Ford saw an initial burst of interest in the electric F-150 Lightning pickup, but it’s had to fall back on incentives to maintain that demand in the time since. The automaker’s latest offer is a discount of up to $2,000 to Ram drivers willing to jump to an F-150 Lightning.
The Lightning was the second electric truck to hit the market after the Rivian R1T, but the field has grown more crowded in recent times with the release of the Chevrolet Silverado EV and GMC Sierra EV, both direct competitors to the Ford. The Blue Oval has an existing offer for Tesla drivers that provides up to $1,500 off the truck.
CarsDirect found the offer, which became public in an October 8 dealer note. The deal is available across the country, but some regions see a smaller $1,000 discount. It’s also worth noting that these incentives would be on top of state and federal tax credits and other offers.
The F-150 Lightning has some compelling features, but it has never reached the affordable price point Ford promised before its release. Currently, the top Platinum trim easily crests $90,000 after a few options, which is a big ask, even for truck buyers conditioned to high prices.
Ford’s offer comes as Ram is gearing up to release its first electric truck. The Ram 1500 REV promises better towing numbers and a longer range than the F-150, though we’ll have to wait for its official release to test those claims.
[Images: Ford, ©2024 Tim Healey/TTAC.com]
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