Ford needs to let us buy the pro with extended range

[Skynetf150]

This is the model that will sell best. If this model isn't available to none fleet buyers than the Tesla cybertruck is a much better deal. Waiting on Ford to change their mind before I order one.

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[sotek2345]

This is the model that will sell best. If this model isn't available to none fleet buyers than the Tesla cybertruck is a much better deal. Waiting on Ford to change their mind before I order one.

Not sure I agree with this. The XL (Pro equivalent), is not the best selling F150 trim - that is the XLT. The best selling XL trim is the regular cab and base engine - so folks going for the cheapest option (like the standard range).

Early sales, which will be dominated by early adopters (who typically are willing / eager to spend more), will push the mix into even higher trims. I thought I had read that the results of the survey had far more Lariat and Platinum selections than Ford had been projecting.

 

[Blainestang]

This is the model that will sell best. If this model isn't available to none fleet buyers than the Tesla cybertruck is a much better deal. Waiting on Ford to change their mind before I order one.

The Pro (SR or ER) is by far the best deal among Lightnings, for sure. It's not even close. I don't think it will be the best seller, but it's the best deal.

As far as whether Cybertruck is a better deal, we'll see what Cybertruck pricing is once it's finalized. If they hold prices from Nov. 2019 to now, that would be crazy.

The other thing is tax credits. If Ford has them (temporarily) and Tesla doesn't, that's a big advantage to Ford. If they both get them, then yeah, the Cybertruck could look really good, especially at the higher end.

Of course, there are lots of people who won't consider a Cybertruck, just like they wouldn't consider a Silverado, so for those people, it doesn't really matter.

 

[Pioneer74]

The PRO is a loss-leader. Ford is using the pricing to get a foothold into the commercial electric truck business. That is why they don't want to sell the ER to normal consumers.

It's kinda like a computer printer. Sell the hardware cheap and make money on the ink. Ford is bettng they will make money in the commercial segment with their connective services.

 

[Lamrith]

Aside from on paper specs (which all the Mfg tweak and fudge to make the best on paper) I just do not see the draw of the CT personally. It does not look very usable as a pickup imho. I would think adopters of it are more of the "look I have a tesla truck" sort of buyers than utilitarian truck users.

That will be fords edge (short term) along with the rebate, it will def draw more general truck buyers into the EV realm which is a very large pool of customers. It will also be key to see The Lightnings actual range in the wild. Many believe they are being very conservative with the 230/300 range numbers.

 

[shutterbug]

The PRO is a loss-leader. Ford is using the pricing to get a foothold into the commercial electric truck business. That is why they don't want to sell the ER to normal consumers.

Are you saying that Ford will lose money on every Pro they'll sell? Also, what commercial electric truck business? As near as I can tell, that won't exist until Ford start shipping F150 Lightning. So far, no one else is even planning to sell electric trucks to businesses at this time.

 

[Whoosh]

The PRO is a loss-leader. Ford is using the pricing to get a foothold into the commercial electric truck business. That is why they don't want to sell the ER to normal consumers.

It's kinda like a computer printer. Sell the hardware cheap and make money on the ink. Ford is bettng they will make money in the commercial segment with their connective services.

To those of us that remember polaroid cameras, polaroid sold every camera at a loss, as I remember the breakover for profit was two and a half packages of film (I'm sure this can be verified pretty easily) and we all bought more film than that!

 

[greenne]

Aside from on paper specs (which all the Mfg tweak and fudge to make the best on paper) I just do not see the draw of the CT personally. It does not look very usable as a pickup imho. I would think adopters of it are more of the "look I have a tesla truck" sort of buyers than utilitarian truck users.

That will be fords edge (short term) along with the rebate, it will def draw more general truck buyers into the EV realm which is a very large pool of customers. It will also be key to see The Lightnings actual range in the wild. Many believe they are being very conservative with the 230/300 range numbers.

Ford is making moves to dominate the commercial market. I seriously doubt anyone is going to buy the CT for business. Its not designed for the work environment, the look is polarizing, I am sure the aftermarket accessories limited. In addition there is no fleet type setup at Tesla, etc. The Hummer is too expensive/exclusive for most business use, and the silverado is still a ways away.

It may be early in the game, but Ford is making moves to bring in fleet/commercial buyers in droves. Outside of early EV adopters..I really don't see too much cross shopping between CT and f150 within a few years.

