![]() 7 to all dealers nationwide saying public backlash to markups could hurt the company and its dealer network. Letters like these have triggered a sudden and angry response from buyers that surfaced on Twitter and Facebook. the price point has been set at $10,000 over MSRP." 3 dealer letter that said, "As a dealership we are going to be selling these Vehicles over MSRP. From $10,000 to $0Ĭhase's experience illustrates a challenge facing Ford these days. "I am going to buy it!" he said, adding he'd likely go with the Pro. "I am glad the new electric trucks will be sold at MSRP!" Chase wrote the Free Press Sunday. View Gallery: 2022 Ford F-150 Lightning electric pickup revealed He's relieved to see his dealer now say it will honor the manufacturer's suggested retail price listing or MSRP: The new letter eased Chase's concern and now he plans to move forward with his purchase. He had bristled at what he previously called a "predatory" situation that put him "on the fence" about whether to convert his reservation for the truck to an official order. The metro Boston dealership, which less than a week ago defended its enhanced pricing to the Free Press, declined to comment Monday. 14 from Herb Chambers Ford of Braintreeto illustrate the big shift. Longime Ford customer Chris Chase, a construction worker from Dorchester, Massachusetts, provided to the Free Press a letter dated Jan. Watch Video: She is the chief engineer of all-electric Ford F-150, leading a revolutionĪs Ford Motor Co. urges its auto dealers not to jack up prices on the popular F-150 Lightning pickup truck, at least one dealer appears to have reversed a plan to charge an extra $10,000 over sticker price. ![]()
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