How can Ford effectively entice new customers away from its competitors? Its primary focus now targets pickup truck enthusiasts, specifically Ram brand owners. Ford is offering incentives of up to $2,000 to Ram owners who trade-in their vehicles for a new F-150 Lightning.
Ford aims at Ram pickup proprietors with fresh inventory.
Ford has promoted over 22,800 electric pickups in the US through September, with an additional 7,162 Lightning models sold during the third quarter alone.
As electric pickup trucks like Tesla’s Cybertruck and the Chevrolet Silverado EV, as well as the GMC Sierra EV, enter the market, Ford must find ways to preserve its market share.
Ford is offering incentives of up to $1,500 on select 2023 and 2024 F-150 Lightning models for Tesla owners. Now, it’s targeting homeowners who’ve already fallen for the competition – Ram.
According to online automotive analysis agencies, Ford is offering up to $2,000 in incentives to Ram owners who switch to a new F-150, including the all-electric Lightning model.
Ford has notified retailers that inventory levels are healthy for both 2023 and 2024 models of the F-150 Lightning, as of October 8. While the lowest price tag of $2,000 can be found primarily in California, this offer is also available in various parts of the United States, including Atlanta, Denver, Boston, Chicago, and Dallas. Ford is offering a $1,000 discount in many locations nationwide.
Keeping off incoming rivals
Despite being the top-selling car brand in the US in 2024, Ford’s F-series saw a 4% decline in gross sales through the first nine months of the year compared to 2023.
Ford has recently been surpassed by GM as the second-best selling electric vehicle (EV) model in the US. As General Motors continues to introduce innovative models such as the Chevy Equinox, Blazer, and Silverado EVs, the automaker is experiencing a notable increase in market share.
Meanwhile, Ram is introducing its inaugural electric pickup truck, the 2025 Ram 1500 Revolution (REV). The Ram brand’s inaugural electric pickup is slated to arrive at US dealerships in early 2025, boasting a maximum range of up to 350 miles on a single charge, courtesy of its standard 168-kilowatt-hour battery. Ram claims its upgraded 229 kWh battery enables electric vehicles to cover more than 500 miles on a single charge.
| (EPA-est miles) | ||
| XLT | $62,995 | 240 |
| Flash | $67,995 | 320 |
| Lariat | $76,995 | 320 |
| Platinum | $84,995 | 300 |
| Platinum Black | $92,995 | 300 |
The up-to-date 2024 Ford F-150 Lightning’s value varies by trim level, excluding a $2,095 destination charge.
The Ram brand also asserts that its electric pickup can haul up to 14,000 pounds with a maximum payload capacity of 2,700 pounds. The Ford F-150 Lightning is expected to achieve an estimated range of up to 320 miles on a single charge, according to the Environmental Protection Agency (EPA), although actual mileage may vary. Additionally, it can tow trailers weighing up to 10,000 pounds.
The 2024 Ford F-150 Lightning starts at a base price of $62,995, marking a significant entry point in the electric pickup truck market. While pricing details haven’t been officially announced, the 2025 Ram 1500 REV is expected to begin around $60,000.
Ford’s new “Energy Promise” initiative extends to electric vehicle (EV) customers, offering complimentary installation of Level 2 charging stations at home, covering the cost of setup alongside the purchase of F-150 Lightning and Mustang Mach-E models.
