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Ford Finally Allowing Dealers To List EVs Below MSRP

Ford is finally allowing dealers to advertise its EVs below MSRP. According to a bulletin sent to dealers, Ford has done away with strict Minimum Allowable Advertised Price (MAAP) restrictions that were in place for years. The move could help enable consumers to see better prices and make more informed decisions.

Ford spokesman Marty Günsberg confirmed the change for CarsDirect today, adding that the change actually took place back on January 1st. Previously, our understanding was that only the Mustang Mach-E was affected. Now, consumers may find better prices on both the Ford F-150 Lightning and E-Transit as well.

2024 Ford F-150 Lightning truck silver color rear view

While dealers have been able to sell Ford EVs for any price, the rules prevented them from advertising their best prices. The Ad Covenant Policy was introduced in 2019 when the Mach-E was launched. That changed for the Mach-E last December, though rules remained in place for both the Lightning and Transit Electric.

Previously, Ford took a one-price approach that eliminated the traditional dealer holdback amount on its electric cars. Instead, dealers were paid based on a complex formula that included compliance with Ford's advertising standards. The invoice prices for Ford's EVs were effectively identical to their sticker prices.

Last month, Ford took the next step by adopting an invoice price structure more akin to its conventional gas vehicles. Now, consumers may be in a better position to see the best prices from dealers upfront. The changes come amid fierce competition resulting in significantly better incentives for buying and leasing Ford EVs.

Ford cut Mach-E prices by up to $8,100 in February, bringing the EV's starting price below $40,000. With incentives, we found that it could be possible to score a Mach-E for as little as $33,000 in some states when leasing. The changes also enabled Ford to price-match the lease payment of the popular Tesla Model Y.

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      As CarsDirect’s resident pricing expert, Alex offers must-know analyses of pricing & incentives to those looking to buy or lease a car. His consumer-oriented coverage of the latest trends and breaking news has been featured by The Wall Street Journal, Fox Business, Motor Trend, Automobile Magazine, and more.

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