Ford prepares to resume shipments, cuts some prices

Dearborn, Michigan – ford motor We’re lowering the starting prices of select all-electric F-150 Lightning pickup trucks as we prepare to resume vehicle deliveries after quality issues.

The included models are expected to launch later this month at prices that are $2,000 to $5,500 less than they were before the automaker halted deliveries in early February due to undisclosed quality issues.

The biggest price drop is in the pickup’s mid-level “Flash” trim, which is now priced $5,500 lower at $67,995. Next, the Lariat model is discounted by $2,500, bringing its current price to $74,995, and the XLT model is discounted by $2,000, bringing its new price to $62,995.

Pricing remains unchanged for the entry-level Pro model at $54,995 and the top-of-the-line Platinum model at $84,995.

The cost cuts are the latest EV price changes across the broader auto industry amid slower-than-expected consumer adoption. Ford’s cuts come three months after it adjusted Lightning prices, including price increases for some models.

“It’s part of our normal response to where the markets and supply and inventory are,” Ford Chief Operating Officer Kumar Galhotra said. 150 plants in Dearborn, Michigan. “New technologies like electric vehicles take time to find the right sweet spot and balance.”

Galhotra declined to comment on the nature of the problems that led to the shipment disruption and why the gas and diesel versions of the F-150 were held up for months after production began. He said engineers are continuously writing software on the vehicle’s modules connected to the modem to detect anomalies and determine defects.

“There were a few small issues,” Galhotra said. “Once we find a solution, we solve the problem and then we release it. We try to find everything we can.”

Ford called it an “unprecedented truck offensive” Thursday and said it was assembling and delivering 144,000 F-150 full-size and Ranger midsize pickup trucks to dealers and customers during the first quarter of this year. About 92% of the pickups built were F-150 pickups.

Having too many cars is not a good thing for car manufacturers. That means more costs on the books and delays in deliveries to dealers and customers.

Last month, Automotive News reported that Ford had revived its controversial practice of goal-based incentives for dealers, called cascading programs, to boost vehicle sales. The automaker, which did not immediately respond for comment on the program, has been extending cash bonuses to retailers since February if they meet or exceed monthly F-150 sales targets, Automotive News reported.

Last year, Ford delayed shipments of its full-size Super Duty pickup truck, the F-150’s sibling, for several months to conduct additional quality checks and inspections due to recent launch issues that led to recalls and higher warranty costs.

“We always put quality first. These are very complex vehicles with complex launches. We want to take our time to make sure everything is good and perfect,” he said. “And only when we are satisfied with the quality level will we start shipping to our customers.”

Ford says warranty costs create a $7 billion to $8 billion annual cost disadvantage compared to existing competitors.