[davehu]

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.

 

[davehu]

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.