Ford offers huge bonuses to dealers who offload F-150s

Ford’s new dealer incentives could lead to better deals for customers

Ford dealers across the U.S. can receive up to $22,500 in bonuses by ordering a 2024 F-150 Lightning model from one of the automaker’s Rapid Replenishment Centers (RRP). These centers act as regional distribution facilities, allowing dealers to stock fewer electric vehicles in their showrooms.

The incentive program launched on October 15th and will run until November 15th. Dealers will receive a $1,000 incentive for each F-150 Lightning XLT, Flash, Lariat or Platinum model ordered, up to a maximum of nine units. For dealers who order 10 to 15 qualifying trucks, the payment will jump to $1,500. This means a dealer who orders 15 trucks can receive a bonus of up to $22,500.

READ: F-150 sales slump spurs Ford’s controversial dealer incentive program

A memo sent to dealers said the program was designed to “further test RRC logistics and efficiencies and increase RRC participation.”

It’s too early to tell how the plan will affect buyers. Cars Direct notes that bonuses and the need to reduce showroom inventory may encourage some dealers to offer better prices and lease deals for the F-150 Lightning. However, some shoppers may not feel comfortable purchasing an F-150 Lightning if they can’t see it in person at a dealership and must order it from one of the distribution centers.

As of September this year, Ford has sold 22,807 F-150 Lightnings, an increase of 86% from last year. To further boost sales of the F-150 Lightning, Mustang Mach-E and E-Transit, Ford recently announced it will provide buyers and lessees with a free Ford Charge Station Pro two-way charger valued at $1,310.

This isn’t the first time Ford has incentivized dealers to sell the F-150 Lightning. Earlier this year, the company launched “tiered incentives” in which dealers can earn $750 per truck when they hit sales targets and $1,500 per truck when they exceed targets.