Ford Pushes Dealers To Sell More F-150 Lightning With Huge Incentives

With 22,807 units sold in the first nine months of the year, up by 86% from last year, Ford has been selling the F-150 Lightning well. However, the Blue Oval marque is hard-pressed to move more of its electric trucks by offering huge incentives to dealers – deals that can potentially affect its pricing and make it more attractive to EV buyers.

According to dealer bulletins sent out recently, acquired by CarsDirect, Ford has rolled out a pilot program that uses its Retail Replenishment Centers (RRCs). For every F-150 Lightning stock replenished from the RRCs from October 15 to November 15, Ford is handing out $1,000. Those who will restock 10-15 units will get $1,500 for each truck, allowing them to bag home up to $22,500 worth of incentives within a single month.

Huge Incentives To Move More Lightning

Ford may have slashed the F-150 Lightning’s prices this year, but this incentive has a potential effect on how dealers will price the electric truck to potentially sell more, ergo, replenish their stocks within the time period. Dealers who haven’t invested in selling the F-150 Lightning now have reasons to do so now.

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However, as CarsDirect pointed out, this move can potentially offer fewer choices to traditional buyers who are used to seeing the car in the metal before making a decision. We’ll know more about how this new program will pan out once the sales figures get published. It’s also worth noting that Ford is near the end of 2024 production, so this incentive is meant to move more before 2025 production begins.

Hard-Pressed To Sell More EV Trucks

Of note, the incentive program for RRCs is only applicable for the XLT, Flash, Lariat, and Platinum trims but not the entry-level Lightning Pro, so those selling for fleet use don’t count. Ford may have had a huge jump against its rivals in selling the F-150 Lightning, but you can chalk that up to aggressive incentive programs and deals employed for the electric truck.

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Apart from a huge price cut across the range earlier this year, the electric F-150 became less expensive to lease versus its more popular ICE-powered sibling. Ford has also rolled out a program for its EV buyers and lessees, including Mustang Mach-E and E-Transit customers, that allows them to either receive a complimentary Ford Charge Station Pro bidirectional charger (worth $1,310) with home installation or $2,000 bonus cash. This offer is valid until January 2, 2025.

Source:
CarsDirect