- Ford dealers are being encouraged to order F-150 Lightning models from its distribution facilities.
- Thanks to the incentives, some dealers may be encouraged to offer customers better prices.
- Dealers will receive payments for every F-150 Lightning XLT, Flash, Lariat, or Platinum they order.
Ford dealerships across the U.S. stand to pocket up to $22,500 in bonuses for 2024 F-150 Lightning models ordered through one of the automaker’s Rapid Replenishment Centers (RRCs). These regional hubs act as distribution points, designed to help dealers cut back on keeping a glut of EVs in their showrooms.
The bonus program was launched on October 15 and will run through until November 15. Dealers will be paid $1,000 for each F-150 Lightning XLT, Flash, Lariat, or Platinum model they order, up to a maximum of nine units. The incentive sweetens to $1,500 per truck for those placing orders of 10 to 15 vehicles. A dealer hitting the top bracket with 15 trucks stands to collect the full $22,500—effectively rewarding those who go all-in on Lightning stock.
Read: F-150 Sales Slump Spurs Ford’s Controversial Dealer Incentive Plan
A memo sent to dealers stated the program is designed to “further test the logistics and efficiencies of RRCs and to increase RRC engagement.” The subtext here? Ford’s making a play to bolster the performance of its RRC network, a critical element in smoothing the rollout of its electric future, while dangling a hefty carrot in front of dealerships.
It’s too early to say how the program may impact buyers. Cars Direct notes it’s possible some dealers may be encouraged to offer better prices and leasing deals for the F-150 Lightning, thanks to the bonuses and reduce the need to stock in showrooms. However, some shoppers may not like the idea of purchasing an F-150 Lightning if they can’t see it in the flesh at a dealership lot, and instead, it has to be ordered from one of the distribution centers.
Ford had sold 22,807 examples of the F-150 Lightning through September this year, an 86% increase compared to last year. In a bid to further drive up sales of the F-150 Lightning, as well as the Mustang Mach-E and E-Transit, Ford recently announced it will offer buyers and lessees a free Ford Charge Station Pro bidirectional charger worth $1,310.
Of course, this isn’t Ford’s first rodeo when it comes to greasing the wheels for dealers. Earlier this year, the automaker introduced “stair-step incentives,” where dealers could receive $750 per truck for hitting sales targets and $1,500 for surpassing them. The latest incentive scheme is just another page in Ford’s playbook to push its electric ambitions, even if it means stepping on a few traditional toes along the way.
