The times are changing, and Ford is ready to capitalize.
The Ford F-150 Lightning could go down in the automaker's history as a revolutionary game-changer, perhaps even more so than the Mustang Mach-E. Why? Because the F-150 Lightning is proving Americans are ready for all-electric pickup trucks. The F-Series has been the best-selling vehicle in America for decades and ditching the combustion engine was a big risk. But big risks can also deliver big rewards.
Ford has just released its September 2021 sales report and something in there immediately caught our attention. Not only have F-150 Lightning reservations surpassed the 150,000 mark, but also that 75 percent of those reservations are coming from outside of Ford. In other words, a majority are not existing F-150 owners.
Long-time F-150 customers are more likely to be skeptical of the new battery-electric powertrain technology but eventually, they'll be won over. In the meantime, the number of new Ford customers the F-150 Lightning continues to lure in is impressive. Crosstown rivals like GM and Stellantis currently can't do anything about it because neither has an EV truck on sale. Both are working on that but Ford was first and being first has many benefits.
It's also important to bear in mind these are reservations, not confirmed orders. Ford and its dealerships must now convert them to actual orders.
That could be a challenge especially since reserving one requires only a $100 refundable deposit. Online orders are rumored to begin later this month. The truck carries a starting price tag of $39,974 while a top-of-the-line Platinum reaches the $90k mark. These prices are prior to any tax incentives, specifically the $7,500 federal credit. Many states further offer their own credits making it possible for buyers to save upwards of $10k.
As the F-150 Lightning continues to attract attention, Ford says F-Series sales, in general, had their best month since the semiconductor chip shortage began with a total of 63,164 units sold. That's 13.4 percent higher than August.