F150 Lightning gets nearly $10K in price cuts

[Tahoe Man]

Lol!
Funny how some get all bent out shape when prices rise in a seller's market because demand is high, supply is low and the psychology of social proof is high.

Would you rather have Ford dealers have kept their prices the same or even lower them last year when everyone was jumping over each other to get an EV pickup?

Ford now it looking at a slow down due to rising rates and it's shifting their pricing around to reflect that. I'd due the same to maximize profits from as many of my customers.

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[computertom]

Ford has factories that they can only build Lightnings in. They have lots full of lightnings. They have entire systems putting back pressure on these factories because no one is buying. This makes total sense as they’re already losing their shirts on their EV business and playing a very long game. What’s $10k a truck? They need to move them now! And they need to do it on price as they’re not winning against Ram or Chevy on features as those trucks are true EVs.

And I agree that few people are really cross shopping R1T’s and these pickups. But it’s going to be much harder for Rivian to lure folks away now. The market has changed.

 

[DuoRivians]

Plus, one has to shop at a car dealership. If there’s one thing, I would love to see all car dealerships die. Wouldn’t support another one in my lifetime

 

[Donald Stanfield]

Lol!
Funny how some get all bent out shape when prices rise in a seller's market because demand is high, supply is low and the psychology of social proof is high.

Would you rather have Ford dealers have kept their prices the same or even lower them last year when everyone was jumping over each other to get an EV pickup?

Ford now it looking at a slow down due to rising rates and it's shifting their pricing around to reflect that. I'd due the same to maximize profits from as many of my customers.

Yes I would rather Ford not screw people over. You know, like Rivian did by holding to preorder pricing. I wouldn't scalp people and raise prices to insane levels and my business did NOT do that when I had the option to. Since I am a fair man and not a pirate I kept things fair because customer loyalty is more important long term than screwing people for profit.

If you are in fact a businessman I suggest auditing a business ethics class at your local community college.

 

[pickupman2022]

It's interesting, but.... the Ford Lightning is a different vehicle than a Rivian.

I doubt that anyone who has their heart set on hauling plywood is going to get a Rivian.

Likewise, I don't think anyone who is going offroad is going to buy a Lightning

Although both vehicles can tow, that is not the principle reason anyone is buying either truck.

It might now become appealing for tradesman who want an economical full sized pick up truck, however Ford needs to fix the battery/power issue first.

I bet GM is wishing they kept resources allocated to the BOLT instead of the truck

I'll have to disagree with you on that point. Towing is exactly the reason I traded my e-tron for my R1T. Besides preferring a truck to an SUV I need my vehicle to tow my boat and the e-tron could barely make 100 mi towing it (Even with charing to 100%) making many current charger spacings a real stretch. The R1T can comfortably do 100 mi on 85%. I had an F-150 once and the lightning has the same problem that my 2011 did, it's too big for what i use it for, I don't that massive of a truck, especially for daily driving. So while I think the price reduction may be good for some people it wouldn't have changed my decision on which to buy.

 

[EBEG]

Ford has factories that they can only build Lightnings in. They have lots full of lightnings. They have entire systems putting back pressure on these factories because no one is buying. This makes total sense as they’re already losing their shirts on their EV business and playing a very long game. What’s $10k a truck? They need to move them now! And they need to do it on price as they’re not winning against Ram or Chevy on features as those trucks are true EVs.

And I agree that few people are really cross shopping R1T’s and these pickups. But it’s going to be much harder for Rivian to lure folks away now. The market has changed.

Rivian will adjust by building more R1S's and accepting that they will sell relatively fewer R1T's. They were smart to build them on the same line. I bet Ford wishes they could easily switch to an SUV on the Lightning line.

 

[beyond]

The battery isn’t the problem, the new 2023 income limit for tax credit is the real issue.

adjusted gross income (AGI) may not exceed:

• $300,000 for married couples filing jointly
• $225,000 for heads of households
• $150,000 for all other filers

This...

In many areas of the county; $300k just isn't what it used to be...

 

[Tahoe Man]

Yes I would rather Ford not screw people over. You know, like Rivian did by holding to preorder pricing. I wouldn't scalp people and raise prices to insane levels and my business did NOT do that when I had the option to. Since I am a fair man and not a pirate I kept things fair because customer loyalty is more important long term than screwing people for profit.

If you are in fact a businessman I suggest auditing a business ethics class at your local community college.

Nobody forced the customers to sign on the dotted lines. Those people got caught up in the emotional high the EV craze was creating with new product line introductions. Customers shifting blame to the dealer is normally done to appease their self serving bias. It's all typical.

