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Most Dealers Are Not Marking Up The 2022 Ford F-150 Lightning

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As Ford Authority reported last month, a number of 2022 Ford F-150 Lightning reservation holders were recently surprised by dealer markups that reached as high as $30,000 in one instance. This came as no major surprise, given the fact that Ford can’t build enough of its all-electric pickups in 2022 to satisfy demand, even after ramping up production considerably. Regardless, Ford recently threatened to take away allocations from dealers that ask reservation/order holders to place additional deposits to secure delivery, and also imposed a one-year no-sale provision on the F-150 Lightning to prevent flippers from profiting on the pickup. However, it’s also worth noting that the vast majority of dealers are not marking up the 2022 Ford F-150 Lightning, too.

Kumar Galhotra, Ford’s president of the Americas and International Markets Group, recently told Automotive News that more than 90 percent of its dealers are charging “around MSRP” for key new models, including the 2022 Ford F-150 Lightning. “The issue we’re trying to address is around a very small part of the network, and we’ll work with them to get it right,” Galhotra said.

“That’s precisely why we’re working with [dealers] to address this as quickly as possible,” Galhotra added. “If that happens, that’s obviously a huge disappointment for our brand, for our network, and the entire enterprise. For the long-term health of the brand and the company, it’s important we stay as close to the MSRP as possible.”

At the same time, dealers that are applying markups to the all-electric F-150 cite the semiconductor chip shortage and the resulting drop in inventory as the reason for their actions. “It’s supply and demand, and for the amount of work that goes into it, it needs to yield a
little bit more,” said Bill Roderick, general manager at Jannell Ford in Hanover, Massachusetts. “I don’t like overpricing anything. I don’t want to. But at the same time, we have to keep the doors open and feed mouths here.”

We’ll have more on the F-150 Lightning soon, so be sure and subscribe to Ford Authority for the latest Ford F-Series newsFord F-150 newsF-150 Lightning news, and continuous Ford news coverage.

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Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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Comments

  1. Joe

    What they are doing instead is adding useless aftermarket products like, paint protection, interior protection, tire and wheel protection, vin etch, nitrogen in the tires. Many are increasing their doc fees which covers all their new and used cars to make up for lower inventory levels.

    Reply
  2. Montana Man

    What additional work needs to go into it, Bill?
    I presume you’re speaking of the order itself, and not manufacturing the truck initially. That work is reflected in the MSRP.
    So what about the order is more work, Bill? What is it in ordering a Lighting from the factory that you now need to charge more? Supply and demand does not reflect anything except your ability to charge more——-because you can.
    You sound like a car salesman, Bill.

    Reply
    1. Ford Owner

      Bill is running out of candles to light up and warm his dealership. So he has to make up with higher prices.

      Reply
      1. mike s.

        Jannel Ford should not get any business from anyone with a brain in their heads. His opinion of his customers is shameful. If Ford has the ability to pull their franchise they should. You can bet he thinks a customer is stupid and you can be assured that he cheats every customer out of every nickel he can. There will be Lightnings coming out of Fords ears by the time the 2024 model year comes out because Chevrolet will have their EV Silverado on sale, CHIP SHORTAGE OR NOT! Ford will never again get any of my cash.

        Reply
  3. Jim

    Someone should publish a list of Ford dealers selling all F-150 trucks at MSRP. Ford could then decide which dealers should and should not get trucks. Then the scum would be out in the open.

    Reply

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