2023 F-150 Lightning gets price cuts! (7/17/23). Pro now starts at $51,990. XLT priced from $56,990

[JRT]

Honestly for me it was getting the extended range for 72k to get the $7,500 tax, which I got on my MME in 2021 and was pretty nice to not pay a large income tax bill. It does have to get to me by end of year, otherwise I might pass and wait for RAM.

Reading up on the issues with order tracking, seems nothing has changing 2021 with the tracking of my MME. First it was delayed then a day later showed up at dealership and they called me and said we have it.

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[metroshot]

Price drops like these are just new to auto buyers. As pointed out, almost all other electronic, tech, etc items get price cuts as they age after release- it's called 'sequential skimming' as is one of the oldest pricing strategies around.

The auto industry is seeing it with Tesla, and now Ford. Tesla uses it to balance supply with demand. This will be the new reality for years, until the industry comes to steady state with manufacturing efficiencies, battery manufacturing economies of scale, and as the current super steep battery tech curve flattens out.

It's truly an 'early adopter' price to pay.

Frustrating, sure, but we'll each need to decide when to dive in and purchase and when to hold our water.

Love this!

Makes a lot of sense - Ford following Tesla's style of dynamic pricing based on supply & demand.

While the Lightning got it's first price drop after many price increases; the little brother: Mach E has had: 2 price drops during my order which has led to a lot of owners not happy either...

 

[CliffGF150]

Price drops like these are just new to auto buyers. As pointed out, almost all other electronic, tech, etc items get price cuts as they age after release- it's called 'sequential skimming' as is one of the oldest pricing strategies around.

The auto industry is seeing it with Tesla, and now Ford. Tesla uses it to balance supply with demand. This will be the new reality for years, until the industry comes to steady state with manufacturing efficiencies, battery manufacturing economies of scale, and as the current super steep battery tech curve flattens out.

It's truly an 'early adopter' price to pay.

Frustrating, sure, but we'll each need to decide when to dive in and purchase and when to hold our water.

and if I don’t get the $7,500? Will ford give it up to get me there? Since the inverse logic was true for their price increase.

possibly. A lot of manufacturers are giving the $7500 instantly in a lease and folks are buying it out immediately after signing. They net about $6000-6500 of the $7500 cash instantly.

 

[Jetsfan17]

Must be nice to get direct, unambiguous, unequivocal communication from your dealer. This is the first I’ve heard about direct confirmation from Ford. I am curious, what does whether the truck was built or not have to do with anything?

don't think that it has anything to do with the actual build date but the fact that I have not yet taken possession. Just a language nuance.

 

[CliffGF150]

Seriously do you stop buying everything that has a price drop after you bought it? Pretty much every electronic device you buy will have a price drop after you buy it because new technology comes out. Do you get this mad at apple when they drop the iphone price?

An EV is an Electronic Device for sure. Interested to see what happens to Lightning values when Cybertruck, Ram and Chevy EVs are on the market…..

 

[TheBigBezo]

While I hear y'all about the cellphone comparisons, I'm not entirely in agreement.

My Lariat ER had an MSRP of 86K, now that same trim with more features can be had for 70K post rebate. That's a massive drop in resale value that appraisers are going to know about.

On top of that, most tech doesn't go up 10% in price and back down in the same 12 month period. It also doesn't help that 15K maybe more were sold post price hike and now the run rate is 12K plus a month so the vast amount of buyers ordering (and hence price protected now) are getting lower prices in the same model year.

It's not like Apple releases a new iPhone, two months later hikes the price towards reservation holders only and then within a year drops it back to normal. At most you won't see a drop in price until a new year of phone is being released.

At the end of the day, it doesn't feel great knowing I paid the peak price for a vehicle with less features. I could have canceled my order but I can't see the future. I would still get the truck, I love it so far, but it does leave a bad taste in my mouth. I didn't buy a Tesla, I don't like Tesla, and now Ford is playing Tesla games. That's not encouraging.

 

[GDN]

While I hear y'all about the cellphone comparisons, I'm not entirely in agreement.

