I work at a huge Ford Dealership that mainly sells F150’s and the Superdutys. We’ve only had two Ford lightnings get sold this whole year (2022). That’s really really bad. We stopped putting in allocations for lightnings a while ago.
We have 5 lightnings that has been sitting on the lot for well over 5-6 months now and that’s really really really bad. Nobody wants the lightning. We do sell a whole lot of regular ICE F150 top trim vehicles such as the Lariat, Platinum, Limited, King Ranch and etc that are far more expensive than any of the Lightning trims we have in stock but the lightnings are just really hard to sell.
Nobody actually wants the lightning. It seems like the Lightning’s aren’t just selling as well as Ford probably thought it would. It might sell better in the future, but I think the whole “electric lightning” was kind of a flop.
Most people that want electric vehicles buy the Hybrid Maverick, Escape, or Explorers. Most people that buy F150’s don’t even want an electric power train.
Also, the lighting is just too expensive. I believe the base model lightning starts at around $45k. But with dealer markups, it’s impossible to find one below 65k. Most Lightnings we have are $85k+ with markups. But the thing is, we sell a whole bunch of top trim F150’s that are $90k+, so it just seems the lightnings aren’t selling well because nobody actually wants them. Who would spend $85k on a F150 lightning with not the nicest interior when they can just buy like a regular Limited or a King Ranch F150 for the same price or even less. I know I wouldn’t.
This whole “Motortrend Truck of the year” thing is nothing but a marketing thing, just to make people think the Lightning is actually in high demand, when it really isn’t. Ford just paid Motortrend a lot of money to put their “Lightning” name on the spot light because it ain’t selling well at all. Why was RAM not able to put their name on the Top this year? Because Ford paid more money than RAM this year. That’s why.
Also, I’m sure a lot of people have seen many news articles that claim something like “Ford can’t keep up with the Ford Lightning Demand. Tens of thousands of people have put their deposits down and have been waiting for over a year to get their Lightnings delivered from Detroit Michigan.” These types of articles are 9 times out of 10 complete made up nonsense. They just say this so people feel like they need to buy it. Also, if these types of articles are true, many times most people that put deposits in won’t actually buy the vehicle. So it really doesn’t mean much.
These types of articles pop up all the time, not just on Ford lightnings but on many other makes and models of vehicles. Don’t trust these articles.