural areas. Calling Ford again today. Not going to let this get by. We are a base model pro; also the 59k to 49k sticker would get the state rebate of $2500 but currently it’s not eligible. (Over $50k).
Screwed all around. But love the no gas!!! Will see how it tows. 😂
@@rumbayly I have absolutly no idea how to navigate that at all. I think its absolutly horrible if ford doesn't do something to help with this. we're not talking an extra 2k off, or half a point on your car loan here.
No Silverado till 2025?
In Canada it's over 100,000 for a bare bones version. Regular people can't afford these, regardless of how cool they are. I bought a brand new F-150 long box supercab XLT for 42,000 which was already quite a lot in 2012. I make the same wages now as I did then as a sub contractor tile installer. I'd love to join the EV revolution and save a load of fuel money/help do my part. but these car manufacturers and dealers are criminals.
Here are my reasons
1. They advertised the truck as a 40k car in terms of base model. When it came out, no one was damn near selling that truck for that price. I went into a ford dealer asking for a base model and they quoted me nearly 70k out the door. Hell no!
2. Every video i have seen with "1 year ownership review" all have stated that people who live in colder climates experience battery degradation over night to nearly 30 to even 50% at some extreme cases. I am no fan of tesla, but they got their battery issues solved.
3. Interest rates. I know they are close to 7% on a new car, but some dealers are charging some new buyers nearly 10% and more.
4. The dealers themselves... cut out the middle man and just let us buy the cars straight from the factory.
I held onto my reservation for almost 2 years. I finally cancelled it after all of the price increases. I just couldn’t afford it anymore. Plus, none of the pro models were available. I’ll keep driving my old beater truck.
Just started watching the video, I think the reason is that most people who want a truck, need one that they can drive on long trips in a timely manner. People want to tow with a truck but the electric trucks kinda suck when towing. The F150 lightning is a great truck but costs too much for the average truck person
I've had this same conversation with E.V. advocates and catch nothing but backlash. I agree that truck owners want to be able to haul stuff and tow, something that devasates range on E.V.'s.
Get the Lightning Pro $50k - $7,500 ev credit -state credits.
Your typical F150 is $50k+
GMC is $65k average sale now
The Maverick is going up in price and Lightning is coming down.
There are multiple surveys showing the 75% of truck owners only tow once a year or never. If you are in the minority of truck owners that actually tow, then yeah don't buy an EV truck. But if you are in the majority of truck owners (who mostly just drive around town with an empty bed, and like driving a truck because trucks are cool) then an EV truck is worth considering if the prices keep dropping. Personally I'd love a (cheaper) F-150 EV and my second card would be a hybrid for road trips.
@@Monkeyseemonkey79 And yet the EV trucks are not selling. Ford needs to keep in mind who buys their trucks and why. Please don't turn Ford into the Bud Light of Automakers.
@@Monkeyseemonkey79 Strange, your username comes up differently. Here it comes up as Monkeyseemonkey79 but other places it comes up as Problemsolved????? Is this a bot account or something??
Bring back the 39k starting price and the 19k Maverick too
I purchased the very first one in my city, but the draw back for me was in the winter in Canada it lost too much range because of the cold, it seemed like it was a 50% range loss, I did love the truck but with the range loss and the lack of infrastructure for charging it made it hard to travel pretty much out of my home city. I would buy another one in a heart beat if they can get me 1000 Kilometer range
I think that the range while towing issue is a problem for anyone who wants a truck. EV power/weight ratio is a problem that needs to be solved.
Raise it 20k then they take 10k off lol and they say it’s a discount lol😊
100% agree the pricing creep delivery delays and interest rates are some of the reasons for the softening. Also think that saturation of the early adopter market is at play. Bottom line they have to get the pricing inline with what more if the masses are willing to pay
I’m pleased to hear you actually told the customer about the savings. At Akins ford in Winder Ga they still have a $5,000 “Market Adjustments” fee attached to the MSRP. Just screwing people.
I was on the fence for a lighting so I decided to wait until next year when there is competition from other manufacturers, but with this price cut, I'll be ordering a XLT extended range in Azura Gray and day now.
Range is the Lightning's biggest problem. The initial version of the Cybertruck is likely to cost significantly less than the Lightning Pro and get more than 100 miles of additional range. The $80K initial version of the Silverado EV will get 450 miles (EPA estimate). This is 230 miles more than an $80K Lariat standard range. Ford can lower prices all they want but if they cannot compete with the range of the competition, then may be witnessing the 'Electric Edsel'. One win/lose scenario is that the 2024 Lightnings will get a big range boost. If that happens, anybody who orders a 2023 model will lose big time.
