The F-150 Lightning Pro, the cheapest version of the electric truck aimed at commercial buyers, now starts at $49,995 (R900,365).
“The EV market is rapidly changing and we need to adapt to remain competitive,” said Martin Gunsberg, a Ford spokesperson.
“But this is straight out of the Tesla playbook of starting high and coming down as they got more scale. Everyone loved it when Tesla did, so it’s not fair to punish everyone else when they do it.” Wall Street has expressed on Farley’s goal to achieve an 8% return, before interest and taxes, on Ford’s EV business by the end of 2026.“The skepticism could increase,” Whiston said. “But the plan Ford laid out hinges on margins improving as they achieve scale. And to achieve scale you need volume, which means selling vehicles at less than $70,000 to $98,000.”The price cuts still leave an electric F-150 well above its gasoline-fueled counterpart.
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