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My F-150 Lightning Story

  • Ron Lovell

Check out details here:

So, it doesn't look like there is a huge benefit to this partnership. I will find out more tomorrow. I bit the bullet and filled out the form for contact. The average person STILL can't get a Lightning, so it doesn't matter if they have a killer partnership. The marketing teams of both companies probably joined forces over a decaf-oatmilk-vente-latte and said "hey, let's roll with a #sunrunford campaign! I can hear the Ford guy saying "sure, #fordsunrun ! They can add this very productive partnership to their weekly meeting notes when the boss says "why do I pay you guys?"

I also went so far as to contact with no reply. I did get a very nice call from Charles Holden at who shared my concerns and frustrations. He was very nice and professional, and shared the new direction Ford is taking. His dealership only received 6 Lightnings in this year's allotment, so he has none for me. Nice to get a call back though!

  • Ron Lovell

So I finally got the email I have been waiting for. Since I placed my reservation on day one, I figured I would have the best chance of anybody to get a Lightning. Um, nope. This is the exciting email...

When you click the button in the email that says "Order Your F‑150® Lightning™ Now", you have to log into your Ford account. I was super excited because it also said be ready to plop down your $500 deposit to secure your order, "subject to your local dealer availability", plus the disclaimer that they don't control the price or mark-up. I had my credit card in hand and butterflies in my stomach. Time to log in...

More butterflies as I clicked "Configure & Order". I couldn't believe it. I'm first to reserve and first to order...


then this.

Wait a minute. Pro Model "sold out"?!?!? XLT Model "sold out"?!?!? How could that be? I reserved first! I am a commercial customer with a business, customers, license, etc. I may have chosen the XLT just to add the cool LED lights on top of the hood. But "sold out"? That seems deceptive at the very least. I reserved first day, and tried to place my order the second I was notified that the ordering window was open. Ford even sent me a text...

My question is this. How can a model be "sold out" when they may not have even produced any. Did they take any orders or are they only producing the $70,000-$100,000 top of the line models? I actually understand if they decided to do that. Why sell Pro or XLT models that have less margin of profitability when you can sell the high end models. Plus, when people see the Ford F-150 Lightnings out on the street for the first time, people will be impressed with how nice they are. My biggest concern is trust.

When you buy a Ford product, you hopefully trust the brand and have pride in the "Blue Oval". Once a loyal customer gets burned by a brand, they usually don't forget. Ford could be making a big mistake by not only acting in bad faith (let's just say they are "sold out", when in fact we don't want to make the cheaper models). That pisses me off. Plus there are these stories out there... "Ford F-150 Lightning reservation holders face massive US$30,000 dealer markup as demand for the electric truck outstrips supply"

Anyway, I "extended" my reservation instead of cancelling since I really do want a new truck, and believe in the product. I just don't have $100,000.

  • Ron Lovell

I saw the press release and watched with anticipation the first test drive. It was time, so I bit the bullet and placed a reservation. First, a bit about me and my current stable of Fords.

The author and his 1965 straight-6 project

At one point I had my '65 and a '66 project with a 289

My current 2012 F-150 with my helper "Cooper"

This E-450 is where we live in the summer. Perks of being teachers!

So I have three Fords right now, but I have 130,000 or so on my 2012 work truck. I manage 3 rental properties and when I saw the Pro model, that would work. I beat up my trucks a bit (it is a truck!), so I don't need anything fancy. I figured if I ordered on day one, I would stand a pretty good chance of getting one. Wrong. I plopped down my $100 on Thursday, May 20, 2021, 1:38 PM. I got an email and contact from my dealer right away!

"Congratulations, Ron!

We received your reservation* and deposit payment for an exciting new 20‌22 F‑150 Lightning. You’re that much closer to taking the wheel of the smartest F‑150 yet.


Vehicle: F‑150 Lightning

Date Reservation Placed: 05/20/2021

Reservation ID Number: 1087xxxx

Your Ford Dealer: Santa Maria Ford

Deposit Payment Value: $100

Deposit Card Type: VISA

Deposit Card Number (last four digits): xxxx

You can log in to your Ford Account for the latest info on your vehicle."

I also got an email from my local dealer the same day...

"Hi Ron,

Thank you for your internet purchase request on a 2022 ford F-150 Lightning. I'll contact you shortly to discuss trim levels and available options that will best meet your needs, wants and desires.

As a consumer myself, I always want my final decision to be made with 100% certainty. Whether by phone, email or text, I'll be happy to answer questions about current incentives and internet value pricing.

Most people find that a short 5 minutes phone call is better than back and forth emails, and the quickest way to get the information you want.

What is the best number to reach you at?

Click here for: Santa Maria Ford Lincoln Location

Thanks again for your inquiry and consideration,

Rudy Ramirez

Sales Consultant"

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