Ford is raising the price of the F-150 Lightning before orders reopen | Rare Techy


Thanks to a significant increase in MSRP, an all-electric pickup truck in America will no longer start under $40,000

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Ford has announced a price hike for its home-market luxury all-electric F-150 Lightning — and it’s something of a doozy. According to a company press release, American customers will have to brace themselves for a sticker price roughly $7,000 higher than earlier this year.

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By all accounts, the Ford F-150 Lightning is one of the most important vehicles to be introduced in decades. By developing state-of-the-art electric vehicle technology and packing it into an accessible and familiar pickup truck envelope, there’s a good chance this model could foster widespread adoption of all-electric vehicles—especially among demographics that have been notoriously resistant. to give up their internal combustion engines. A significant price jump could hinder this adoption.

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In America, the entry-level Pro now starts at US$46,974, up even US$7,000 from the old price. That drops below the $40,000 figure that the automaker had been touting at length when the truck was introduced. At the other end of the trim level spectrum, the spiffy Platinum model now costs US$96,874, marking a US$6,400 hike from its original value.

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Why the rise? Ford is tight lipped about “significant material cost increases and other factors,” which could refer to everything from raw material processing; to a sudden realization, it can make a lot more money from these things than first thought. There’s good news – trucks with the standard range battery pack are said to earn 10 miles of additional range, which adds up to about 384 clicks.

“Current order holders awaiting delivery will not be affected by these price changes,” said Marin Gjaja, Model e customer manager. “We’ve announced pricing ahead of the re-opening of subscription banks so that our subscription holders can make an informed decision about ordering Lightning.” How thoughtful. And if you’re wondering what the heck the “Model e” in that business name refers to, remember that Ford recently cut its business model in half, separating its internal combustion and electric efforts. Model e is a house that develops electron eaters.

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Ford isn’t the only one feeling the lack of value and passing it on to its customer base. Mazda is said to continue to raise prices as its profits fall off a cliff. According to industry insiders, the company’s global sales boss believes that demand in North America is sufficient to sustain the growth triggered by a US$350 increase earlier this year, followed by the introduction of new models.

Raw material and logistics costs are mentioned, but it’s worth noting that Mazda has ambitions to change its image upmarket. A price increase – supported of course by a solid product – can do just that.

We’ve reached out to Ford of Canada regarding potential pricing changes for the F-150 Lightning in our market and will update this post when that information becomes available.


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