Ford should have did a Hybrid F150, I would have been more interested in that...I just haul dirt bikes. Let me get say 50-100 mile range for in town and then have the engine for the longer runs. Maybe the 2.7L paired to a Hybrid....or the 2.3L. True it wouldn't be a tow vehicle...but do people buy F150's to tow? Maybe some, but anyone really towing buys diesels. All my neighbors have Pickup trucks not one of them tows, it's a commuter vehicle or a trip vehicle with maybe tossing something in the bed once in a blue moon. I haul my bikes at least once a week, I know a Hybrid F150 priced at $30,000-$40,000 would be where it's at. Ford just has to learn trucks are not their bread and butter now...they need to make money on volume vs high prices and they need to toss the dealer model to the curb. I'd rather buy direct.
I think it’s ok if you live in Birmingham area or other cities but in rural areas and it’s going to be your only truck. You can’t tow and distance or find chargers all the time. That’s where I think a lot of people have changed directions. Savings isn’t going to help if you can only afford one payment😊
You do know you can charge at home, right?
I had a wave 2 order on a Lightning Lariat extended range. I was price protected and now it was just delivered. In the 2 year wait, I got anxious and picked up a 2021 Lariat Powerboost. Now with the way rates are and the excitement of being one of the first owners passing by, I'm less inclined to buy. No pressure from my dealer either, they will resell it. They did tell me since I haven't taken delivery and it will be re-invoiced and this will sure it qualifies for the $7500 rebate. Unfortunately I have a $15k gap after looking at my trade price on the 2021 and currently interested rates. $15k buys a lot of gas when I'm averaging 23.6 mpg in my Powerboost.
I have a question for you I bought a 2022 white lariat lightning extended range with all available options I am the second owner. I purchased a vehicle with only 1800 miles and now the vehicle has 3400 miles I put it up for sale because I am moving out of the country For just under $60,000. Why haven’t I gotten an offer at that price
My car has been kept in the garage since the day I purchased it I paid $87,000 after dealer fees and taxes thank you I would appreciate your thoughts and comments
By the way, the truck is in mint condition not one scratch still smells like a brand new vehicle went to Carmax and they only offered me 52,000 and a Ford dealership offered me 55,000 And I know they’re gonna sell it for a lot more than that so why can I get 59,000 privately where someone can get a good deal
Price to high an not enough range
$10k off msrp but dealerships still marking them up so no real price cuts. I’ll think about getting one next fall when increased competition from Chevy and Tesla brings the price down further
Ram
I thing one reason is there are now lots of videos out there showing the downsides of electric vehicles. I do not know about other people but I do not want to plan my life around where the next charger is that I may have to wait hours to use then a hour to charge. I can pull up to a gas pump and fill up in like 5 to 10 min and be on my way. Peoples time has value to them.
I walked away from my $100 F150 Lightning reservation for these reasons: 1. Fords cannot charge on a Telsa supercharger. Other level 3 chargers are not common in my state. 2. My local Ford dealer does not intend to be come a "Ford EV Dealer". 3. My local Ford dealership is clueless on EV's. I was teaching the sales team about the Lightning during my test drive. 4. The Lightning is very inefficient. On my test drive, I was getting two miles/KWHr, while an EV car gets double that. 5. more truck means more batteries, which means I need to charge a Lightning with twice the electricity of a EV car because it is carrying the extra battery weight. 6. The extended range Lightning I test drove should have a range of 320 miles on paper, but according to the truck's mileage estimator, the range was never over 220 (according to the sales manager who drove it for 4,000 miles as a demo). I tried to convince the dealer that the truck had a battery issue, but they wouldn't listen. 7. The cost for the extended range Lariat is well over $80,000! I can buy two cars for that amount. The $7500 tax credit doesn't apply to Lightnings, they are just too expensive. The Lightning is an awesome truck, it's much better than my King Ranch. It's a luxury EV in my opinion. 8. Why aren't the RUclipsrs talking about the expiration on the reservation? When you get the email from Ford stating that your number has finally come up, you have 90 days to place an order. If you don't your reservation expires! I learned this a month after it expired! And, finally, Ford is just too new in the EV business to spend that much money. So, I kept my King Ranch and bought an electric car. It was a much better move for me.
