Ford took action against the dealers telling them to either list MSRP, or in the case of mannequin models, remove them altogether as they should not be advertised for sale.
Ford reached out to us after our published piece on the F-150 Lightning markups and told us that it communicated with the dealers offering the following statement:
“We reached out to the dealers mentioned in your story so they could check on the status of these vehicles. All the Lightnings referenced have been adjusted to MSRP or taken down as they are not currently for sale” Ford as well as some dealers, clarified that “mannequin” or demo models should not be advertised for sale at all. We should note here that from the following examples we reported on, Sawgrass Ford first updated the price, dropping the original $143,874 down to $93,874 or MSRP, before completely removing the listing, which turns out was a “mannequin” model that shouldn’t have been advertised online in the first place after we spoke to both the dealer and Ford., Volkswagen, and Toyota.
We’ve posted the actual asking price on the dealers’ websites along with the window sticker below but here’s some context first. On Wednesday, we reported on a Florida dealership that originally appeared to have a $69k markup on a base F-150 Lightning resulting in double the MSRP.who decried claims that it was a legitimate markup.
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