Maybe Ford just doesn't want to sell F150 Pro at $39k instead of an ICE truck?

[RickKeen]

Speculating why Ford would not want to keep selling the Lightning Pr for $39k. Some people say they lose money on each one, but I think that is unliklely.

I do however hink they make _less_ profit compared to selling a comparable ICE model. And the EV is a much nicer truck in many ways (cheaper to operate, etc). So they keep the price higher on the EV to make the same margin as the comparable ICE model so as not to cannibalize their own profits.

Ford has an interesting tightwalk to navigate - how to gain market share over other EV truck sellers without losing market share of their existing ICE truck business to their own EV. A classic business problem.

History tells us that very few companies learn to navigate this dilemma. The ones that do tend to be in the "never look back" mindset a lot more than the "protect the cash cow legacy" mindset.

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[Maquis]

Ford is losing money on EVs. The only reason they’re not priced higher is that the market won’t allow it (sales would go into a death spiral).

 

[Blainestang]

A comparable gas truck is WAY more money than $39k, now.

The absolute cheapest, ZERO-option, gas-powered XL-trim Supercrew 4x4 is now $50k.

And that's with no frunk, WAY less power and torque, no ProPower, etc.

I'm really glad to have gotten one for $39k, but yeah, it would be crazy for Ford to sell them at $39k. I'm sure they'd be making way less money, and they'd cannibalize a ton of gas sales because it's a far, FAR better truck than a $50k gas truck for many use cases.

The $39k was clearly a "promotional" type price from the beginning since it was $13k cheaper than the XLT, which is only about $4k worth of options "better" than the Pro with normal option pricing.

 

[Scorpio3d]

Don’t forget they also had to give away the farm to the unions, so I am sure their cost to produce anything now is quite a bit more. Production costs should come down with more volume, economies of scale and development cost spread out over more vehicles!

 

[RickKeen]

(Well I might be living in 2022 prices - my intention was to reference whatever the bottom of work trucks is these days).

My point being that for a given price point, Ford would rather sell an ICE truck because it has higher margin than a comparably-equipped EV. But the EV in many ways is a better truck just by virtue of being an EV. So they add a premium price onto the EVs.

But long term, they know they need to ramp up volumes on the EVs or they will never get the economies of scale to hit the price points...

At some point, Ford needs to rip off the band-aid.
If they could get the EV down at the same price point and somewhat close to the margins as they have on ICE, they should cannibalize their own ICE sales because they will also be taking market share from GM, Ram, and Toyota, and staving off Tesla from eating their lunch.

 

[swajames]

No one else is/was able to sell anything comparable to the Lightning for 39K either.

 

[Randall Stephens]

The hybrid push is smart and what most people want. Expect T3 to be lower volume as well and see a plug in hybrid version come to market at some point

 

[JRT]

If I were buying an ICE it would be the V8 not the hybrid. I don't want 2 powertrains to maintain.

 

[CD4TNF]

Here's the cheapest gas trucks for comparison.

Cheapest Pickup Trucks You Can Buy in 2025: Inflation Edition (motortrend.com)

• 1. 2025 Ford Maverick XL | $27,890
• 2. 2025 Hyundai Santa Cruz | $29,895
• 3. 2025 Chevrolet Colorado | $34,000 (MT est.)
• 4. 2025 Toyota Tacoma | $33,500 (MT est.)
• 5. 2025 Nissan Frontier | $33,560
• 6. 2025 Ford Ranger XL | $34,815 (MT est.)
• 7. 2025 GMC Canyon | $38,595 (MT est.)
• 8. 2025 Chevrolet Silverado 1500 | $38,995
• 9. 2025 GMC Sierra | $39,200 (MT est.)
• 10. 2025 Ford F-150 | $40,605

 

[Pioneer74]

And the Ford F150 on that list isn't even close to a comparable PRO. The cheapest crew cab 4x4 XL is $50,000.

 

[BlueLightning]

Sell, Sell, Sell!!!

 

[Kev12345]

They chose $40,000 because that’s what Tesla claimed the cybertruck would start at. Ford wanted to beat Tesla to market at the same price. Little did they know…

 

[Kev12345]

Sell, Sell, Sell!!!

That’s one hell of a misleading headline and first paragraph… $1000 per truck, not $22,500

 

[rockhead]

If I were buying an ICE it would be the V8 not the hybrid. I don't want 2 powertrains to maintain.

Because if there's one thing we can all agree on its the blistering hard maintenance required for the Lightning

 

[Ricks Lightning]

That’s one hell of a misleading headline and first paragraph… $1000 per truck, not $22,500

I read that last night thinking I got screwed. But the headlines screwed us. The first 9 vehicles sold from outside stock between oct 15- nov 15, dealer gets 1000. Bonus per Truck. Then it turns to 1500. It’s a max payout of 22,500 total. These have to be purchased from their area stock. Not special orders.
Yes, misleading and basically dealer has an incentive to clear inventory outside of what’s on their lot.
Rick

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