07.16.23
07.17.23 updated
Ford is starting to slightly reduce The lightning prices, after several increases and Lower price trims removed since sales began 15 months ago.
Price drops are likely across the BEV market trying to compete with Tesla pricing.
Ford started lightning sales at $40k-$66k base price (short range and excluding the platinum, any upgrades and up to $5k-10k Dealer fees).
However, it Quickly bumped to $65k-$77k base price for available models (still short range, excluding platinum, any upgrades and $5k-10k dealer fees).
Ford only sold 15k trucks in 7 months in 2022. In 2023 so far Ford sold 8.7k trucks in the first half, much lower per month or per quarter than 2022.
The extremely high price surely is deterring buyers. Although there were supposedly 200k reservations at some point, not at these prices.
If you order lightning today, you can get it in October, meaning that the reservation pool is either waiting for lower prices or cancelled reservations.
At 60% higher sale rate in H2, Ford might reach 25k deliveries in 2023, far cry from stated goals.
Ford is now offering up to $2500 off through the Dealers of course, and 1.9% financing for 3 years. I truly wonder, but it is very likely, if the dealers markups are now mostly dropped that the Off MSRP era is back.
It still requires $63k and up for a 240 mile range truck before any upgrades and taxes.
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UPDATE
On 07.17.23 Ford announced a $10k price drop on Pro (to $50k, Though not available in 2023), $10k drop to $55k for XLT and $6k drop to $70k for Lariat short range.
This should encourage buyers to take their reservations, while heavily infuriating recent buyers.
This will "help" Ford to ramp-up production and Sales while increasing expected losses for 2023.
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Bringing this into my favourite subject... Tesla. I wonder how Cybertruck plays into this market.
I bet it would be exactly as Model Y vs Mach-E ramp-up and Model 3 vs Chevy bolt ramp-up.
Ford and GM are playing the compliance car game, still in 2023, with high prices and limited production.
Cybertruck i bet/hope will come in at lower prices, better performance of course, and real growing ramp-up to satisfy estimated 1.8m reservations.
Tesla has 1 unique advantage over OEM's, they actually make profit on every car sold which grows with Economy of scale.
Other OEM's have a big loss on every BEV sold, which shrinks with economy of scale, but can't beat anytime soon the potential high margin on an ICE equivalent car.
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