Ford giving dealers up to $22,500 for F-150 Lightning restocks

Ford is offering dealers up to $22,500 for restocking the F-150 Lightning electric pickup through a new pilot program aimed at testing the brand’s Retail Replenishment Centers (RRC).

Driving the news: A bulletin posted earlier this week outlines how dealers can take advantage of the program, which lasts until Nov. 15.

• Dealers will be awarded $1,000 for each F-150 Lightning they stock through a Ford RRC, up to a maximum of 15 units. All trim levels are included in the program except the Lightning Pro, which hasn’t been available via retail since April despite being the cheapest.

• The $1,000 per-unit offer changes depending on the number of trucks ordered. Retailers who pass nine units will instead receive $1,500 for each vehicle, including those previously ordered.

• This leads to a possible total of $22,500, assuming retailers restock the maximum of 15 units.

Zooming in: In its notice to dealers, Ford explained that the program would help test the “logistics and efficiencies” of its RRCs.

• The centers were first announced last year as a way of lowering distribution expenses for electric vehicles.

• Since the RRCs are located close to Ford EV retailers, their use can also lower customer delivery times and reduce the number of vehicles dealers keep on hand, resulting in cheaper inventory costs.

• While Ford is looking to boost engagement with the program, it may also be looking to clear inventory for 2025 model-year Lightning pickups. The company has introduced aggressive incentives for the current Lightning, including a 0% APR deal for 60 months.

Bottom line: While Ford initially used heavy-handed tactics to get dealers to embrace EVs, it has since drastically altered its approach, aiming to work alongside retailers rather than against them. At the same time, with EV demand continuing to climb in key markets, programs like these won’t be around forever.

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