The Ford F-150 Lightning heralds a new era for the legendary pickup truck. With its emissions-free electric powertrain, the F-150 Lightning enters the EV game. It provides eco-minded customers with an exceptional choice for the large light-duty pickup truck segment. If you’re aiming to get behind the wheel of the new F-150 Lightning, here’s some advice on how to shop around for a great deal.
Ford’s dealership pricing rules makes it a challenge to get a deal on an F-150 Lightning
Ford is taking the same pricing approach with the F-150 Lightning that it did with the Mustang Mach-E electric crossover. For both the Mustang Mach-E and F-150 Lightning, dealers can’t advertise a price below the MSRP. The deals and incentives that you frequently see advertised for other new models won’t be advertised for the F-150 Lightning.
Depending on your perspective, this lack of advertising could be a negative or a positive thing. The key here is that, while dealers can’t advertise a lower price than the MSRP, they can still negotiate a lower price with customers.
Ford dealerships can get penalized if they advertise the F-150 Lighting below the MSRP
Ford informed the dealerships of the F-150 Lightning pricing rules via a bulletin this week. Dealers must abide by the Minimum Allowable Advertised Price (MAAP). If they don’t, they could be penalized with a loss of subsidy. This includes a payment of 1% of the MSRP of the F-150 Lightning. Also, dealers can report other dealers to Ford if they break the MAAP rules.
Get a deal on the F-150 Lightning the old-school way
As mentioned earlier, while dealers can’t advertise a lower price or incentives for the F-150 Lightning, they can still sell the truck for any price that they want. With the convenience and quickness of shopping around for vehicles on our computers from the comfort of our homes, it’s easy to take for granted that this wasn’t always the case.
You won’t be able to go on the internet and compare the prices that different dealerships offer for the F-150 Lightning. However, if you’re ambitious and willing to put in some legwork, you can take the old-school approach. Contact the dealers directly about getting a deal on an F-150 Lightning, whether in person, a phone call, or an email. Let the dealers know that you’re aware of the MAAP rules for the advertised price. After that, ask them if they are willing to go below the MSRP.
With the lack of advertised incentives for the F-150 Lightning, most customers will not be aware that a lower price could be offered. This could give you an advantage for getting a lower price. Also, with a very high demand for the F-150 Lightning, the lack of advertised deals could help prevent dealerships from running out of their inventory, which gives you a better chance of getting your preferred model.