If I were in the market for a new vehicle, I’d definitely look at the Lightning.
I think though, more options are now available, and this may add to the drop in sales.
The Lighting is a fantastic fleet truck for local work. As an adventure vehicle its not great due to the limited range. This applies to most if not all EV's though. It is also great as a daily driver for city driving. Its an awesome work of engineering and design. That said its somewhat of a niche vehicle, couple that with the high price = low sales.
Adventure begins when you are stuck in the woods and no towing electric vehicles , then you start your hiking trip adventure dont forget your L.L. BEAN boots.
@@borisfohrman3133 WTF do you mean "no towing electric vehicles"? All you need is a tow strap and powerful enough vehicle to drag it to the nearest charger.
@@jhunwong8739 or a junk Yard
@@borisfohrman3133 Now you're just trolling, good to know your true intentions.
This sucks for those of us who bought in year one. The value of my lightning just dropped $10-$15k overnight.
Yeah not everyone is smart with their money. Lots of suckers out there.
I want one someday. Even though current nickel based batteries have a pretty good lifespan, I kind of want LFP in there for longevity and safety. I've got 3.5 more years on a vehicle loan at the moment, so I will wait at least until then and see how the tech has changed.
Hopefully prices will be down another ~10k across the board and they should have them with the NACS connector too.
Nobody wants to wait for 2 hours waiting for the truck to charge
If you're Fast charging it doesn't take 2 hours it's more like 35 minutes and while charging at home I can charge my truck in about 5-7 hours while sleeping depending on the state of charge
@@theblunden2wow that's amazing. you've completely changed my mind. 100k for a car that will almost certainly explode in a decade, but you can charge it in 35 minutes making it blow up even sooner.
@@mr.cantsay who said anything about 100k? Typical talking points.... Try having an original thought of your own buddy. I'd give you more actual facts but it seems like you only breath from your mouth
If you gave it to me, i would sell it.
A 2023 F150 Lightning Platinum starts at $92,000. The trade price according to KBB on a 2022 in good condition is $67,000. That is one hell of a loss. I expect this is what can be expected on all EVs.
I was one of those that had a reservation. When I signed on, they announced that we'd be able to buy a $40k Lightning and they said we'd have a $12,500 rebate. But the rebate bill didn't make it through Congress and by the time my number came up, the Pro wasn't an option and they jacked up the price. The cheapest one I could buy at the time was over $62k, and with the $7,000 tax credit, I'd still have to spend $55,000 before any dealer markups or fees. That's double the price I was hoping for. I have a 2019 Ranger that I love and there was no compelling reason to trade up. I still may get one someday, but not anytime soon.
I love technology and think the winner fir most was the gas ev hybrid. I won't ever buy a 100% ev no matter how nice it is and the constant bait and switch of affordable promises to selling way over msrp killed the deal. My daughter gave up on ordering a Maverick and isn't even interested in Amy Ford at this point. I'd bet many other are done with games too.
I wouldn’t mind owning a Ford Lightning but since I do a lot of highway mileage to me it wouldn’t make sense, to go buy it.
Cost is the most important factor. That reduction is huge because I just test drove a lightning, in the color I loved and it had a sticker price of around $77k but that was the standard battery, and I wanted the extended range because if I did want to tow, I wanted a little more confidence in the range. The tax credit was a huge factor and since the standard range fell under that $80k range, I was thinking maybe I would have to give up on the extended range; I wanted leather seats and the XLT extended range doesn't have that option. The lower price will help. I wish they were closer to the $60k range for the lariat's and maybe the 80's for the platinum. I think all vehicles need a price reduction. Sometimes as businesses, we need to look at if I can sell 10 $100 items with a $20 profit but I can sell maybe 40 of that same item at $90 dollars, what would make more sense? I would think the second option would be bettter. I think car companies need to look at if lower price vehicles would make more sense to keep their profits coming in.
I was a day one reservation holder that eventually cancelled. By time I was able to order my truck, the price jumped almost 20k. It was an easy decision for me. The future silverado has a much larger range so I'm hoping that one doesn't go the same route.
For all the price gouging and raking customers over in hard times, Ford and it’s dealers deserve all the pain that comes their way.
Even for the dealers that did everything the right way?
@@TCcustoms_ Yep. Even for them. It's us against them. The people control the price, not the dealers. Sit back and watch them squirm. In a few years these models will be worthless.
