But dealers have been caught gouging consumers with mark-ups.
Ford is doing its best to prevent dealer markups for the new F-150 Lightning electric pickup truck, but a quick glance browse through the classifieds reveals that the Blue Oval's efforts are not effective. Dealerships are still asking outrageous markups on the Lightning EV truck, pushing prices above the six-figure mark despite the top Platinum trim topping out at $90,874. In fact, there has already been an F-150 Lightning Lariat (MSRP of $79,269) on a popular auction website that sold for over $100,000.
Some people were surprised to see such a quick flip on a F-150 Lightning EV, since Ford reportedly enacted a one-year no-sale period, similar to the one it imposed on Ford GT buyers. CarScoops learned that this limitation is NOT in place at every dealer.
"Dealers requested language from us last year about having the ability to have customers hold on to their vehicle for one year from purchase," said Ford in an official statement. "It is up to dealers to work through local state laws should they decide to implement something between the dealer and the customer."
This essentially means that dealerships can charge whatever they want for the Lightning truck, assuming they have a customer willing to pay the premium for early ownership. Conversely, these same dealers want to prevent customers from re-selling these trucks at a profit, keeping any financial gains in-house. In other words, "do as we say, not as we do."
Judging by the previously mentioned EV Lightning on Cars & Bids, some owners have already taken delivery without signing a one-year no-sale clause. If anyone is going to profit off the insane demand for new vehicles, we'd prefer it be individual people, not the large dealerships. It's interesting that Ford corporate is leaving this decision in the hands of dealers, as it stands to miss out on this additional revenue stream either way and doesn't receive any of the purchase price over MSRP. Ford's direct-to-consumer online sales model can't come soon enough.