Many Ford dealerships are taking advantage of strong demand for the F-150 Lightning electric pickup truck and grossing it up to $ 30,000.

Among many other things, a large The underrated thing Tesla did was put the car dealership model into perspective.

Tesla’s direct-to-consumer approach isn’t perfect, but it has shown that there is a major problem with having very different prices between different dealerships for the same vehicle.

This is something that is amplified by automakers using the dealership model by also adopting a reservation process when launching a new electric vehicle. And it’s even more magnified when the new electric vehicle in question is as popular as the Ford F-150 Lightning.

As we reported earlier, Ford has around 200,000 reservations for the electric pickup truck and its dealers are currently trying to convert them to orders.

With Ford reportedly planning to produce just 15,000 Lightning trucks in 2022, 55,000 in 2023 and 80,000 in 2024, it will be difficult to secure a unit over the next few years, even with a reservation.

Several reservation holders report that their local Ford dealers ask for significant markups on top of the Manufacturer’s Suggested Retail Price (MSRP) to secure an order.

The community on the ElectricVehicles subreddit is keeping track of dealer markups for a bunch of different EVs and putting together a very useful tool.

Reports from Ford F150 Lightning buyers are starting to be added to the dataset and it shows that several Ford dealers are trying to convert orders with a mark-up of up to $ 10,000 per vehicle.

We’ve even heard of a dealership in Virginia trying to ask for $ 30,000 to try and get an F-150 Lightning from the first batch to be allocated to his dealership:

The good news is that some Ford dealers have pledged to offer the F-150 Lightning for MSRP, which starts at $ 53,000 for the mid-level XLT, and a base “Pro” version is expected to start at around $ 40,000. .

Taking Electek

To be fair, this doesn’t just happen to the Ford F-150 Lightning, or even electric vehicles for that matter.

Many popular pickup trucks are difficult for buyers to get their hands on right now, and many dealers are making significant changes to them.

But this is new to many electric vehicle buyers and is amplified by the strong demand for the Lightning.

It is going to be important to shop around for a good dealer.

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