@@TCcustoms_ very few have and even fewer publicly slammed their competitors for it. There wasn’t one dealer in my whole area who isn’t adding market adjustments to any model remotely popular. Now sales are tanking. Surprise. Ford was nothing but empty threats about punishing the dealers for doing this.
It’s probably because no one really wants a electric f-150 and when ur talking over 70k for a truck for the average person, thats way to much..
As a hard working man with a healthy 6 figure income, all these new trucks are completely unaffordable. Its soooooo much cheaper just to rebuild your old unit. I got over 400k miles on mine
I hope every dealership that did “market adjustments” chokes on all the vehicles on their lots now.
I bought my Lightning because it is not just a truck. I could never justify just going and spending extra $ on an EV. But ford changed things with the Lightning. It's a mobile power bank. I towed my popup camper and ran it off the truck. I plan to be off grid in a few years and want it as a backup source of power. If power is down for to long, unhook it from the house and run to town. It can run a house for days. A generator is hours.
The $10K price cut on the 2023 Lightning Pro is actually a $3K+ price increase based on the September 2022 base MSRP when Ford permanently stopped accepting 2023 Pro orders. Mine arrived at the dealer with a $46,974 base MSRP on July 18, 2023 and it was re-invoiced to the new $49,995 base MSRP on July 19th. How did all the media miss this?
Like a lot of others I put in my reservation for a Pro right away, but got an email stating that they were sold out. Even after the price increases I kept my reservation. In the end though, I lucked into finding a 2022 Lariat Ext range max tow with only 52 miles on it for $8000 off of the original 2022 MSRP. As for those that say no one wants one, it's a freaking amazing truck. the ONLY issue is charging on a road trip. This is balanced out, however, by numerous FREE charging that we've found, including fast chargers. Imagine taking a road trip and paying NOTHING for fuel.
Because you can't tow anything for any distance,and can't travel anywhere
I think the truck is awesome. Back when they announced it, I got on the wait-list. I'd buy one in a heartbeat if I could buy one at the 40k they originally advertised. I'd still buy one at 45k. But that kind of pricing just never materialized. I'm unwilling to spend more than that for ANY vehicle. It's just absurd to me.
Yup, a lot of us with money etc don't get it and we are not about ready to toss money at a vehicle which looses money. It's a thing to use to get from point A to point B. Reason why my parents dropped $30,000 into a new engine for their diesel vs paying $90,000-$100,000 for a new truck...out of principle my father is like NOPE and they have money.
I was one of those early reservations. As soon as the base MSRP went up and vehicles were being delayed in production, I canceled my reservation. I recently canceled my Silverado EV reservation as well when Chevy announced a 50k MSRP vs. the 41k originally quoted. Between the lack of range and dearth of charging infrastructure across the USA, I saw no reason to spend 50k on something of dubious usefulness.
I love charging from home or driving in Canada but heading to Florida or even just the East Coast New Hampshire is a nightmare as too many chargers are not functional
I would like to have a lighting for most days, but it won't do for long trips. Ford has the power to fix this. Around the time they released it, they filed a patent for a bed mounted generator module that fits like a tool box. It would effectively turn it into a hybrid for long trips. For short trips you can leave it at your home as a backup generator. If they can get the price for a basic truck back to around 40k and offer this option for under 10k, i would consider buying one.
I'm in Ottawa Canada. The lightning is 100kCan. No way should we pay 100k+ for a item that will go down in value. Also 100k+ should be condo/house category only.
We went to a Ford dealer today and saw one that still has a market adjustment
1) They're priced too high. 2) Dealer markups are on top of MSRP are driving people away. 3) Too many viral videos about subpar tow range and battery range in cold temps have made folks weary.
I live in CA and with a robust charging network and even temperatures, I know these would sell extremely well if the price was right. Most folks out here don't tow and the temperatures to fluctuate enough to affect the battery. I would have 100% considered this truck last fall when I was in the market, but I couldn't find one for under $80k. The sweet spot for this truck is definitely at the $50k mark. FORD completely dropped the ball with this one. They should have produced the PRO models first to get them out there and generate some positive buzz.
Agree that it's the pricing that is causing the sells to fall off. Of course I believe this is the same for all electric vehicles. People that are on limited budgets are going to keep going to fossil fueled vehicles that cost thousands less, and in some cases you are getting a better equipmented vehicle while still saving thousands.
