If Ford Built a New Lightning, How Much Should It Cost?
Based on your initial response to Pioneer Ford’s “Lightning Tribute,” FTE is curious about the viability of a new hot rod pickup truck.
It’s the year 2017, and the average price of a regular-grade gallon of fuel is $2.63, a gallon of milk is $2.50, and a single-cab, rear-wheel drive, Roush-supercharged 650-horsepower pickup truck is $49,660. It seems this has caused a commotion within fans of the brand.
Ford trucks, like all other vehicles, are built and priced according to several factors. When Ford sets a manufacturer suggested retail price (MSRP), they’ve calculated what the price of the truck should be before the game of numbers begins. At that point, Ford’s customer, dealer, and other financing-related incentives begin, often making the truck considerably cheaper. Unfortunately, it also does something else: Cloud customers’ judgment.
As we mentioned during the purchase of our very own 2017 Ford F-150 earlier this year, dealers are able to play with the selling price of a truck as they deem necessary. Sometimes they “sell a truck below invoice,” and sometimes they sell the truck below invoice. Catch our drift? Because of this, customers often get the perception that a truck is really worth much, much less than advertised.
Aside from an overwhelming reaction of joy by most of you, our dear readers, the second largest reaction was of shock (to put it nicely) at the Lightning’s price. Some folks, whom we won’t single out, said: “That’s a wicked truck, but these prices are just getting out of hand. Soon everyone will be living out their vehicles!” while another shared a similar sentiment, but even lashed out at the V8 configuration: “No way for $50k. I could buy a used Lightning rebuild and modify to be faster than the new one for less than half!”
How is this relevant? Well, should Ford corporate actually decide to build a truck, our guess is it would cost at least what this tribute is selling for, if not more. Think it’s far-fetched? Just look at a current Raptor’s MSRP. Not only that, but the new Shelby Raptor will set you back $117,460, and their mighty Shelby Super Snake a whopping $100,000.
After reading the original story (hopefully you did), and considering the above, what do you think is a fair price for a truck that could almost keep up with the baddest of the Mustangs, the over-$100,000 Shelby GT350R?
All of the sudden $50,000 sounds like quite a steal, huh?
Chime in with your thoughts on the forum. >>
Photos via: [Pioneer Ford]