 

[Donald Stanfield]

Nobody forced the customers to sign on the dotted lines. Those people got caught up in the emotional high the EV craze was creating with new product line introductions. Customers shifting blame to the dealer is normally done to appease their self serving bias. It's all typical.

Wrong again. I didn't buy a Ford nor will I buy one due to these antics so how is it "self serving bias" on my part? That would ONLY apply if I had bought one of these scalped trucks and am now bitter over it. I didn't buy one, and if you look at my posting history I raised these objections many times over the year that I've been in this very forum.

In 2021 I was sitting down at the paperwork table over at my local Mercedes dealer and I wound up walking over them not removing the ADM. Your "emotional high" explanation does not apply to me and what I feel is a moral stance over the practice of price gouging. I have an issue with scalpers across the board and dealers doing it are no better than the assholes selling bottled water for 10 bucks a bottle during a natural disaster or all the jerkoffs buying up hand sanitizer and reselling it during covid.

My argument isn't for my behalf, I can easily afford to buy one of these Lightnings cash money if I so chose to. The people that my moral stand helps are those on the bubble looking to go with a more green vehicle that were prevented from doing so thanks to greedy companies like Ford.

I have little sympathy for people willingly purchasing vehicles due to ADMs either, I see them as the other end of the problem. I'm purely speaking about myself and my purchasing decision so unless you're going to make a reply actually relevant to me and my motivations don't quote my posts to attribute an argument to me that I didn't make.

 

[dleepnw]

this is an attempt by Ford to compete as they fear the upcoming CT cutting into sales (what little they have). the R1T and Lightning are really a different group of buyers so they were not really competing for sales. Ford sees CT as a direct competitor so they are trying to stay relevant while also clear the backlog of inventory. this is concerning for Ford imo.

 

[SDH]

Ford’s brand is meh to me. I wouldn’t ever consider buying a Ford. These price cuts are as meaningful as saying price cuts at Old Navy. I just don’t shop there.

Completely agree. If you want a Rivian, you buy a Rivian. If you want the cheapest (call it value for money) vehicle to get you from A - B then fine but I don't think Rivian has a demand problem yet. I think they need to expand the range a little with a more basic bottom end (perhaps this is the R2 or just a low content R1) and keep a high content top end for those who can afford it.

 

[COdogman]

I don't think a Lightning "Pro" should be compared to a Rivian other than they are both EV pickups. If you want to compare a Platinum with the larger battery to a Rivian, that would be a more apt comparison. The Platinum will start at $92k now instead of $98k which seems more appropriate.

Personally I never considered the Lightning. I don't want or need a truck that big and just because the price is now coming down to earth doesn't make me think it's suddenly some great value.

 

[Count Orlok]

this is an attempt by Ford to compete as they fear the upcoming CT cutting into sales (what little they have). the R1T and Lightning are really a different group of buyers so they were not really competing for sales. Ford sees CT as a direct competitor so they are trying to stay relevant while also clear the backlog of inventory. this is concerning for Ford imo.

There is no way the cYbeRtRuCk is competing with traditional trucks like the F-150; at least not with people who use trucks for truck stuff. The Tesla product is not going to sell well out here in Gods Country. CT is designed for youtubbers who want to impress the valet. The last cattle auction I went to I asked friends there if any would consider the CT and they all laughed. Many of them don't want Lightnings either but a couple of them said they might at some point consider an EV truck but not one that can't function as a truck.

 

[Donald Stanfield]

There is no way the cYbeRtRuCk is competing with traditional trucks like the F-150; at least not with people who use trucks for truck stuff. The Tesla product is not going to sell well out here in Gods Country. CT is designed for youtubbers who want to impress the valet. The last cattle auction I went to I asked friends there if any would consider the CT and they all laughed. Many of them don't want Lightnings either but a couple of them said they might at some point consider an EV truck but not one that can't function as a truck.

Especially if the rumors are true and it is unibody construction. That would make it the most useless of the EV trucks for doing actual truck work.

 

[Longreach]

Rivian has a tough decision to make soon. The the dual motor price is not really that much cheaper than the quads (< 10% on a 80K+ vehicle) which I think is a mistake. They needed a larger price separation between the 2 (achieved through cost cutting and de-specing) to give them flexibility in this price war. Reducing the price on the R1 series is inevitable but have to be careful to retain the "premium" tag for the R1 without entering the R2 territory.

No decision needed, the future of Rivian is entirely and exclusively about the R2. It is their “Model 3 Moment”. Nothing else matters.

R1 will just carry on in the background as the low volume novelty vehicle that it is, just like S/X. Sure they can milk the short term R1S excitement, and maybe have to clear out some R1T stock. But all that is a side show compared to the singular imperative of getting a modestly priced mass market R2 vehicle out there.

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