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Monday, 13 June 2022 12:45

Ford Says $69,554 Markup to F-150 Lightning Was an Error

Written by Ben O'Hare, InsideEVs
Ford Says $69,554 Markup to F-150 Lightning Was an Error RDeFran/F-150 Lightning Forum

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Ford said a Florida dealer's markup doubling the price of an F-150 Lightning was a "dealer error."

The Blue Oval also said the Lightning in question was a demo vehicle. How the sticker ended up on a not-for-sale demo unit was not explained.

 

"This is inaccurate. The dealer confirmed this was an error and the MSRP was input twice online. In fact this [is] a demo unit and not for sale. The sticker was removed within 24 hours," Ford Communications Director Mike Levine said on Twitter.

 

Gary Smith Ford in Fort Walton Beach, FL, appeared to be asking $140,600 for a relatively well-equipped F-150 Lightning. The Lightning in question has an MSRP of $71,049 and a "market adjustment" charge of $69,554---almost doubling the price of the truck.

 

The picture came courtesy of RDeFran, a member of the F-150 Lightning Forum, who was sent the photograph by a friend on vacation.

 

Ford has always been strongly against dealership markups. However, thanks to dealer franchise laws the automaker can do nothing to stop them.

 

Ford warned dealerships of a $25,000 fine if they sold demo Lightnings too soon. Dealers can also get in trouble if they start offering customers premium placement on the waiting list in exchange for more money.

 

We thank InsideEVs for reprint permission.