Dealers asking for $5K - $30K ADM markup on 2022 F150 Lightning!

[Joe]

Called my dealer today and got the last available (10th) priority slot as well.

I’m a new customer, so not sure why, but I’ve spoken with them a few times over the last few weeks and have always been polite and understanding. Maybe that did it? Anyway, all of a sudden a 2022 truck is a possibility now! Here’s hoping the priority spots actually get a truck…

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[jefro]

"Offered 100$ gift card and got prioritized I got lucky"

Oddly doesn't seem to be illegal.

$5K markup isn't bad. The Prowler went on sale for something like $35K. Saw one in front of a dealer and asked how much. Rotten salesman said something like look at the window. OK, silly me I walked over to see a $75K price tag. I asked about a Ford GT (original) and it was $200K over sticker. There you go. However I did buy a brand new $42K Bolt EV for $22K out the door. I've also usually paid $7K-$15K less than MSRP for the other F150's I've bought.

Everyone over the age of 5 ought to know how supply and demand works. Ford and others have acres of models that are supposedly waiting for parts. I assume that when those parts show up the makers will have to put them on the lots. When I worked at one place they got suppliers to own all the supplies until the item was shipped. If Ford and others are able to do it and you know they can there is a lot of supply chain companies waiting for their money.

 

[FordLightning]

"Offered 100$ gift card and got prioritized I got lucky"

Oddly doesn't seem to be illegal.

$5K markup isn't bad. The Prowler went on sale for something like $35K. Saw one in front of a dealer and asked how much. Rotten salesman said something like look at the window. OK, silly me I walked over to see a $75K price tag. I asked about a Ford GT (original) and it was $200K over sticker. There you go. However I did buy a brand new $42K Bolt EV for $22K out the door. I've also usually paid $7K-$15K less than MSRP for the other F150's I've bought.

Everyone over the age of 5 ought to know how supply and demand works. Ford and others have acres of models that are supposedly waiting for parts. I assume that when those parts show up the makers will have to put them on the lots. When I worked at one place they got suppliers to own all the supplies until the item was shipped. If Ford and others are able to do it and you know they can there is a lot of supply chain companies waiting for their money.

Almost everyone understands supply and demand, and free market. Why do you think some of us our considering other options?

We also get to freely express our frustration. If this was the original intention from Ford, then reservations should have only been taken through dealers and I would have went a different direction. Treating customers poorly will not be rewarding to the dealers or Ford long-term. Heck, I can keep my same vehicles for another 5 years and use my money somewhere else.

I am the demand side of this equation.

 

[AgieF150]

Almost everyone understands supply and demand, and free market. Why do you think some of us our considering other options?

We also get to freely express our frustration. If this was the original intention from Ford, then reservations should have only been taken through dealers and I would have went a different direction. Treating customers poorly will not be rewarding to the dealers or Ford long-term. Heck, I can keep my same vehicles for another 5 years and use my money somewhere else.

I am the demand side of this equation.

I agree with you, if I keep driving my ICE truck, I will be spending not anymore then 500-600 per year extra, if I drive 12k per yr as normal folks

 

[DadBald]

Everyone over the age of 5 ought to know how supply and demand works.

Thanks for belittling everyone with an opposite opinion.

The issue here is NOT supply and demand, though it is related. Dealerships are taking advantage of the current supply and demand situation. If it was true supply and demand, Ford could mark up accordingly, and for good reason: they made a desirable product. Manufacturing issues aside, they deserve to be rewarded for that. But that's not what's happening.

Dealerships who get vehicles from Ford for fixed prices - always have, always will, with no change due to "supply and demand" because they are literally allocated items to sell from the manufacturer - are now marking up because of a lack of supply and big demand. They're having sales handed to them and making big profits, taking advantage of both Ford (desirable product, low supply) and the consumer (high demand).

I see no difference between this and your average eBay scalper. None whatsoever. I despise both.

We had been promised a price from Ford, which they are honoring, but now someone else is getting in the way with their greed. It's unfair for everyone, and changing the customer-base to those who can afford to play the middle-man's games.

 

[rydfree]

I've got no skin in the game because a Lightning interests me as much as a Chevy Bolt. But what I will say is this..

