F-150 Lightning Is the Most Desirable Electric Truck On the Market
Logistics Pro
Joined: May 2021
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That's very true. In another year or two, I'm sure supply will have caught up to the point where the average buyer will be able to get his hands on one. My comment was about how this thread is about the desirability of the truck, not its manufacturer's ability to make money on it.
Ford has been running hard touting the 40k starting price of the lightning and if they cannot deliver it on a mass scale because it’s a money loser, how many truck buyers are really looking for 60k+ electric trucks especially once the federal subsidy runs outs? In parts of the country like California and New York where ford hopes to sell a lot these things due to zero emissions requirements, a 60k truck with tax and licensing ends up being closer to 70k, and annual registration and fees can run upwards of 1000 dollars with the weight fees and EV surcharges.
a huge part of the attraction of the lightning is hinged on the fact that one *could* get one for similar price as its ICE counter part and overlook its, uh, quirks due to being an EV. If the general public start to perceive the 40k mark as another Tesla style bait and switch to upsell more expensive models, then so goes a lot of the demand
Super Moderator
Joined: Aug 2003
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From: Isanti, MN
I think desirability is quite a double edged sword.
Ford has been running hard touting the 40k starting price of the lightning and if they cannot deliver it on a mass scale because it’s a money loser, how many truck buyers are really looking for 60k+ electric trucks especially once the federal subsidy runs outs? In parts of the country like California and New York where ford hopes to sell a lot these things due to zero emissions requirements, a 60k truck with tax and licensing ends up being closer to 70k, and annual registration and fees can run upwards of 1000 dollars with the weight fees and EV surcharges.
a huge part of the attraction of the lightning is hinged on the fact that one *could* get one for similar price as its ICE counter part and overlook its, uh, quirks due to being an EV. If the general public start to perceive the 40k mark as another Tesla style bait and switch to upsell more expensive models, then so goes a lot of the demand
Ford has been running hard touting the 40k starting price of the lightning and if they cannot deliver it on a mass scale because it’s a money loser, how many truck buyers are really looking for 60k+ electric trucks especially once the federal subsidy runs outs? In parts of the country like California and New York where ford hopes to sell a lot these things due to zero emissions requirements, a 60k truck with tax and licensing ends up being closer to 70k, and annual registration and fees can run upwards of 1000 dollars with the weight fees and EV surcharges.
a huge part of the attraction of the lightning is hinged on the fact that one *could* get one for similar price as its ICE counter part and overlook its, uh, quirks due to being an EV. If the general public start to perceive the 40k mark as another Tesla style bait and switch to upsell more expensive models, then so goes a lot of the demand
Logistics Pro
Joined: May 2021
Posts: 4,004
Likes: 2,329
That’s true, but I think you’re overestimating the price difference. Four years ago, the average transaction price for an ICE F150 was north of $47K. The auto industry has been in another world for the last two years, and I’m sure the transaction price is much higher now that rebates and incentives have evaporated. The extended range battery increases the price to a noticeable degree, but the standard-range pack is cheaper than a comparable crew cab 4WD F150 at every point.
1: low interest rate meant the buyers can agree to higher price and still get a “reasoable” monthly payment. That’s not going to be the case for a while
2: averaging is not the median. A few high dollar platinum trucks can pull the average price of ten lower spec trucks’ prices, plus does that average take into account fleet purchases? I was under the impression that the average is for retail transactions but I could be wrong.
the standard range pro is not going to be widely available since ford is likely make very little money or even lose a bit on them, so we are talking about at least 53k for the standard range XLT and something tells me ford is not going to make too much of those either.
Super Moderator
Joined: Aug 2003
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From: Isanti, MN
the standard range pro is not going to be widely available since ford is likely make very little money or even lose a bit on them, so we are talking about at least 53k for the standard range XLT and something tells me ford is not going to make too much of those either.
4wd Low
Joined: Jun 2022
Posts: 11
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I spoke to my dealer to get updates on my order...asking him how many trucks they were getting. He told me 6 total for 2022. I asked him where the other 74,996 were going....as I've heard that Ford planned on making 75,000 for the first year and 150,000 in 23... He laughed a bit after telling me this and said for 2022 Ford is only going to produce 7600 Lightnings nationally till they get their new factory fully operational. How do you know what to believe these days.
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