[digi59404]

A lot of folks here are saying price. They’re not necessarily wrong, list price IS an issue. However Ford dealers have implemented huge incentives to sell them. Leasing and Financing, one dealer offered me 20k off MSRP to buy one.

I would actually argue price isn’t the issue but is an easy low hanging fruit we can blame.

When people buy trucks they do so for security mentally and otherwise. Americans buy trucks to be able to haul around something once a year, to have enough room for the family, to tow things, to go on long road trips, to go over landing, to have the ability to go off-road as needed.

Much of America is rural and has dirt roads or other light infrastructure. During storms trees fall on roads and have to be moved or gone around. I lived 10 minutes from an urban center and my house had one road to/from. Once every 6 months a tree would fall on the road and block access.

Tl;dr people buy trucks for peace of mind, their capability, and rare events that can affect them. Because vehicles are such a huge purchase they buy more incase they need it.

The lightning is neither capable nor offers peace of mind due to its limitations in range, towing, and charging station availability.

[annoyingnoob]

I bought a used F-150 Lightning with 1000 miles on it. I paid $21k under the sticker price. It was still expensive. I have no range concerns but I'm mostly in the city.