And then there’s the Hummer EV Pickup, which is basically unobtainium for now until GM ramps up production. What other electric pickup are you going to buy? There’s the Rivian R1T, but that’s both considerably smaller than the Lightning and goes for even more money. However, the “competitiveness” angle is where Ford has truck buyers where it wants them. The vinyl-covered, base-spec work truck version of the Lightning is now an over-$60,000 proposition, and when you know where the price started from, it’s impossible not to feel a little depressed about the truck’s competitiveness. It makes some sense - nothing sells better than the F-150 in the United States.Īlmost two years later, though, and Ford’s ability to brag about profiting at that eye-popping low price is kaput. In a nutshell, Ford promised that it could still turn a profit on the Lightning at its original price because of scale and parts sharing with the gasoline F-150 and its other EVs. I was curious myself how Ford managed to price the Lightning as low as it did originally, and when queried in 2021, Ford’s general manager for its battery-electric vehicle division, Darren Palmer, had answers. You might be thinking to yourself that the original price was simply too good to be true. No matter the reason/excuse, though, such a price increase in such a short period of time is simply unfathomable for any vehicle. What in the blazes happened?Īccording to Ford, materials costs, supply chain struggles and market factors happened. Today, that same truck will run you $61,869. When Ford launched the Lightning for the 2022 model year, the Pro started at a dumbfoundingly good price of just $41,769. The 2023 Ford F-150 Lightning Pro that just left my driveway is a prime example of how pricing changes can shift your whole perspective on a vehicle.
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