Lightning Strikes: Ford Jacks Sticker of EV Pickup … Again

Matthew Guy
by Matthew Guy
lightning strikes ford jacks sticker of ev pickup again

Do you remember when suits at Ford breathlessly announced their all-electric F-150 Lightning was priced at a sliver under $40,000? Pepperidge Farms remembers – and TTAC does, too. Hot on the heels of a price increase two months ago, the least expensive Lightning now stickers for an alarming $53,749.

That includes a destination fee of $1,795, by the way, which the original sub-$40,000 figure did not. Still, tacking roughly $12,000 onto the price of a vehicle once priced around forty large represents a 30 percent hike. Imagine if GM’s recently introduced Corvette Z06 suddenly jumped to $130K after being touted for ages at a shade over six figures, or if gas prices rocketed from $4.00 a gallon to $5.20 overnight. People would riot. Well, maybe not about the ‘Vette but definitely about the fuel.

What’s the root cause? The usual suspects of inflation, material costs, and supply chain issues. I’m surprised they didn’t mention Covid or that Mercury was in retrograde, to be honest. For what it’s worth, the base Pro trim is the only one in the Lightning line to see a second price increase – for now, at least. Back in the good old days of, well, earlier this year, Ford was mouthing platitudes to economies of scale and parts sharing with other full-sized trucks in its line as a method of holding the Lightning’s price at bay.

Those assertions have gone out the window like rice being scattered at a wedding. Execs are now talking in hushed tones about rising commodity costs and a towering inflation rate. Specifically, the company has proactively warned investors its Q3 earnings will look like a battered hamster thanks to lofty supplier costs and a lack of parts with which to finish vehicles.

Helpfully, the pencil-necked accountants lurking around the Glass House chose to break out Lightning sales from F-150 deliveries, a decision which permits us to learn the company sold 8,760 of the things so far this year and just over 1,900 last month alone. With a total of 467,307 F-Series trucks finding new homes to date in 2022, Lightning represents just shy of 2 percent of that volume. This is about one-third the take rate of the E-Transit compared to total Transit sales: 4,387 vs 68,333.

[Image: Ford]

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  • 285exp 285exp on Oct 07, 2022

    They didn’t really want to sell the Pro model to retail customers, or they would have offered the big battery as an option. The $40k Lightning existed for same reason as the $35k Model 3, just so they could say they had one. A $40K Lightning actually makes sense for local municipal, utility, and contractors trucks, don’t need a lot of range, has its own AC power source without having to carry a generator, bring it back to the depot and plug it up for the next day. At $53k it’s not so compelling. A 230 mile range truck, closer to 100 towing even small loads, is a truck for regular retail customers who don’t really need a truck.

  • Nobsartist Nobsartist on Oct 19, 2022

    After watching hoovies garage and seeing the lack of towing range, I don't see much of a future for this overpriced junk. On the other hand, my 1994 F150 is worth a lot more than it was worth 5 years ago due to ford's poor product planning....

  • MelanieRichardson GOOD
  • El scotto @jwee; Sir, a great many of us believe that Musk is somewhere (pretty high) on the spectrum and move on.I work on the fringes of IT. Most of my presentations get picked over extensively and intensely at meetings. I'm smart enough to know I'm not that smart and willingly take advice from the IT crew. I bring them Duck Doughnuts too. We also keep a box of Crayolas in the meeting room.At one meeting an IT guy got way into the details of my presentation, the meeting went long as we discussed my target audience. Same IT guy insisted it was a disaster and would fail miserable and that I was stupid. Yeah, F-boms get dropped at our meetings. I finally had enough and asked if he was such an expert, did he want to stand up in front of 30 senior executives and give the presentation? His response was a flat "NO". He got the box of Crayolas. For you non-military types that means shut up and color. Musk is the same as that IT guy, lots of gyrations but not much on follow-through. Someone just needs to hand him a box of Crayolas.
  • FreedMike The FJ Cruiser would be a better comeback candidate. The gang back at Toyota HQ must be looking at all those Broncos flying off Ford lots and kicking themselves.
  • Tassos 2015 was only 7 years ago. $58k is still a whole lot of $ to pay for a vehicle. FOrtunately one can buy a flagship vehicle with great active and passive safety for half this amount, if one does the SMART thing and buys a pre-owned luxury flagship vehicle. they have historically been SCREAMING BARGAINS. A breadvan on stilts SUV, wether the more compact Macan or the more bloated Cayenne will never pass as a Flagship Vehicle. No matter how well it drives or how reliable it suprisingly is. It still is a breadvan on stilts.
  • Sean Ohsee Bring back the 100 series and its I6 diesel.