Ford dealerships in the U.S. can now earn bonuses of up to $22,500 for ordering 2024 F-150 Lightning models through the automaker’s Rapid Replenishment Centers (RRCs), a network of regional distribution hubs. This program, launched on October 15 and running through November 15, is aimed at encouraging dealers to utilize the RRCs rather than maintaining large EV inventories on-site.
Dealers will receive $1,000 for each F-150 Lightning XLT, Flash, Lariat, or Platinum model ordered, up to a limit of nine trucks. For orders of 10 to 15 trucks, the bonus increases to $1,500 per vehicle, allowing a dealer to earn the maximum $22,500 by placing orders for 15 units. The incentive is intended to support the testing of logistics and efficiency within the RRC system, as outlined in a memo sent to Ford dealers.
The program is designed to strengthen Ford’s RRC network, a key component of the company’s strategy for the distribution of its electric vehicle lineup. While it’s uncertain how this will affect buyers directly, some experts speculate that the bonuses may encourage dealers to offer better pricing and leasing deals on the F-150 Lightning. However, the need to order vehicles from distribution centers, rather than having them available in showrooms, might deter some customers who prefer to see the vehicle in person before purchasing.
Ford has sold 22,807 units of the F-150 Lightning through September, marking an 86% increase from the previous year. In addition to the bonus program, Ford is offering buyers and lessees of the F-150 Lightning, Mustang Mach-E, and E-Transit a free Ford Charge Station Pro, valued at $1,310, as part of its efforts to further boost sales.
This bonus initiative is part of a broader strategy by Ford to incentivize dealers and drive up EV sales, building on earlier “stair-step incentives” introduced earlier this year, which rewarded dealerships for meeting and exceeding sales targets.
Source: Cars Direct
