TheVerge: ‘I’m out’: Ford’s F-150 Lightning price hikes are costing it customers

[detansinn]

https://www.theverge.com/2023/6/27/23771407/ford-f150-lightning-price-increase-cancel-order-dealer

I love my Lightning Lariat ER as my daily driver, but it was that $40k price point that got me to the table in the first place.

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[sotek2345]

Yeah, this makes sense. With the higher pricing and (much) higher interest rates, it is a hard sell. I always like to have a backup plan for a vehicle in case I get T-boned on whatever, but I have no idea what I would get to replace my 2022 Lariat ER. Most likely a Lightning XLT ER, but I would be paying about the same for significantly less features!

 

[lancersrock]

Yeah, this makes sense. With the higher pricing and (much) higher interest rates, it is a hard sell. I always like to have a backup plan for a vehicle in case I get T-boned on whatever, but I have no idea what I would get to replace my 2022 Lariat ER. Most likely a Lightning XLT ER, but I would be paying about the same for significantly less features!

I love my truck but if it got totaled I think i would buy a MY (mach e drivers seat is to low for me and i hit my head getting in)for my daily and then use whats left to buy a used xlt to keep for hauling and the little towing i do.

 

[sotek2345]

I love my truck but if it got totaled I think i would buy a MY (mach e drivers seat is to low for me and i hit my head getting in)for my daily and then use whats left to buy a used xlt to keep for hauling and the little towing i do.

Can't stand the look of the MY, or the lack of a driver gauge cluster.

I though about an MME (love my wife's) and rent a truck as needed, but that math works out horrible. When I worked it out, I would be spending ~$5k to ~$6k per year in rental costs and lost work time for the rentals!

 

[lancersrock]

Can't stand the look of the MY, or the lack of a driver gauge cluster.

I though about an MME (love my wife's) and rent a truck as needed, but that math works out horrible. When I worked it out, I would be spending ~$5k to ~$6k per year in rental costs and lost work time for the rentals!

I really liked the mach e i just couldnt handle the bending to drop in where i feel like i slide into the MY more naturally. Honestly i would look at about any $50k EV if it was comfortable. Im hopeful for a little quicker charging and more range on the t3 but other than that i love my truck.

 

[COrocket]

Hopefully Ford has a roadmap to drive down costs of the Lightning and T3. Sounds like they will have a lot of manufacturing capacity if they are spending close to 10 Billion on new EV and battery factories. Even with EV cost of ownership savings, the market for $80,000+ trucks is much smaller than $40,000 trucks. That would be a tough spot to be in if they can't get the cost low enough to start selling en masse.

 

[Pioneer74]

Articles like this are entirely Ford's fault, and they deserve all the bad press they get. They knew what they were doing. They advertised a product they knew they would lose money on, knowing they wouldn't build a lot of them.

I would have loved a PRO. And if I had to buy the same truck I have now, at this point I would pass and have kept my gas truck. And it pains me to say that, because I love my Lightning. But I was forced to buy options I didn't want, inflating the price I had to pay. Luckily I got mine before all the price hikes.

 

[Replika]

$40k was what brought me in too. Then $40k became $58k for the base model and I decided to spend $82k on a Lariat ER and have it right away.

The original $39,999 was truly a bait and switch. If you got one, that's awesome-- but they never intended to stick to that obviously temporary price.

 

[jdmackes]

I was lucky enough to get the original price for the Pro, I wouldn't pay 60k for it though. I love the truck, but it's not worth 60k.

 

[Pod]

Originally I was set to get the Pro. Day one reservation but somewhere along the way switched to XLT. Granted more $$ but I am so glad I went a bit up with options. Love what I got but agreed, 62k is a lot more than the initial quotes.

 

[davehu]

inflation was raging last year and still is to a lesser but still significant degree. No one should expect prices set in June with near 10% inflation to stay that way for long.

Oh, and there is this: The $40,000 Chevrolet Silverado EV Is Officially Dead Chevy's Silverado EV was also promoted as a $40k entry point and now it starts at $77k!

 

[GarageMahal]

While I agree that the price increases are too much, I bet Ford still sells everyone they make in short order. I'm happy to have gotten 2022 pricing and would likely have been out if I didn't.

 

[Pioneer74]

I was lucky enough to get the original price for the Pro, I wouldn't pay 60k for it though. I love the truck, but it's not worth 60k.

I disagree. The Pro never should have been priced at $40k. It should have started at $50k to begin with, and ended up where it's at now because of inflation. At the time, you couldn't even build a gas truck comparable to it for $40k.

 

[meow]

I love my truck but if it got totaled I think i would buy a MY (mach e drivers seat is to low for me and i hit my head getting in)for my daily and then use whats left to buy a used xlt to keep for hauling and the little towing i do.

If I were unfortunate enough to be in that situation - and I hope none of us are - I’d probably look to see if I could replace it with another F150L. But as I don’t really need a truck, I’d be tempted to go in the complete opposite direction and end up in a recent Mustang Mach 1 (or a late GT350)

I disagree. The Pro never should have been priced at $40k. It should have started at $50k to begin with, and ended up where it's at now because of inflation. At the time, you couldn't even build a gas truck comparable to it for $40k.

100%. The only reason I’d ever have agreed with the Pro being $40k is if I’d got one at that price.

 

[lancersrock]

inflation was raging last year and still is to a lesser but still significant degree. No one should expect prices set in June with near 10% inflation to stay that way for long.

Oh, and there is this: The $40,000 Chevrolet Silverado EV Is Officially Dead Chevy's Silverado EV was also promoted as a $40k entry point and now it starts at $77k!

At launch, they still plan on a cheaper model but are taking the Tesla approach and releasing the most expensive model and hoping people settle. Ford did this with how limited the pro was, if there was a $60,000 er pro I would’ve gotten that, lariat is great and I enjoy BC but would be more than happy for $27,000 less.

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