We told you this would happen. Now that the Ford F-150 Lightning EV 2022 is out of stock, it’s time to order a 2023 before it runs out. So how do some marketers help buyers do this? Adding huge markers via MSRP. Some have, so far, reached $ 150,000. Where will it stop?
We do not know the answer to that. What we do know is that Ford is reportedly fining dealers up to $ 25,000 for opposing Ford’s ordinance, which is that it wants all dealers to sell Lightnings for MSRP. But with the signs showing prices of $ 150,000 and maybe more, the profit is more than enough to cover the fine and they still leave with $ 20,000 to $ 40,000 more.
So which merchants have these crazy Lightning signs?
Take a look, you will find many dealers who have marked far above the MSRP. Take the DCH Ford to Thousand Oaks, California. Thousand Oaks is rather affluent, so its citizens can afford the DCH marking. A 2022 F-150 Lightning Platinum is advertised for $ 145,309. At pricing, the MSRP is about $ 95,000. We do not know the exact amount because the dealer is not advertising the MSRP as one would expect.
Doing the math, DCH Ford will see a fine customer pay $ 50,000 more than the MSRP. Such an agreement! But other marketers are not ashamed to advertise these silly MSRP numbers. In Green Bay, Wisconsin, Dorsch Ford has listed a Lightning with a list price of $ 92,569. The Dorsch price, however, is $ 132,569.
Lightning traders want to receive at least $ 40,000 via MSRP
As you can see, this is $ 40,000 more than the price of the advertised sticker. Aside from a hypothetical $ 25,000 smackdown from Ford, Dorsch leaves with $ 15,000 plus any dealer markings already considered there. This friendly Ford dealer seems to have some unfriendly signs.
Again in California, the Ford authority states that Napa Ford has a Platinum Lightning that advertises at $ 133,854. The suggested retail price is $ 93,854. So another trader is looking for this $ 40,000 booyah. Or waiting for the Ford MSRP instruction, it looks like Napa will settle for $ 15,000, plus whatever dealer signage.
What can you do about it?
So what if you want a new Lightning but you have the audacity to want it for MSRP? The obvious course of action is to shop. Do not settle for Dorsch or DCH Ford just because it is the dealer closest to you. Not all Ford dealers are in a crazy mood. And according to Ford, almost all of its dealers are as pure as the snow driven by white.
The other thing to do, if you can, is to wait. Maybe in about a year the prices will have calmed down. Especially if dealer lots start piling up with Lightnings, he will not want to sit them down for long. For them, it is to move the metal and save money.
At least Ford says it wants to stop marking after the company has problems with the release of the Mustang Mach-E and Bronco. GM has said the same about the GMC Hummer EV. So all of a sudden, there’s a run in all the EVs. Obviously, it’s the hottest thing on the block right now.
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