Ford did what it could to try and prevent it, but it’s happening anyway. Dealers are marking up the 2022 Ford F-150 Lightning. Demand for the all-electric pick-up truck which entered production late last month is sky high, which is great, however the company has stated the actions from dealers are damaging the company’s brand.
MC&T has previously reported on actions Ford Motor Company would take against its dealer network should they break rules, gouge prices and tarnish customer satisfaction which included redirection of a dealers 2022 allocation, fines, and revoked demo opportunities( in the event they sold a demo). It appears its dealer network is testing whether these are idle threats from the company or will actually be enforced. As a result, finding an overpriced F-150 Lightning is not super difficult right now, as Carbuzz details multiple Ford dealer listings of the 2022 Ford F-150 Lightning for sale, in some instances, as much as $40,000 over MSRP. At one point Ford of Thousand Oaks, in California had an F-150 Lightning listed at a whopping $145,309 but has changed its listing to “call for price.” Whether Ford Motor Company spotted that listing and took action is unclear, however CEO Jim Farley mentioned in an earnings call earlier this year that the company has “very good knowledge” of who the rule breakers are, and who is marking up their vehicles.
That is only one example of a major markup. A Napa Ford/Lincoln dealership is currently asking $133,854 for a F-150 Lightning Platinum model which has an MSRP of $90,874. That’s about $42,000 over the asking price. You could buy a four-door 2022 Ford Bronco Base, Big Bend or Black Diamond for that much, ouch. We can only hope that Ford is enforcing its law and doing what it can to mitigate these price gouging dealers. Hopefully they do something about it before order books for the 2023 model year open up later this year.