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Discussion Starter · #1 ·
Anyone understand Ford's price points?

Having a little background in marketing, I understand that in order to be competitive, pricing and superior performance are important and it seems F150 Lightning is priced on a premium when performance is sub-par with the competition.

I've tried a "build" with Lariat, a dual motor, and it's coming out to be $70,000 and change. Seems to be a deal breaker with Cybertruck equivalent is a tri-motor, certainly a step up.

Pricing
Ford F-150 Lightning
  • Lightning Pro Dual Motor AWD Work Truck: $39,974 (426-hp; 230-mile range)
  • Lightning Pro Dual Motor AWD Work Truck: $49,974 (563-hp; 300-mile range)
  • XLT Dual Motor AWD XLT: $52,974 ($6,700 premium over a gas XLT 4×4)
  • Lariat Dual Motor AWD: Est. $58,630 (using a $6,700 premium over Lariat 4×4)
  • Platinum Dual Motor AWD: Est. $69,500 (using a $6,700 premium over Platinum 4×4)
  • Top Trim: $90,474 (based on top price given by Ford)
Tesla Cybertruck
  • Single Motor: $39,900
  • Dual Motor AWD: $49,900
  • Tri-Motor AWD: $69,900
 

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Things must have changed since the last time I priced out a lightning. I did not think you could get the pro work truck with the extended range battery unless you were a fleet operator. Also when I priced out my XLT plus it was over 72K with all the options I wanted. That is a lot of money for any pickup truck.

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Discussion Starter · #3 ·
Things must have changed since the last time I priced out a lightning. I did not think you could get the pro work truck with the extended range battery unless you were a fleet operator. Also when I priced out my XLT plus it was over 72K with all the options I wanted. That is a lot of money for any pickup truck.
That's what I got too.

In fact, looks ridiculous that the XLT with the extended range priced at $72,000 is priced higher with the Lariat which is at $70,000 and lower, which with basic model is already on "extended range" as the XLT,

Seems Ford is starting on the wrong foot on it's EV truck.
 

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Anyone understand Ford's price points?

Having a little background in marketing, I understand that in order to be competitive, pricing and superior performance are important and it seems F150 Lightning is priced on a premium when performance is sub-par with the competition.

I've tried a "build" with Lariat, a dual motor, and it's coming out to be $70,000 and change. Seems to be a deal breaker with Cybertruck equivalent is a tri-motor, certainly a step up.

Pricing
Ford F-150 Lightning
  • Lightning Pro Dual Motor AWD Work Truck: $39,974 (426-hp; 230-mile range)
  • Lightning Pro Dual Motor AWD Work Truck: $49,974 (563-hp; 300-mile range)
  • XLT Dual Motor AWD XLT: $52,974 ($6,700 premium over a gas XLT 4×4)
  • Lariat Dual Motor AWD: Est. $58,630 (using a $6,700 premium over Lariat 4×4)
  • Platinum Dual Motor AWD: Est. $69,500 (using a $6,700 premium over Platinum 4×4)
  • Top Trim: $90,474 (based on top price given by Ford)
Tesla Cybertruck
  • Single Motor: $39,900
  • Dual Motor AWD: $49,900
  • Tri-Motor AWD: $69,900
I don't think the Cybertruck is a competitor. Just because the are both "pickup trucks" doesn't mean they are marketed to the same customer. One look at tells it all. Ford deliberately made theirs look just the an ICE F150 for a good reason: Serious truck buyers want a truck they can use with proven durability that has performance advantages over an ICE. Potential Cybertruck owners like general functionality of a truck but how many of them are trading in their Silverado, F-150, or Ram for one? Seems to me a radical design is their so everyone will know (or think) they are "high tech environmentalists". It' a fashion statement just like the Prius. Just my opinion.
 

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I'm still wrapping my head around $10,000 markup for a bigger battery that adds 500 some lbs to the truck. I know batteries are expensive but that has to be a HUGE profit center for Ford.
Don't get me wrong- Ford deserves to make a profit. But geez...
 

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That's what I got too.

