Ford is again adapting to market reality, this time with the Lightning. This is a big drop; I remember building a 2022 XLT extended range when the configuration launched to an MSRP of $74K.

Greater Plant Capacity, Improving Efficiencies Support Lower F-150 Lightning Prices for Customers | Ford Media Center

 

They knock another 10k off the price, people might start buying them. They're beginning to pile up on the lots. Local dealer near me has one that was special ordered and the buyer backed out. They knocked 5k off the msrp on that one to try and get rid of it.

 

This one puts things in range for me, but probably not new because of that tax credit. I'm in a funny tax situation that can't take advantage of the credit, so I'd look for a used one after prices adjust. I'm in no hurry to make a switch, but this just became Plan B if something happens to my Model Y. It's a shame this didn't happen seven months ago.

I canceled because of the price hikes, but I can see the value making sense now. If there are more buyers who think like me, they will start turning their inventory.

 

Here's some more info on why from a Ford dealer owner.

 

Yup! I think he’s exactly right, and that’s what many of us have been screaming to the rooftops for the last year. The truck is great, and the original pricing was reasonable against what they were delivering. But juice those prices as much as 40%, and the value equation goes out the window.

If they didn’t jack their prices up, there’s a fair chance I wouldn’t be driving a Model Y today. I was always planning on an XLT ER, which is now $4K cheaper than when they originally announced. Ford may have lost their window to earn my business because switching again is expensive. I’ll probably drive this bloated fish for another couple of years and see what things look like in 2025 or 2026. By that point, I expect the Silverado, Cybertruck, and others will be on the market. We’ll see what things look like at that point.

 

frankly Ford must be rolling in money because the Lightning situation is playing out with the Broncos too. The tag team situation where dealers blame the factory for not being able to submit an order for what I want, and factory blames the dealers for markups, all the mean while prices go up 15-20% a year is the reason why I just bought a 23 4Runner TRD Off Road. I got sick of being a soccer ball between the dealers and ford.

 

I have a few great dealers in my area, but a few really lousy ones as well. Most people don’t see beyond the Ford logo on the sign, though.

I think dealers are a huge risk for traditional manufacturers going forward. Tesla is the only major player who doesn’t use franchise dealers, and they have customer service issues as well. But they’re consistent, and there are no pricing games at the time of purchase. I remember every dealer that quoted me over MSRP over the last couple of years, and they won’t see me again.

Competition does wonders for pricing, though. Ford’s press release is well-written, but it’s obvious that incoming competition from GM, Tesla, and Rivian have a role in these adjustments. This will only get better in the coming months as they come to market.

 

Price increase on the surface didn’t help, but it’s a de facto double tagging when the x-range option was canned on the Pro version for non-fleet buyers.

That’s a plenty equipped truck for my need.

 

it is one hundred percent a cost (msrp plus interest rate) problem. The ICE f series are approaching 120 days in inventory right now. This country is slowly running out of people who can take on 1200 dollar a month car payments.

 

I read 75 days the other day but that may have been company wide and not truck specific.

 

I believe that 75 day figure is indeed Ford corp wide. In early may it was already bumping up against 100 days for the F150 and it has only gotten longer since then.

https://www.ford-trucks.com/articles...hortages-ease/

 

Agree. Tesla shot the first salvo in lowering the Model 3 and Model Y to a reasonable level.

The F150 XLT long range would have to lower $50K plus be able to get the $7500 fed tax incentive before I would consider.

Our Dept of Defense facility bought a bunch of F150 Lightnings XLT. I really like them but not at that price tag.

 

I test drove a Model Y last week. The process is painless in the test drive and the purchasing.
The dealer franchise model is antiquated and needs to go but the dealer mafia network has Congress in their back pocket.

 

So in a way you actually bought it. Your tax dollars at work.

 

I think that’s more of a state law thing. I’m not aware of a federal law that prohibits direct sales to consumers, but state laws are a minefield of dealer protection laws. They can’t sell in several states at all, and others make it difficult. Some even created carve-outs for EV-only upstarts that legacy automakers like Ford can’t use. Ford has to use dealerships, but Tesla and some others can sell direct.