2022 Ford F-150 Lightning Pro – This Is the Value Sweet Spot
By Edward A. Sanchez – May 24, 2021
Since the official reveal of the 2022 Ford F-150 Lightning last week, more details are slowly trickling out about various details, derivatives and trim levels. Today, we get a closer look at the “Pro” trim level. As the name suggests, the model is targeted mainly toward commercial and fleet customers. But the equipment level and pricing would likely also hit the sweet spot for many personal-use, consumer buyers.
The Pro is essentially the “entry-level” Lightning with a starting MSRP of $39,974 for the standard-range version. However, the extended-range (est. 300 miles) version will be offered for $49,974. Both prices are before applicable tax credits or government incentives.
However, even the base model appears to have many of the features of the other Lightning models, including the plethora of charging outlets, a large horizontal touchscreen display (though not as large as the Lariat and Platinum’s 15.5-inch vertical display), and like the other Lightning models, standard all-wheel drive.
The F-150 Lightning Pro’s 12-inch touchscreen might be down on size from the consumer-grade version, but it’s still impressive.
Although not explicitly stated, it appears the Lightning Pro still has standard air conditioning and power windows (although you can still spec crank windows on the ICE-powered F-150 XL). So it may not have massaging leather memory seats, filigree stitching, or a panoramic sunroof. Frankly, many truck customers don’t really care about those features. Don’t get me wrong, there are plenty that do, as evidenced by strong sales of the Lariat, King Ranch, Platinum, and Limited trims of the F-150, and the runaway success of GMC’s Denali sub-brand. But air-conditioning, Bluetooth, power windows, and remote locks are likely sufficient for many buyers.
Official pricing for the XLT has been announced at $52,974. I think that pricing is a tad rich for what traditionally has been a thoroughly mainstream trim level. I would put the standard-range XLT at $48,000 and the long-range at $53,000 (or $52,974, if you will). Would I rather have cloth seats and a driver-side power adjustment than sweaty vinyl seats and manual adjustment? Yes. Would I be willing to pay slightly more to get those features? Yes. I’ve long gotten past the point of shock and incredulity of half-ton trucks costing more than $50,000 still having cloth seats. That’s just the reality we live in today. Besides, let’s face it, “vegan leather” by any other name is essentially vinyl. Mercedes-Benz already desensitized the premium market with MB Tex decades ago.
Although Ford has made it clear a big part of the F-150 Lightning’s pitch will be to commercial customers, I’m hoping the company won’t limit sales of the Pro to strictly commercial buyers. As in, if John Smith suburbanite dad and weekend warrior walks into his local Ford dealer and wants to buy a Lightning Pro, and the salesperson says, “Sorry sir, those models are only for fleet and commercial customers. Could I interest you in a Lariat or Platinum?”
The Lightning Pro is targeted towards commercial customers, and the F-150 EV’s specs so far show it should be up to the task.
Based on my experiences with dealerships, I put nothing beneath them in terms of bone-headedness and tone-deafness to the wants or needs of customers. “Your Experience May Vary” is an understatement. Many will likely sell any trim to any customer. But finding and catering to the value “sweet spot” with the Lightning will be key for mass adoption.
Journalists, bloggers and consumers grousing about the high prices of full-size trucks is nothing new. You can find articles bemoaning the trend nearly a decade ago. From a purely objective standpoint, the OEMs will keep ratcheting them up and preserving their rich profit margins until it starts to effect sales – which it hasn’t. True, you sometimes see five-figure seasonal incentives on some of these trucks. But even at that steep discount, you have to believe the dealers and OEMs are still making money.
If anything, I think the Lightning may be supply-constrained for a few years, due to both batteries and the ongoing automotive semiconductor shortage, which affects both ICE and EV models. Even bringing the standard-range Pro model to market for (barely) under $40,000 is a laudable accomplishment. I’m sure the boardroom in Dearborn is licking their lips at the fat margins on those $90,000+ Platinum Lightning models. And there will surely be some buyers even at that staggering price stratum. But don’t forget about us average guys (and gals), Bill and Jim.
(Images courtesy Ford)
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