Ford dealerships have started receiving units of the all-electric F-150 Lightning and are implementing massive changes in the market despite strict orders from the company months ago not to do so.

In Florida, at Gary Smith Ford in Fort Walton Beach, the Ford F-150 Lightning Pro, which sells for $69,554, has doubled in price thanks to the dealer’s applied price. The cost of the truck after accessories and market modification exceeds $140,600.

Credit: RDeFran | Lightning Forum F-150

Photo submitted by RDeFran, member of Lightning Forum F-150that a friend sent for the photo on vacation.

After Ford announced the start of production of the F-150 Lightning in late April, the company began sending a message to dealers warning them of the stringent repercussions that can come from applying an agent’s marks.

“Selling any F-150 Lightning FCTP (Ford Courtesy Transfer Program) dummy unit to an end customer before all in-service requirements are met will result in a $25,000 fine, unless the FCTP dummy unit can be replaced with an F-150 Lightning within 90 days,” Ford said in its call to dealers. “This will also make the unit ineligible for any hash reward cash incentives and reimbursement of any FCTP 30/60/90/120 day incentives, and make the agent ineligible for future FCTP Mannequin programs.”

This hasn’t necessarily stopped some merchants from applying markups. DCH, like DCH Ford of Thousand Oaks in Westlake Village, Calif., also had several big marks on its F-150 Lightning units. Another Ford dealership in Napa, Calif., had a 2022 F-150 Lightning Platinum listed for about $134,000, or about $40,000 above MSRP.

Ford dealerships challenge corporate orders with crazy F-150 Lightning brand

Ford has ambitious plans for the F-150 Lightning and plans to build at least 160,000 units of the vehicle per year. The vehicle is part of the automaker’s massive shift to electrification, which it recently pledged to invest $3.7 billion in new electric vehicles (Unfortunately, ICE), which will create an additional 6,200 UAW jobs. .

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Ford dealerships apply $69,554 to F-150 Lightning despite company orders

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