Ford is threatening to punish dealers who demand additional deposits to reserve an F-150 Lightning, but can do nothing to control price gouging.
Lately, Ford dealers have come in for plenty of criticism for their heavy-handed tactics with people trying to buy a hot selling Mustang Mach-E by adding $5,000 to $10,000 markups to the sticker price. But the latest scam among some Ford dealers is demanding more money from customers who have reserved an F-150 Lightning.
The answer is, apparently so. “You want the truck that bad? Here are the terms. Take it of leave it.” And people wonder why some of us loathe car dealers and car manufacturers. What a bunch of scum-sucking bottom feeders! If someone presented that proposal to me, I would tell them to go shit in their hat and pull it down over their ears — or worse! The rationale is that someone could “flip” a new Lightning for more money than they paid for it.
Someday, dealer lots will be crammed full of F-150 Lightnings in every color of the rainbow just waiting for a ready, willing, and able buyer to come along much as conventional trucks fill dealer lots today. Until then, if you absolutely have to be the first on your block to drive an electric F-150, go on down to your local dealer, hand over your wallet, and say “please.”
How Ford thinks demanding extra money from reservation holders threatens the Ford brand and the reputation of its dealers but cramming a no-resale contract down people’s throatsis a mystery, and I am going to ask Jim Farley for an explanation the next time I see him. He better have a damn good answer.
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