1) MSRP is just just Manufacturer Suggested Retail Price. It's not set in stone by the manufacturer. Dealers are welcome to charge as much above or below MSRP as they choose.
2) No one in this thread has complained of dealers offering below invoice pricing. In this day and age, it's unheard of. I know, even getting AZXD pricing is tough enough, getting 3-4% below invoice takes lot of phone calls/emails to find one willing to do it.

Just the ramblings of a gas guzzling V8 owner...

You would think dealers are welcome to charge below invoice but I'd suggest visiting the Bronco forums and see how well that has went . Ford penalized dealers for doing such things as offering Bronco reservationist a great deal .

 

[rdr854]

You would think dealers are welcome to charge below invoice but I'd suggest visiting the Bronco forums and see how well that has went . Ford penalized dealers for doing such things as offering Bronco reservationist a great deal .

My understanding was that the penalty was for advertising the low price, not for the actual transaction price.

 

[rydfree]

My understanding was that the penalty was for advertising the low price, not for the actual transaction price.

So they just can't tell people they will give them a deal . That's much better ,LOL .

 

[3DogKnight]

Update: don't forget that there are still honest MSRP dealers out there -- see List: F-150 Lightning dealers that do / don't apply ADM (price markup)


Way to go Rodman Ford. Definitely won't be ordering from you. Anyone else's dealers come up with these ADM schemes yet?

If you thought $5K ADM was a lot check Koons Falls Church asking for $30K over MSRP!!

At Rodman Ford you don't just get the rod, you get the shaft.

 

[Richs1stEV]

Is it time we demand to end the monopoly of dealerships? States should change the laws and allow consumers to purchase directly from the manufacturer.

 

[F150ROD]

Is it time we demand to end the monopoly of dealerships? States should change the laws and allow consumers to purchase directly from the manufacturer.

I dont think it needs to change. There is always a market for those who want to make a purchase same day and are not willing to wait. I think there needs to be a separate option added where you are allowed to buy directly from Ford and the dealer works as a delivery center only, this includes just signing loan docs and what not. All loans should be completed prior to delivery.

 

[techguydave]

I dont think it needs to change.

The laws do need to change. Ford can't open a Ford-owned showcase/delivery center because the dealerships have a stranglehold on politicians. And if you think dealerships will take kindly to Ford deliveries with no financial product upsell as well as a vehicle they'll sell themselves and make much more money on, I've got an island in Iowa to sell you.

If they need to exist, fine. But let the manufacturers compete with them.

 

[EaglesPDX]

Is it time we demand to end the monopoly of dealerships?

It’s a weird system. Too many dealers to call it a monopoly. Dealers are under franchise regs. It’s a relic from early days of post WWII auto mfg to prevent the big corporations from abusing monopoly.

Oddly it doesn’t seem to add to the cost, well maybe not that oddly. If there wasn’t the dealership the mfg would have to open one itself as Teslas does with the same overhead and costs.

I just emailed my designated dealer my reservation number and asked about ordering. See what happens. I’m a first day reservation and figure in the 10-20k range.

 

[F150ROD]

The laws do need to change. Ford can't open a Ford-owned showcase/delivery center because the dealerships have a stranglehold on politicians. And if you think dealerships will take kindly to Ford deliveries with no financial product upsell as well as a vehicle they'll sell themselves and make much more money on, I've got an island in Iowa to sell you.

If they need to exist, fine. But let the manufacturers compete with them.

Its always either A or B with us in this country, for some reason it cant ever be a compromise lmao......

Dealers would have a product to sell, in-stock vehicles with Market Adjustment. They could also sell extended plans, accessories, service contracts, "Nitro filled tires" that garbage "protection package" or that fake alarm....... the difference would be that the dealer would not be able to add any of that crap to a factory ordered vehicle without the customers approval.... it's really not that hard.

The majority of people are unwilling to wait 3-4 months for a car, the dealers would be fine and those of us willing to wait would get what we need.

BTW, Ford already does this with Overseas Military Customers, my first Ford Escort ZX2 was purchased overseas and delivered to a dealer of my choice all paperwork was sent to Ford directly including loan docs.... so again, it's about compromise and NOT ONE OR THE OTHER

 

[Whiskey]

I agree with you, if I keep driving my ICE truck, I will be spending not anymore then 500-600 per year extra, if I drive 12k per yr as normal folks

12000 miles / 20 miles per gallon times $3.50 a gallon if you can find that price is 3 times what you claim???? And I got a feeling it’s gonna get worse.

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