Ford is back promising a new electric pickup for about $30,000. Trouble is, I’ve heard that song from Ford before, and I’m still mad about it. The F-150 Lightning was announced as Ford’s last super affordable EV pickup, only to arrive at a much higher price. The question: Can consumers buy EV pickup trucks at […]
Ford’s promised “$30,000” pickup truck will cost $52,500 if the current math holds.
Like, no product can survive that sort of scalper in the middle. Also, probably don’t ask a middleman to sell a new product and sell the well-established alternative to the new product. Recipe for failure, cunningly cooked.
An inflated initial price explains high depreciation. Just get a 1 or 2 year old model.
Likely due to middlemen making the EV expensive to get you to buy a high maintenance ICE instead.
MotorTrend noted one middleman/dealership tripled the price on a very basic F-150 Lightning: https://www.motortrend.com/news/ford-f-150-lightning-ev-pickup-dealer-markups
Like, no product can survive that sort of scalper in the middle. Also, probably don’t ask a middleman to sell a new product and sell the well-established alternative to the new product. Recipe for failure, cunningly cooked.
I agree. It’s like selling the poison and the antidote, while giving a higher promotion budget to the poison.