Dealer markups may vary between $10,000 and $30,000 depending on how bad you want your Lightning.
A direct-to-consumer sales approach would eliminate this frustrating practice.
There are more than 200,000 current reservations for the Lightning.
Fortunately, not all Ford dealerships are gouging consumers and demanding massively highly “market adjustment” fees to the sales price of the all-new hotly-anticipated F-150 Lighting electric pickup.
The lucky few who are buying from one of these dealerships will still be required to pay full retail but in 2021 and 2022, this is a given. How and why the other stores dare to charge markups that, so far, reach up to $30,000 for a Lightning is based on the incredible demand and limited supply.
Ford has said that it intends to build only 15,000 units in 2022, roughly 55,000 in 2023, and a further 80,000 in 2024. With more than 200,000 reservations to date, dealerships are generally asking between $1,000 and $10,000 to convert them into confirmed orders. On this, electrek shares an interesting link to a tracking tool from Reddit to possibly help you shop for a “nicer” store.
Obviously, Ford dealerships are not the only ones applying this method. Automakers that use a direct-to-consumer approach don’t have this problem. They can however arbitrarily change pricing on a whim.