In fact, looks ridiculous that the XLT with the extended range priced at $72,000 is priced higher with the Lariat which is at $70,000 and lower, which with basic model is already on "extended range" as the XLT,

Seems Ford is starting on the wrong foot on it's EV truck.
There's more at play than just the battery. I will skip the XLT for one main reason: You can't get a leather interior. Cloth only for the Pro and SLT. Also you have to go up the Lariat to get the larger 15" info screen and the Bose sound system to name a few important options not available on the XLT or Pro.
 

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Anyone understand Ford's price points?

Having a little background in marketing, I understand that in order to be competitive, pricing and superior performance are important and it seems F150 Lightning is priced on a premium when performance is sub-par with the competition.

I've tried a "build" with Lariat, a dual motor, and it's coming out to be $70,000 and change. Seems to be a deal breaker with Cybertruck equivalent is a tri-motor, certainly a step up.

Pricing
Ford F-150 Lightning
  • Lightning Pro Dual Motor AWD Work Truck: $39,974 (426-hp; 230-mile range)
  • Lightning Pro Dual Motor AWD Work Truck: $49,974 (563-hp; 300-mile range)
  • XLT Dual Motor AWD XLT: $52,974 ($6,700 premium over a gas XLT 4×4)
  • Lariat Dual Motor AWD: Est. $58,630 (using a $6,700 premium over Lariat 4×4)
  • Platinum Dual Motor AWD: Est. $69,500 (using a $6,700 premium over Platinum 4×4)
  • Top Trim: $90,474 (based on top price given by Ford)
Tesla Cybertruck
  • Single Motor: $39,900
  • Dual Motor AWD: $49,900
  • Tri-Motor AWD: $69,900
the CyberTruck prices are vapourware, you can't assume it as being true at all vs a real product that is ready to be manufactured...also the Single motor truck is likely out all together.
And then you can do some basic comparison with other Teslas to confirm the BS pricing...

Mode Y Long Range - $60,990
Model Y Performance - $63,990

Model X Dual Motor: $110,490
Model X Tri-Motor: $131,990

there you go...the CT will fall somewhere in between or closer to the Model X in price - Elon has already dropped a tidbit on 'price concerns' for the CT.
 

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There's more at play than just the battery. I will skip the XLT for one main reason: You can't get a leather interior. Cloth only for the Pro and SLT. Also you have to go up the Lariat to get the larger 15" info screen and the Bose sound system to name a few important options not available on the XLT or Pro.
Exactly. The lariat over xlt is a no brainer unless you want a barebones xlt.
 

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Discussion Starter · #10 ·
the CyberTruck prices are vapourware, you can't assume it as being true at all vs a real product that is ready to be manufactured...also the Single motor truck is likely out all together.
And then you can do some basic comparison with other Teslas to confirm the BS pricing...

Mode Y Long Range - $60,990
Model Y Performance - $63,990

Model X Dual Motor: $110,490
Model X Tri-Motor: $131,990

there you go...the CT will fall somewhere in between or closer to the Model X in price - Elon has already dropped a tidbit on 'price concerns' for the CT.
That's the difference between Tesla and traditional manufacturers selling their units thru dealers.

Tesla had track record of customers getting exactly the price they signed up for when they put their names on reservations list.

That was my daughter's experience with her Model X. She got the price nailed down when she reserved the unit although they have announced is a new and higher prices for upcoming orders. No haggling either with the salesman and/or Finance Manager convincing her to get extended warranty, having it financed (she paid in cash), upgrade to stronger a/c, longer range, etc., etc., etc.
 

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I don't think the Cybertruck is a competitor. Just because the are both "pickup trucks" doesn't mean they are marketed to the same customer. One look at tells it all. Ford deliberately made theirs look just the an ICE F150 for a good reason: Serious truck buyers want a truck they can use with proven durability that has performance advantages over an ICE. Potential Cybertruck owners like general functionality of a truck but how many of them are trading in their Silverado, F-150, or Ram for one? Seems to me a radical design is their so everyone will know (or think) they are "high tech environmentalists". It' a fashion statement just like the Prius. Just my opinion.
This is what we have to sit and wait and see what Ford does in 2 years. The Lighting was a very quick throw in a battery and electric motors to have something to sell. It is working as most like the F150 for what it is, me included. However, what will they do with the redesign in 2 years from the new factory. It is going to look like the Silverado, etc. It will have to be redesigned for EV efficiency - this truck is none of that.

