By on May 20, 2021

Ford F-150 Lightning

The Ford F-150 Lightning has been the hot topic of the day in the auto world since its unveiling last night, and we here at TTAC HQ are no exception.

Just this morning, our Slack discussion was about the truck’s sales potential. We came to the not-at-all surprising conclusion that yes, it will sell.

Early data seems to suggest that we’re right about that. Ford opened up reservations last night, at $100 a pop, and the company claims that during the first 12 hours, 20,000 folks have already raised their hands to plunk down a Benjamin to get a spot in line.

Those who plan to put more of their money where their, uh, money already is will have to actually order their truck later this year. Ford is also saying that first-year production may be limited but didn’t toss out a number.

If you’re wondering, Tesla also put a $100 price tag on reservations for its futuristic-looking Cybertruck and claimed to get 250,000 reservations within five days of its unveiling. Of course, that truck was first shown in November 2019 and doesn’t appear close to production, while Ford plans to have the first Lightnings on lots about a year from now.

Regardless of whether the Ford is on sale before or after the Tesla, one thing seems certain — Ford will move Lightnings a plenty.

[Image: Ford]

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37 Comments on “Ford Claims 20K Lightning Reservations Already...”


  • avatar
    PeriSoft

    Looking forward to another thread full of angry people whose personal identities depend on strangers not wanting a product they don’t find useful.

    • 0 avatar
      Lynchenstein

      On Autoblog it’s quite comical reading about the folks who need to haul thousands of pounds, thousands of miles weekly yelling that this truck is a failure.

    • 0 avatar
      IH_Fever

      Kind of like the “if you drive a truck you’re compensating, I’ll stick with my econobox” crowd. :) It’s a cool truck, just not for everyone.

  • avatar
    28-Cars-Later

    I actually believe them.

    ” Ford is also saying that first-year production may be limited but didn’t toss out a number.”

    ADM incoming.

  • avatar
    turbo_awd

    Not surprised at all. I’m not a truck guy (buying out my Stinger lease in the next week as my last gas car, I think), but even I was interested in this as a bang-for-buck home run.

    If they can do a minivan version of this, I’d consider it when it came time to replace our ’15 Town and Country..

    • 0 avatar
      spookiness

      I drove a T&C plug-in hybrid last week for about an hour in-town and it was nice, but I have no need for such vehicle. I do like the smooth & quiet nature of EVs & PHEVs though.

  • avatar

    I’m curious what they have planned for production volume. Even if you exclude the XL, the XLT price seems pretty attractive, enough for close to 6 figure annual sales maybe?

  • avatar
    ajla

    “Ford is also saying that first-year production may be limited but didn’t toss out a number.”

    Can you ask them why?

    • 0 avatar
      Art Vandelay

      Id assume both batteries and the fact that everything is currently constrained due to chips/rubber/whatever shortage crops up next week.

      I wouldn’t commit to a number either.

    • 0 avatar
      EBFlex

      “ “Ford is also saying that first-year production may be limited but didn’t toss out a number.”

      Can you ask them why?”

      Ford doing Ford things? Look at all the delays for the fake Bronco. Excuse after excuse after excuse. Ford has real issues bringing anything to market.

  • avatar
    tane94

    Is it a refundable $100 deposit? If so, I’m not impressed.

  • avatar
    SaulTigh

    I live under a rock, so I eagerly clicked on this thinking it would be a tuned 7.3 gasser, but it appears I was mistaken. I guess I’ll back to my rock. :(

  • avatar
    EBFlex

    “Ford claims”

    That’s all you need to know. Wonder what the real number is? 5k? 10k?

    And it’s a refundable deposit. Cancellation rate for the Model 3 was between 12% and 23%. This is literally Ford just vomiting out a press release.

    Unimpressive numbers for an unimpressive truck with a terrible range. Ford has no idea what they are doing with electric vehicles. Just throw sh*t at the wall and see what sticks. Imagine if they took all the resources they spent developing three mediocre EVs and just developed one good one? The results may be something tying up a hundred bucks for.

    • 0 avatar
      dal20402

      So you actually think Ford would commit securities fraud by lying about this, for bragging rights? Good grief.

      • 0 avatar

        I mean I’m really not a Ford fan (I almost despise them based on past experience). But I see no reason to doubt those numbers, this is a compelling package at a fair price.

        • 0 avatar
          EBFlex

          “I mean I’m really not a Ford fan (I almost despise them based on past experience). But I see no reason to doubt those numbers, this is a compelling package at a fair price.”

          I don’t see a truck with a horrible low range and very long recharge times at a very high price a compelling package.

          Reality is it’s actually the complete opposite. It’s a [email protected] effort meant to be a compliance vehicle. They took the engine out and put in a plastic tub. Big deal.

      • 0 avatar
        EBFlex

        “ So you actually think Ford would commit securities fraud by lying about this, for bragging rights?”

        Based on how they have and continue to lie and deceive I absolutely do. Plus it’s not like they can get caught. If the SEC wanted to investigate, Ford would just say that people have cancelled.

        • 0 avatar
          dal20402

          I shouldn’t engage with such dumb arguments, but it would be a matter of 15 minutes of a first-year lawyer’s time for the SEC to request all reservation information from the beginning.

