Will Ford F-150 Lightning Base Models Suffer the Same Fate as the Bronco?
Ford F-150 Lightning base models have already sold out because of reservations. The demand for the electric pickup truck could create a strong resale market. Are we going to see F-150 Lightning base model prices skyrocket?
Is the 2022 Ford F-150 Lightning going to be resold for insane prices?
Remember how excited consumers and fans were when the Bronco nameplate rose from its grave and debuted with new updates? The demand for the Ford Bronco was insane, and the supply was lacking, to say the least. There was no way Ford could meet the demand for the Bronco, especially when dealing with pandemic-related supply issues.
As a result of the strained supply and high demand, a Bronco resale market emerged. Reservation holders listed Bronco models for thousands of dollars more than their original MSRP. Some models were listed on eBay for as much as double their original MSRP.
To make matters even worse, Bronco deliveries were delayed. Some consumers waited months for their orders. The excitement quickly evaporated for many consumers as they realized there was no way they were getting a Bronco, at least not for retail prices.
The 2022 Ford F-150 Lightning Pro and XLT are already sold out
Fast-forward to 2022, and the Ford F-150 Lightning Pro and XLT trims are already sold out. According to InsideEVs, if you haven’t reserved the Pro or XLT, only the Lariat and Platinum trims will be available for sale. This puts drivers who receive the F-150 Lightning Pro and XLT in a unique position of power.
Even if the vast majority of reservations are for drivers who want to daily-drive the electric pickup truck, probability dictates that some reservations will end up being for resale purposes, whether that was the original intention behind the reservation or not.
There’s no way of telling whether the Lightning base model will be listed for insane prices the same way the Bronco base model was or not, but folks really want this truck, and some will be willing to pay over retail for it. Deliveries should begin around May. News of the lack of F-150 Lightning Pro and XLT trims has just emerged, so many reservation holders may not even realize how valuable their electric trucks are yet.
The automotive industry’s supply issues are hurting vehicle rollouts
Ford plans to produce many new F-150 Lightning models, but whether the company has the ability to do so or not in a timely manner remains to be seen. The way Bronco deliveries were handled left a bad taste in the mouths of many consumers. The F-150 Lightning is a sales success, but will the nameplate be a success when the court of public opinion judges it? It all depends on if consumers are satisfied with the availability and delivery times of the electric pickup truck.
The Blue Oval has a ringer on its hands. Hopefully, the brand can produce enough models and fulfill orders quickly enough to keep consumers happy. If it doesn’t, there will be plenty of electric truck options for consumers to choose from in the future.