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.”