I'm currently a reservation holder. I tried to get in on the first generation F150 lightning and was bumped out to second year of production. I still have not purchased that vehicle. ""PRICE WAS NOT THE ISSUE"". Because I still purchased a brand new 2023 $80,000 PowerBoost with ""no tax incentives, and no manufacturer or dealer incentives"". The primary issue for me was range, range, range, and range. I live in Texas. If you are in Texarkana, you are geographically closer to Chicago IL than El Paso TX. On average I put 125 miles a day on my vehicle. I purchased my 2023 PowerBoost March 31st 2023 as of this comment I have over 10,000 miles on this vehicle. That's three months of usage! I already have two factory oil changes on this vehicle from the dealer. The range of my PowerBoost with a full tank 728 miles. You really wanna know why I haven't purchased the lighting? Range and power density battery issues. I can't have a vehicle that when I put 5K to 10 K towing weight behind it, only gives me around 100 miles and takes an hour to charge. VS, my PowerBoost, which can tow 5K to 12K over 400 miles with a five minute fill up at a gas station. This ain't rocket science. I NEED A TRUCK THAT CAN DO TRUCK STUFF!!
Its funny how now MSRP in now considered a good price.
I got in at the tail end of reservations (2021), and was told earlier this year (2023) that I could order my truck and receive it this summer. However I cancelled for a few reasons:
1. The price increase of $10K. I'm still seeing the base Pro at $50K, and the XL at $55K... have the prices really gone down? The Pro started at $40K.
2. If I wanted the extended range on the XL trim, I had to get the XL upgraded package for another $10K or so (at the time). The required package is now only $5K, but it's still $15K premium for 33% range increase.
3. The new tax incentives no longer apply to me due to my income limitations.
So, we're talking 27,500 reasons.
Bring out an EV Ranger or Maverick, and then I might be interested.
Pricing in general is just out of control I do believe you pretty well summed up why the sales are lacking and both reasons share in contributing to poor sales. Another factor I do not believe is hit on with vehicles like the Lightning is that their price point absolutely changes what they compete against for sales. Since pricing squarely places them in a luxury category they directly compete against other luxuries in general not just other EVs and similar traditional gas vehicles. People could take on a significant home remodel or build that swimming pool they always wanted or buy that dream sports car they always wanted. The bottom line is the price point is killing them. And even if Ford can justify the the sticker price because of manufacturing costs buyers see buying that as a trade off for spending $80k+ on something more important/fulfilling and that is likely to appreciate vs depreciate.
Interest Rates, Cost of the vehicle, lack of range towing...I'd rather buy a Riven if I was going that route. Id like to see 500 mile range before towing, I don't tow but I do like to drive to Moab with a couple dirt bikes in the back or one on the hitch carrier. I don't like stopping for fuel so I wouldn't like stopping to charge, especially longer trips from CO to TN I drive straight through 1200 miles. The amount of stopping to charge and waiting would drive me crazy plus I like to take dirt roads through the country vs Interstates lately...the path less travelled and it's hard to find fuel let alone chargers. At least if I ran out of fuel in a small town people will have fuel to give, no one can give you a battery except a tow to a place to charge...hopefully.
I was one of the ones on the reserve list! I live in the Phoenix area, and once it got closer to first production and I heard the wait would be something crazy, I pulled my reserve out! Right after I got a new tundra and a Ram 3500 (custom built; 5 month wait) faster than the first wave of trucks! Way to many price mark ups from the dealers and lack of production with Ford, turned me away!
I would LOVE to have a Lightning if I were a big truck kind of guy, especially at these prices! I'll wait for an electric Maverick.
But why would you be a big truck kind of guy if you didn't use your truck to tow, haul or offroad frequently? Thats what they are meant for, right? And if that were the case, why would the lightning be your top choice? Its limited range and capabilities make it a poor choice in that regard.
You seem to be logical in your truck selection. You understand that your use case is limited and buying a 7000 lb Lightning doesn't make sense. So you buy the truck that fits your needs. I actually think that a Maverick EV would be a FAR better option than an F150 sized EV because the maverick is not expect to be used the same way as a full sized truck and therefore the buyer isn't going to be confronted with the same dilemma.
Took delivery November 26...... order SR Lightning ..... wanted the ER Lightning, but the price swing was to much....... I feel like FORD PRICE GOUGED ME...... NOW I'M UNDERWATER ON MY UNWANTED LIGHTNING........THANKS FORD