Ford To Dealers: Break The Rules And Lose F-150 Lightning Allotment
There have been many reports of Ford dealers telling customers that they will be adding thousands of dollars of ADM (added dealership markup) including as much as $30,000 over the MSRP.
I have an F-150 Lightning reservation and spoke to a number of local Ford dealers, and I could only find one that promised me (although they wouldn’t put it in writing) that they would sell me my vehicle at MSRP, and that’s the dealership I’m going with.
However, it seems as though the price-gouging isn’t limited to ADMs at some dealerships. There have been reports that a small amount of Ford dealers are telling customers that they need to pony up additional money if they want to be one of the first customers to be able to order an F-150 Lightning. That’s not sitting well with Ford.
“It has come to our attention that a limited number of dealerships are interacting with customers in a manner that is negatively impacting customer satisfaction and damaging to the Ford Motor Company brand and Dealer Body reputation.” -Andrew Frick, Ford vice president of U.S. and Canada sales.
To be clear, this isn’t about ADMs. There are very clear laws that prevent auto manufacturers from interfering with the dealer/customer relationship, and OEMs have very limited control over what pricing the dealers set. This issue is different because it appears as though some dealers are “selling” early delivery slots to those that are willing to pay the exorbitant additional fee.
The document was first posted on the F150 GEN14 Forum
Ford views that as violating the Sales and Service agreement that every dealership has with Ford, as it is “negatively impacting customer satisfaction and damaging to the Ford Motor Company brand and Dealer Body reputation”.
As a punishment, the letter states that “if it is determined that your dealership is engaging in such practices, Ford Motor Company reserves the right to redirect that dealership’s allocation of the F-150 Lightning for the entirety of MY 2022”.
Additionally, the letter advises dealers to add a No-Sale Provision to all F-150 Lightning contracts. The intent of that clause is to prevent customers from taking delivery of an F-150 Lightning and instantly flipping it for more than what they paid.
Ford provided the language which requires the buyer to agree not to sell, offer to sell, or transfer any ownership interest in the Lightning within one year of purchase. If the buyer violates the agreement they can face legal action including blocking the title transfer to the purchaser.
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