The 2023 Ford F-150 Lightning Professional that simply left my driveway is a first-rate instance of how pricing modifications can shift your complete perspective on a automobile. When Ford launched the Lightning for the 2022 mannequin yr, the Professional began at a dumbfoundingly good value of simply $41,769. Right this moment, that very same truck will run you $61,869. What within the blazes occurred?
In accordance with Ford, supplies prices, provide chain struggles and market components occurred. Regardless of the rationale/excuse, although, such a value improve in such a brief time frame is just unfathomable for any automobile. You could be pondering to your self that the unique value was just too good to be true. I used to be curious myself how Ford managed to cost the Lightning as little as it did initially, and when queried in 2021, Ford’s basic supervisor for its battery-electric automobile division, Darren Palmer, had solutions. In a nutshell, Ford promised that it might nonetheless flip a revenue on the Lightning at its unique value due to scale and components sharing with the gasoline F-150 and its different EVs. It makes some sense — nothing sells higher than the F-150 in the USA.
Virtually two years later, although, and Ford’s potential to brag about profiting at that eye-popping low value is kaput. The vinyl-covered, base-spec work truck model of the Lightning is now an over-$60,000 proposition, and when you recognize the place the worth began from, it’s unattainable to not really feel just a little depressed in regards to the truck’s competitiveness. Nevertheless, the “competitiveness” angle is the place Ford has truck patrons the place it desires them.
What different electrical pickup are you going to purchase? There’s the Rivian R1T, however that’s each significantly smaller than the Lightning and goes for much more cash. After which there’s the Hummer EV Pickup, which is principally unobtainium for now till GM ramps up manufacturing. Neither are precisely what you consider when somebody says “pickup,” both. Others are coming, together with extra conventional choices from GM and Ram, however they’re not right here but. Consumers are due to this fact left with the Lightning, nothing or the superb gas-powered work truck throughout the supplier lot.
Ford particularly made the Lightning Professional for fleet obligation. Be that as it could, the Professional “work truck” with vinyl seats/flooring, no keyless entry and a plastic steering wheel is surprisingly nicely outfitted. If you would like the same stage of kit and options in a gasoline-powered F-150 — together with the Professional’s included 2.4 kW Professional Energy Onboard generator system, LED headlights, 12-inch infotainment system, totally digital gauge cluster, dual-zone auto local weather management, heated seats and far more — you’re an F-150 XL PowerBoost hybrid that’s pushing nicely into the mid-$50,000 vary. Going with out Professional Energy and the requisite hybrid powertrain would avoid wasting cash, however it’s a troublesome function to lose. Whenever you drill down on these like-for-like tools comparisons, the Lightning Professional that was trying like a rip-off just some moments in the past appears to be like prefer it has potential. Plus, there are lots of benefits you get when choosing the Lightning.
For one, the Lightning is each faster and rides higher than any gasoline-powered F-150. Possibly a fleet coordinator doesn’t care about such issues, however as an proprietor, these are large benefits. The Professional comes normal with 452 horsepower and 775 pound-feet of torque from its two electrical motors, getting it to 60 mph in lower than 5 seconds. Solely the F-150 Raptor R will beat it in a straight line. Its impartial rear suspension design means the journey high quality over poor pavement trounces that of gasoline-powered F-150’s. Driving a extra snug truck on daily basis makes it value extra, particularly if the use case for such a truck shall be as a each day driver. The frunk is one other large plus, because it permits further, straightforward to entry storage {that a} gas-powered F-150 does not. The entire silence of the powertrain and comfort of one-pedal driving are different large Lightning benefits over any of the gas-powered F-150s, even the PowerBoost hybrid. Except you’re one to relish within the roar of Ford’s 5.0-liter V8, there’s no beating the serenity of cruising round city with simply you, your ideas and a few tunes.
For all these causes, it’s logical that somebody would possibly pony up the additional money for a Lightning Professional as an alternative of a decked-out gas-powered work truck for private use. On the identical time, the Lightning has some limitations should you’re shopping for it purely for work. Towing capability could be respectable with the Prolonged Battery Pack and Max Trailer Tow Bundle at 10,000 kilos, however the distances you tow shall be very important to the acquisition determination. Vary whereas towing with the Lightning suffers significantly, and counting on our public charging infrastructure to create a seamless and dependable expertise for a enterprise shall be a wrestle (at greatest) till the infrastructure improves. The precise driving expertise could also be a great one whereas towing (particularly should you’re native), however we will nonetheless heartily suggest a gas-powered F-150 for any long-haul adventures.
Ford additionally limits retail customers who purchase the Lightning Professional to the usual battery pack, which can solely get you 240 miles of vary. In the meantime, business prospects are allowed to order the Professional with Ford’s greater pack — as our take a look at truck was outfitted — rated for 320 miles of vary. That is sensible for companies attempting to build up a fleet of autos that may haul or tow large masses, however it solely makes the Professional a fair more durable monetary capsule to swallow. Ford prices an additional $10,000 for the additional 80 miles of vary, however companies also needs to observe that it unlocks the upper towing capability and extra horsepower for even faster acceleration — as a result of perhaps your staff will get to their places faster in consequence? I don’t know, I’m spit-balling right here.
Whatever the use case, a piece truck that steps into the $70,000 vary is, at face worth, an outrageous proposition. Maybe it’s the suitable name for a enterprise particularly focusing on inexperienced transportation that’s already on a safe monetary footing. Or perhaps you’ve been contemplating a nicely-optioned F-150 PowerBoost that’s already starting to strategy the Professional’s base value within the low $60,000 vary. Stepping as much as a Lightning Professional would possibly sound like a stretch, however maybe fuel financial savings might cowl that margin over time? Then again, you would additionally simply purchase two completely base F-150 XLs with 8-foot beds and normal cabs for the worth of our take a look at truck. That fuel burner will tow 8,200 kilos and haul 1,965 kilos with its 3.3-liter V6, and whereas large infotainment techniques and high-tech options would possibly sound engaging, these aren’t going to maneuver the needle for companies attempting to make sound monetary choices and maximize how far their cash takes them. In comparison with a base XL work truck, the Lightning Professional appears to be like like a luxurious truck in value. Plus, that “luxurious” truck nonetheless has vinyl seats and vinyl flooring.
This line of thought brings us again to the one logical state of affairs the place the Lightning Professional is sensible as we speak, which is as a private automobile. If you would like an electrical truck for the least sum of money, the Professional would nonetheless drive brilliantly, maintain the entire household, and be crammed with unbelievable tech – you’d simply need to stay with vinyl seats. Sadly, as of this overview’s publishing, that is all theoretical because the Professional is at present bought out for retail prospects. Industrial patrons can go purchase their $60,000-plus work vans, however until Ford lowers the worth again down nearer to the extra affordable $40,000 vary, it’s going to stay a troublesome promote for many use circumstances past these parking it in a private storage.
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