As with most things in the world, the Ford F-150 Lightning has increased in price since it was released earlier this year. When Ford announced the price increases for the 2023 model year last month, the company specified that existing reservation holders would pay the original pricing.
“Current order holders awaiting delivery are not impacted by these price adjustments,” said Marin Gjaja, chief customer officer of Ford’s Model e program.
However there was a catch, as those comments came from Ford USA, and apparently no similar price protection is being offered to customers in Canada.
One couple in British Columbia discovered this difference the hard way after the F-150 Lightning they pre-ordered with a $2,500 deposit in January will now cost $10,700 more than their original agreement.
Jason and Melanie Bean from Vancouver Island told Global News they were called in to their local dealer on January 8 to configure their electric truck. Once there they did just that and signed a “preview order,” which included a detailed breakdown of their specific configuration, and a price of $101,625.
It wasn’t until August when Ford reopened their order books for the 2023 model year that they discovered their Lightning was now going to cost $10,700 more.
Bean says the dealer told them they could no longer receive a 2022 Lightning and had to accept a 2023 model in a different colour, along with the price increase.
Unfortunately the Beans couldn’t stomach the price increase and cancelled their order, with the dealer returning their $2,500 deposit.
Ford Canada did not respond to requests for comment from Global News.
This obviously isn’t the first time we have heard of questionable practices by dealerships when it comes to selling electric vehicles (EVs) that are in high demand. Several dealers in the US have been found applying markups to the Lightning, which in one case nearly doubled its original price.
These markups have happened even though Ford has warned their dealership network not to do it. They have anyway because under the dealership model, they have the autonomy to set the final prices.
But Ford can still pressure their dealers to do the right thing, which they seem to be unwilling to do in Canada.