Pro All-Wheel Drive SuperCrew Cab 5.5 ft. box 145 in. WB
2023 Ford F-150 Lightning

The 2023 Ford F-150 Lightning Pro that just left my driveway is a prime example of how pricing changes can shift your whole perspective on a vehicle. When Ford launched the Lightning for the 2022 model year, the Pro started at a dumbfoundingly good price of just $41,769. Today, that same truck will run you $61,869. What in the blazes happened? According to Ford, materials costs, supply chain struggles and market factors happened. No matter the reason/excuse, though, such a price increase in such a short period of time is simply unfathomable for any vehicle. You might be thinking to yourself that the original price was simply too good to be true. I was curious myself how Ford managed to price the Lightning as low as it did originally, and when queried in 2021, Ford’s general manager for its battery-electric vehicle division, Darren Palmer, had answers. In a nutshell, Ford promised that it could still turn a profit on the Lightning at its original price because of scale and parts sharing with the gasoline F-150 and its other EVs. It makes some sense — nothing sells better than the F-150 in the United States. Almost two years later, though, and Ford’s ability to brag about profiting at that eye-popping low price is kaput. The vinyl-covered, base-spec work truck version of the Lightning is now an over-$60,000 proposition, and when you know where the price started from, it’s impossible not to feel a little depressed about the truck’s competitiveness. However, the “competitiveness” angle is where Ford has truck buyers where it wants them.  What other electric pickup are you going to buy? There’s the Rivian R1T, but that’s both considerably smaller than the Lightning and goes for even more money. And then there’s the Hummer EV Pickup, which is basically unobtainium for now until GM ramps up production. Neither are exactly what you think of when someone says “pickup,” either. Others are coming, including more traditional offerings from GM and Ram, but they’re not here yet. Buyers are therefore left with the Lightning, nothing or the excellent gas-powered work truck across the dealer lot. Ford specifically made the Lightning Pro for fleet duty. Be that as it may, the Pro “work truck” with vinyl seats/flooring, no keyless entry and a plastic steering wheel is surprisingly well equipped. If you want a similar level of equipment and features in a gasoline-powered F-150 — including the Pro’s included 2.4 kW Pro Power Onboard generator system, LED headlights, 12-inch infotainment system, fully digital gauge cluster, dual-zone auto climate control, heated seats and way more — you’re looking at an F-150 XL PowerBoost hybrid that is pushing well into the mid-$50,000 range. Going without Pro Power and the requisite hybrid powertrain would save some money, but it’s a tough feature to lose. When you drill down on these like-for-like equipment comparisons, the Lightning Pro that was looking like a rip-off just a few moments ago looks like it has potential. Plus, there are a lot …
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