At the end of the day - not one truck, Rivian, Cyber, Silverado, nor the new Ford coming in 2 years will be a truck that has the functionality of todays' pickups.

The demand and use of this truck might be enough to convince Ford to not go too radical, but they have to redesign for efficiency and when they do, will be left with a bed you can use?
 
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Discussion Starter · #12 ·
I don't think the Cybertruck is a competitor. Just because the are both "pickup trucks" doesn't mean they are marketed to the same customer. One look at tells it all. Ford deliberately made theirs look just the an ICE F150 for a good reason: Serious truck buyers want a truck they can use with proven durability that has performance advantages over an ICE. Potential Cybertruck owners like general functionality of a truck but how many of them are trading in their Silverado, F-150, or Ram for one? Seems to me a radical design is their so everyone will know (or think) they are "high tech environmentalists". It' a fashion statement just like the Prius. Just my opinion.
Yup, yours is simply an opinion with no basis in fact.

I'm also on the Cybertruck forum having made a reservation too. And people out there are mostly truck owners and talking of tool boxes and serious work related hauling (with their range anxieties).
 

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Tesla had track record of customers getting exactly the price they signed up for when they put their names on reservations list.
Are they selling the Cyber Truck for the price put up when you made your reservation? That was over a year ago and probably at least another year before they are released. They took that pricing down and I would assume it may be because they expect an increase. I know the federal $7,500 will be gone. The great part about the lightning is it is not a theory now. I can can get dual motor, ER, Blue Cruise, 80 Amp home charger (In essence a back up power source), and all those added options of a lariat that will settle in around $73K after rebate. This summer. It's real in 2022 and not 2024.
 

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Discussion Starter · #14 ·
1. Are they selling the Cyber Truck for the price put up when you made your reservation? That was over a year ago and probably at least another year before they are released. 2.They took that pricing down and I would assume it may be because they expect an increase. I know the federal $7,500 will be gone. 3. The great part about the lightning is it is not a theory now. I can can get dual motor, ER, Blue Cruise, 80 Amp home charger (In essence a back up power source), and all those added options of a lariat that will settle in around $73K after rebate. This summer. It's real in 2022 and not 2024.
1. Yes, and Tesla since it's founding has the track record of honoring it.

2. Yes, and new orders will get hit with the new and higher prices.

3. I hope so too. I reserved on the Day 1 and I got another e-mail that production is again delayed (with no new timeline provided). So good luck to me and to all of us.

BTW, do you have an answer on why Ford has higher price on a truck with comparatively sub par capabilities?
 

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2021 Mustang Mach E First Edition, 2016 Nissan Leaf, 2003 Toyota Tacoma, F-150 Lightning reserved
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Biggest difference is I have been able to place an order for a 2022 Lightning. The Cybertruck is a maybe for 2023, so none of their prices are fixed.
 

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2021 Mustang Mach E First Edition, 2016 Nissan Leaf, 2003 Toyota Tacoma, F-150 Lightning reserved
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1. Yes, and Tesla since it's founding has the track record of honoring it.

2. Yes, and new orders will get hit with the new and higher prices.

3. I hope so too. I reserved on the Day 1 and I got another e-mail that production is again delayed (with no new timeline provided). So good luck to me and to all of us.

BTW, do you have an answer on why Ford has higher price on a truck with comparatively sub par capabilities?
While Tesla honors order prices, I'm not so sure on reservations. They have been known to drop models they don't want to build rather than converting them to orders.
 

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Cybertruck prices will increase. So will lightnings. I believe ICE f150s have seen two increases so far this year.
As copper & Lithium demand soars not to mention all other material and labor. Car prices follow suit.

The only comparison that can be made is between vehicles currently offered for sale with written purchase agreements. We all know Musk makes moonshot statements that must later be walked back.
 
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