 

[Lamrith]

Ford is making moves to dominate the commercial market. I seriously doubt anyone is going to buy the CT for business. Its not designed for the work environment, the look is polarizing, I am sure the aftermarket accessories limited. In addition there is no fleet type setup at Tesla, etc. The Hummer is too expensive/exclusive for most business use, and the silverado is still a ways away.

It may be early in the game, but Ford is making moves to bring in fleet/commercial buyers in droves. Outside of early EV adopters..I really don't see too much cross shopping between CT and f150 within a few years.

I agree which makes it all the more frustrating for them to not offer the pro with extended battery to everyone. It literally would be a market steal option versus the CT. Maybe Ford realizes they will not be able to keep up with demand if they offered the long range cheap option to everyone and are limiting it for that reason?

 

[shutterbug]

Maybe Ford realizes they will not be able to keep up with demand if they offered the long range cheap option to everyone and are limiting it for that reason?

That's the most likely scenario. Also they really want us normals to step up to Lariat or Platinum, but also realize that there are lots of small businesses that don't qualify as fleet sales but aren't going to drop $50K on a work truck. For example, the guy who does yardwork for me. If he were to buy a new truck, the Pro with a smaller battery makes perfect sense for him. There is no way he would every buy that thing that looks like Pontiac Aztec.

 

[Pioneer74]

Are you saying that Ford will lose money on every Pro they'll sell? Also, what commercial electric truck business? As near as I can tell, that won't exist until Ford start shipping F150 Lightning. So far, no one else is even planning to sell electric trucks to businesses at this time.

I'm telling you exactly what the "product specialists" at the employee event told me. They may not lose money on every PRO ER sold, but they probably aren't making very much on the either.

 

[Pioneer74]

I agree which makes it all the more frustrating for them to not offer the pro with extended battery to everyone. It literally would be a market steal option versus the CT.

So, you want Ford to make very little to no money on every PRO ER just to outsell Tesla?

I guess they'll make it up on volume.

 

[shikataganai]

The PRO is a loss-leader.

https://www.thedrive.com/news/40696/how-ford-built-an-electric-f-150-that-can-do-real-work-for-40k

Ok, you might say, so Ford has decided to take a hit to get this thing out the door—they're talking about synergies and streamlining the process to disguise the fact this is just something they've gotta take the pain on for now. Well, no—according to Palmer, the F-150 Lightning is genuinely built to be profitable. "Another point for us is that our target is that we must be margin positive on all of our BEVs," he explained

"Otherwise the company doesn't want to push them and the dealers don't want to sell them. And that doesn't work if we're going to be volume in this market. Therefore, this is a margin positive product," Palmer continued.

 

[shikataganai]

That leaves it possible that individual trims may be margin negative, of course, but I'd guess that it's just closer to cost than the other padded trims.

 

[Maxx]

Aside from on paper specs (which all the Mfg tweak and fudge to make the best on paper) I just do not see the draw of the CT personally. It does not look very usable as a pickup imho. I would think adopters of it are more of the "look I have a tesla truck" sort of buyers than utilitarian truck users.

I made a CT reservation dispite it’s look, not because of it (it has grown on me over time though) and I agree with OP that once you are in $50K range, CT is a better deal.

The PROs of the base PRO over CT1 for me:

• More usable bed design and flat roof.
• full size spare tire
• Dual motor / 4WD
• a body and design that has been around (existing after market mods and easy to work on)
• Don’t have to worry about TESLA haters shooting at my door or throwing rocks at my windows.
• CT1 is a low priority truck for Tesla that will come online late or may never be built. PRO is more likely.
• Battery may be more reparable than CT once out of warranty (to be seen)

The PROs of CT2 over XLT at $50K:

• 6.5 foot bed
• 300+ mile range
• Adjustable suspension with great ground clearance
• 3000 Ib payload
• holds 6 people
• Tesla charging network
• I expect it to be more efficient at high speed with aerodynamic top and bottom.
• Glass roof
• standard auto bed cover and tailgate ramp
• No paint scratches and polishing to worry about
• heat pump (vs resistive element)
• If 4680 battery pans out, it may have a million mile battery.
• A lot of goodies like great sound system, 4 wheel steering that does not exist or come only as option in lightening.
• I am not sure if the though body and glass is a Pro or Con yet.

As is, I probably end up with a base Pro simply because it will most likely be available to me earlier.

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