Ford is ramping up its efforts to attract buyers from rival brands, specifically targeting pickup truck drivers. In its latest initiative, Ford is offering Ram owners a discount of up to $2,000 if they switch to the F-150 Lightning electric pickup.
In the third quarter of this year, Ford sold an additional 7,162 Lightning models, bringing the total to over 22,800 electric pickups sold in the U.S. through September. As competition intensifies with new entrants like Tesla’s Cybertruck, Chevy Silverado EV, and GMC Sierra EV, Ford aims to maintain its market share.
Previously, Ford extended a $1,500 discount to Tesla drivers for 2023 and 2024 F-150 Lightning models. The recent offer for Ram owners is detailed in a note sent to dealers on October 8, indicating that the discount applies to both 2023 and 2024 F-150 Lightning models. While the maximum discount of $2,000 is available in California, it is also offered in key markets such as Atlanta, Denver, Boston, Chicago, and Dallas, with a $1,000 discount in most other regions.
Despite the F-series being the best-selling vehicle in the U.S. for 2024, Ford’s sales have declined by 4% through the first nine months compared to the previous year. The company has also recently lost its position as the second best-selling electric vehicle brand in the U.S. to General Motors, which is gaining traction with new models like the Chevy Equinox, Blazer, and Silverado EV.
In addition to the competitive landscape, Ram is preparing to launch its first electric truck, the 2025 Ram 1500 REV, expected to hit U.S. dealerships in early 2025. This electric pickup will offer a range of up to 350 miles with the standard 168 kWh battery and over 500 miles with the optional 229 kWh battery. Ram claims its electric truck can tow up to 14,000 lbs with a maximum payload of 2,700 lbs, while the Ford F-150 Lightning offers an EPA-estimated range of up to 320 miles and a towing capacity of up to 10,000 lbs.
The 2024 Ford F-150 Lightning starts at $62,995, while Ram has not yet disclosed pricing for the 2025 Ram 1500 REV, though it is anticipated to start around $60,000.
As part of its “Power Promise” initiative, Ford is also providing EV buyers, including those purchasing the F-150 Lightning and Mustang Mach-E, with a free Level 2 home charger and covering the installation costs, further enhancing its appeal to potential electric vehicle customers.
Source: CarsDirect