My Lariat ER had an MSRP of 86K, now that same trim with more features can be had for 70K post rebate. That's a massive drop in resale value that appraisers are going to know about.

On top of that, most tech doesn't go up 10% in price and back down in the same 12 month period. It also doesn't help that 15K maybe more were sold post price hike and now the run rate is 12K plus a month so the vast amount of buyers ordering (and hence price protected now) are getting lower prices in the same model year.

It's not like Apple releases a new iPhone, two months later hikes the price towards reservation holders only and then within a year drops it back to normal. At most you won't see a drop in price until a new year of phone is being released.

At the end of the day, it doesn't feel great knowing I paid the peak price for a vehicle with less features. I could have canceled my order but I can't see the future. I would still get the truck, I love it so far, but it does leave a bad taste in my mouth. I didn't buy a Tesla, I don't like Tesla, and now Ford is playing Tesla games. That's not encouraging.

Tesla has set the new bar, they manage and build to demand best they can and adjust prices as needed. The rest will do the same. The days of inflated MSRP's and dealers being able to play the game with you are coming to an end. It'll just be in the open for all to see on the MSRP. Dealers may have some room, but less so moving forward.

 

[Zprime29]

An EV is an Electronic Device for sure. Interested to see what happens to Lightning values when Cybertruck, Ram and Chevy EVs are on the market…..

Sierra EV too! Most are so far away from meaningful production that I'm not concerned. Also, I plan to drive this truck for as long as possible. By the time I only have 70-80% capacity there will be chargers everywhere so it still won't matter to me.

 

[jimfigler]

I friend just took Delivery Friday of her PRO at the old high price, minus some incentives for price protection ($7K-$9K I think). Her out the door financed amount was $57K. It will still cost her more than the new pricing and on top of it all, she still has to pay reg fees on the super high sticker price. Also her sales tax was based on the super high sticker price. I guess she still gets the $7500 fed. This really sucks for her...... and she has no recourse other than a too bad.... What poor timing. I assume the reduction may drive down book values as well.

I don't think $57k out the door is any higher than the current $49974 plus freight, plus tax, plus dealer fees. Even more so if she had any options in the $57k out the door price.

 

[jimfigler]

$49,900-$7500 is getting pretty close…

Except it was $40000 - $7500

 

[Shorevet]

I heard 2nd Qtr 2023 purchasers can stop by any ford dealer for a free tube of lube to offset the pain of getting screwed.

 

[CliffGF150]

Except it was $40000 - $7500

I know you did not clarify your $40K was before a ...LOL. I do not think we will ever see $40K before rebates. Those costs and ships sailed a long time ago and I bet Ford is losing even at the $49.9K price.

 

[jimfigler]

Seriously do you stop buying everything that has a price drop after you bought it? Pretty much every electronic device you buy will have a price drop after you buy it because new technology comes out. Do you get this mad at apple when they drop the iphone price?

show me when apple ever dropped a price. and also this is 8 to 10k not fifty bucks. I cant believe people cant understand why someone would be upset if something they bought a week ago is now $10000 cheaper. it is not like people are complaining they bought something years ago and now its cheaper.

 

[jimfigler]

I know you did not clarify your $40K was before a ...LOL. I do not think we will ever see $40K before rebates. Those costs and ships sailed a long time ago and I bet Ford is losing even at the $49.9K price.

it was $40k before tax credit for many of us.

 

[shutterbug]

show me when apple ever dropped a price. and also this is 8 to 10k not fifty bucks. I cant believe people cant understand why someone would be upset if something they bought a week ago is now $10000 cheaper. it is not like people are complaining they bought something years ago and now its cheaper.

Except Ford isn't competing with apple. It's competing with Tesla. And Tesla had a bunch of price adjustments this year. There are a bunch of sulking Tesla owners.

I can understand being upset, but life goes on. Early last year I was job hunting. One of the offers I got was from Silicon Valley Bank. Had I accepted it, the hit would have been a lot more than the cost of the truck I plan to keep for 10 years.

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