A mysterious “cooling EV sentiment” has affected nearly every automaker, and even Ford’s once white-hot electric pickup truck may be starting to feel the burn. As dealers struggle to sell remaining 2024 Ford F-150 Lightning models, Ford is inventing new ways to move metal. One way is by introducing Retail Replenishment Centers (RRCs), locations dedicated to holding inventory to manage flooring costs and space for dealers. Ford is enticing dealers to “buy now,” and dealerships can earn up to $22,500 per month by ordering trucks from the RRC.
Ford hopes to move more electric trucks with dramatic dealer incentives
According to a new memo circulating the web, Ford is offering dealers up to $1,000 per unit when they restock their Lightning inventory via the RRC. But, that figure creeps up to $1,500 each when the dealer orders nine or more units – up to a maximum of 15. Since Ford has offered to pay retroactively to the first unit, that means a total of $22,500 is sitting on the table.
The program will run from October 15 until November 15 of this year, and Ford says it’s a win-win situation. Dealers can save space while still offering shoppers the same or more flexibility in the model they choose. It could backfire; some dealerships may take advantage of the rebate only to find that it simply doesn’t make sense to normally have the Lightning in stock. That could diminish choices for shoppers – and competition for Lightning-stocked Ford dealers.
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