Ford Lightning Excluded From A Big Loyalty Discount

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Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, 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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, Senior Pricing Analyst - October 21, 2021

F-150 Lightning buyers won't be eligible for some of Ford's best deals. According to a bulletin sent to dealers, the brand's first electric pickup doesn't qualify for as much as a $2,500 loyalty discount for existing customers. That could put EV buyers at a big disadvantage compared to the company's gas-powered vehicles.

The deal in question involves a direct mail offer targeting current Ford lessees with a loyalty discount worth anywhere from $500 to $2,500. The so-called RCL Renewal offer is an ongoing deal for "Red Carpet Lease" customers good toward the lease of just about any brand-new Ford. However, there are exceptions.

A closer look finds that the deal excludes all F-150 Lightning trucks. As a result, current Ford lessees hoping to score a discount for staying loyal may end up being disappointed. Having said that, this may not be surprising since the program also excludes specialty models like the Bronco, Mach-E, F-150 Raptor, and more.

Unlike the regular F-150, incentives for the all-new Ford Lightning are already shaping up to be quite different. We already know the F-150 Lightning will take a page from Ford's Mach-E playbook by offering a lease-like balloon financing program called Ford Options Plan. We also see signs of a major drawback for lessees.

As we reported earlier this week, 2022 Mach-E leases don't pass along $7,500 tax credit to customers. If that proves to be the case with the Lightning, leasing one could end up being a lousy option. EVs do tend to qualify for state plug-in rebates, but there clearly seem to be some potential trade-offs with the Ford Lightning.

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, Senior Pricing Analyst

As CarsDirect’s resident pricing analyst, 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.

Follow On: Twitter

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