Ford warns dealers taking advantage of F150 Lightning reservation holders

[generaltso]

A friend of mine has a reservation for a Lightning and just got this email from our local dealer. I love how they're telling customers that Ford is encouraging them to charge over MSRP and is REQUIRING them to enforce the no-resale provision. Do dealers really think that the truth isn't available to everyone on the Internet?

We have been working very hard to make sure we stay on top of the Lighting orders, and we have finally came to a conclusion on pricing. First off, we sincerely apologize for the pricing changes. Our reason for doing this, is because Ford is trying to prevent customers from re-selling their Lightnings for profit, so we have been encouraged to charge over MSRP. We are NOT charging over MSRP. We will be selling Lightning's at MSRP. Ford is requiring us to have you sign a form that states you will not re-sell your Lightning for a certain amount of time. Regardless of what Ford corporate suggests, we will not be charging over MSRP. We have been notified that some dealers are charging in excess of $30,000 over MSRP. Wave 2 orders have begun today. We are getting 7 Lightning trucks for wave 2 and have emailed all 7 of those customers directly in a separate email. The orders are taken and submitted in the same order as the reservations we received. We will notify you when it is your turn to place the order. You will also get a notification from Ford corporate directly.