          If big companies are going to lie to the public and their investors, they don’t do it over $2M worth of refundable deposits.

          You hate Ford, and that’s your right, but try to channel your hate a bit more intelligently.

  • avatar
    dusterdude

    It will do well , especially with fuel prices increasing ( and they always will going forward ). I’m not a Ford fan boy or Ford hater as others are , but I can see this truck having an appeal for a lot of customers , even with its limitations

    • 0 avatar
      JMII

      Given what most people do with a truck (IE: just commute) the limited range doesn’t seem that bad. However range anxiety is cold splash of reality on the EV adoption rate.

      I think this vehicle is a watershed moment for EVs. The F150 is most popular selling vehicle in the US (for reasons I still don’t understand), so if an EV version of it doesn’t sell then nothing will. Gone are all the normal EV complaints: it looks like a normal truck, it has big HP and TQ numbers plus a monster towing capacity. The only thing it doesn’t do is roll coal or have a V8 rumble. Now many get a truck just for the macho factor and EV’s don’t offer that despite the performance numbers. However I bet many would buy this IF they test drove it and felt the power (based on the specs).

      Still many will claim this isn’t enough “real” truck and just keep spending $60 a week in gas just to drive to work.

      • 0 avatar
        ajla

        “Now many get a truck just for the macho factor”

        YMMV, but I’d say the “macho” part of a half-ton truck these days is the form factor, not the engine. The ICE engines in those trucks are a smattering of lower displacement turbos, eurodiesls, fleet V6s, and yeoman V8s. The GM 6.2L and TRX are the only two that really flop their d*ck out under the hood.
        The Lightning still has that big truck form factor. Plus they named it “Lightning”

      • 0 avatar
        EBFlex

        “The F150 is most popular selling vehicle in the US”

        Until Ford releases the amount of F150s sold, that is complete speculation.

        • 0 avatar
          JMII

          39 years of domination…

          https://www.forbes.com/wheels/news/best-selling-cars-suvs-pickups-2020/

          https://www.cnbc.com/2021/01/08/pickup-trucks-dominate-americas-10-best-selling-vehicles-of-2020.html

          So no speculation required, the F150 has a sizeable margin over the #2 Silverado and #3 Ram.

          • 0 avatar
            EBFlex

            “39 years of domination…”

            Neither of those links provided point to F150 sales or prove the assertion that the F150 is the most popular vehicle in the US.

        • 0 avatar
          DenverMike

          Just call it one of the most popular, top selling, most loved vehicles on the planet. The rest is splitting hairs anyway.

          No matter, the most popular, most favored, best loved restaurant in town will have always its haters. Or bar, gym or whatever. They end up sounding like fools regardless, especially when they’re spouting off.

          The rest of us would hate to be them, but-hurt individuals, etc.

        • 0 avatar
          Art Vandelay

          Yes, Ford combines sales numbers for heavy and light duty trucks that share cabs, interiors and other components….just like everyone else. Well except Ram…they combine 3 that are barely related.

  • avatar
    deanst

    As I said yesterday, Ford will make less on these than a comparable ICE pickup. They will sell enough to be competitive, but can’t afford to sell in huge volumes and thus kill their profitability.

  • avatar
    bunkie

    I’m particularly excited by the prospect of much hand-wringing by the usual suspects when they realize that Ford, with one stroke will have turned many opponents of the EV tax incentives into consumers of said incentives.

    • 0 avatar
      golden2husky

      Indeed. You won’t see them turn those incentives down, either. Much like those who scream “socialism” are more than willing take their social security and Medicare – arguably the most socialist of all US government programs…

  • avatar
    Lichtronamo

    The F-150 IS the Ford Motor Company. Smart move to offer both a PHEV and full EV model along side a full range of ICE. Can only help Ford in the long run transition to full EV. That the F-150 can be adapted to full EV in this manner is impressive. Have to assume as battery tech improves, so does the F-150. The version offered initially (crew cab/5.5ft. box) points to people using the vehicle as a family car, not a work truck. Also smart on FoMoCo’s part. People can hate on this all they want, but it’s a foot hold in the market and the start of moving to full EV. Ford is doing well out of the gate with the Mach-E and F-150 and will do more with the access to the VW MEB platform.

  • avatar
    SCE to AUX

    To quote Shania Twain: “That don’t impress me much.”

    Tesla had 115k reservations for the Model 3 in the hour *before* it was revealed, and those were $1000 each. I was one of them, and I and many others eventually canceled – up to 40% I think. That number went over 500k, and that’s for a sedan.

    20k reservations in the largest vehicle segment may have Ford worried.

    • 0 avatar
      DenverMike

      Whatever but Shenia was most impressed by a dude they called Mutt. The marriage ended after the dog cheated on her by the way.

      The Lightning is just an other F-150 motor choice, not a lifestyle. Tech geeks aren’t impressed either. Teslas are the ultimate geewiz gadget on wheels.

      Even though the F-150 is a top seller, the pickup segment is relatively small by volume and the majority of US drivers could never pilot, park or stomach such a big beast.

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