74% of Ford F-150 Lightning buyers have come from other brands

[CountryRoadEV]

74% Club…this is my first and last Ford because of their actions and because Dealers just don’t want to work on these.

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[Joe Dablock]

I’m a 74% er also. Never owned a Ford (diehard MOPAR) until we bought a 22 MME er and then the 23 Lightning er.
I guess it is up to Ford what I do next. I’m convinced 100% ev is the way of future (except for long distance towing).
I’m set for quite a few years. So I will have to see what is available when I wear these two EVs out. But my goal is 200k miles each, so I got a ways to go. Currently MME 73k and Lightning 50k. They both have exceeded my expectations so far (I keep waiting for the hammer to fall).

 

[Astrotrain00]

Part of the 74% club, too.

First Ford, third truck, with a few cars in between.

 

[ScottC]

Well technically….my very first car was a used 1974 Ford Maverick w a 302 V8. That car would hydroplane on 5 drops of rain.

I went used Toyota Corona SW, VW Rabbit, Volvo DL SW, and then 3x 4Runners (still have 2). Started leasing sedans 3x BMW, 3x Mercedes which took
me to 2016 when I first test drove a model S and realized I would never buy an ICE again. 3x Teslas later I got itchy for something less fancy and from a company who could take the EV to the masses.

 

[On the Road with Ralph]

My previous truck was a 2005 Silverado 2wd. That v8 screamed pulling my v-nose trailer up hill while the Lightning couldn't care less about that thing back there.

I used to borrow my sister’s Silverado of the same vintage to pick up gravel for my rural driveway in Arkansas. A ton of material would squat the truck in the rear and send its nose skyward; it would strain to get up the final steep hill to the property.

The Lightning? It couldn’t care less. It sits level and drives with the same authority it does when it’s unladen. It is the best truck I have ever driven (and I’m 71 years old). I blame Ford dealers and poor marketing for its demise. I plan to keep mine until the wheels fall off.

 

[efme]

anyone here ever fill out a survey? how did they come up with this? I've never filled one out

 

[Maquis]

anyone here ever fill out a survey? how did they come up with this? I've never filled one out

No need. The sales numbers tell the story. Ford cannot make money on this design at the rate they are selling. They likely had a plan for a smoother transition and wind down, but the supply problems cause by the fires at the aluminum plant necessitated the immediate shutdown in order to sustain the profitable ICE F150. This was a tactical decision, not a strategic one.

 

[Daragh]

I’m a Ford guy 90% of the time (I’ve owned, Toyota, BMW and Audi vehicles also), I came from a 2017 F250 PSD. But after the F150 Lightning debacle: poor dealership understanding of the truck, random inconsistent/ non existent OTA software updates, back ordered replacement parts, exiting BEV for a Hydrid EREV etc, I’ve lost confidence in anything Ford that is not ICE for near to medium term new vehicle options. I still love the F150 Lightning I have but when I next get a new truck I’ll either be returning to an F250 PSD, or a BEV from a different manufacturer, I have zero interest in a hybrid solution and I’m having real difficulty seeing why anybody (outside of early adopter folks) would want this new hybrid F150, can’t see heavy towers moving to it be it from F150 or F250 nor non Ford folks. I moved from F250 to Lightning as I no longer need long range towing capability and love the fact I don’t have to goto the gas station or do oils changes (always did my own oil changes on my trucks). The Lightning was never going to be a long range towing vehicle, Ford has to have known this. Realty is most F150 owners don’t tow anything they just like to have the option!! Now Ford expects F150 ICE owners to consider the new hybrid??? Time will tell I guess and to each their own but hybrid is a step backwards in my view.

 

[PJnc284]

First Ford for me. Previously had a 97 Dodge Dakota gas guzzler, 07/12/16 Tacomas and a 2020 Ram 1500. Made the mistake of test driving a Lightning and that was it. Still have the 16 Tacoma and Ram which my parents drive. My dad does have a 95 F150 extended cab truck for hunting though.

 

[efme]

No need. The sales numbers tell the story. Ford cannot make money on this design at the rate they are selling. They likely had a plan for a smoother transition and wind down, but the supply problems cause by the fires at the aluminum plant necessitated the immediate shutdown in order to sustain the profitable ICE F150. This was a tactical decision, not a strategic one.

i'm not talking about the product viability. a survey would have been conducted to figure out 74% of buyers came from other brands, etc. 20%, 15% from f150, etc.

 

[Maquis]

i'm not talking about the product viability. a survey would have been conducted to figure out 74% of buyers came from other brands, etc. 20%, 15% from f150, etc.

Gotcha….i misread what you meant.

 

[RickLightning]

100,000 x 74% x 75% (guess as to how many are pissed) = 55,500 lost future customers.
100,000 x 26% x 25% (guess as to how many of the remaining 26% are pissed) = 6,500 lost future customers.

Total of 62,000 lost future customers.

 

[efme]

if that was close (I don't think it would be anywhere close and probably more like 5%) the market is showing they want hybrids and not BEV.

if the survey is real, it might also show no significant brand loyalty. I personally have never bought the same model or brand twice. I buy what I think is the best on the market and go with that.

 

[ZeusDriver]

10 months ago, I was in the 74%, when I bought a used 2022 Lightning. Now, having just (last night) leased a 2025 XLT, I'd be counted in the 20% I suppose. On the way home last night (the dealer was 100 miles away) I had time to reflect on what a nice vehicle the Lightning is: smooth quiet, fast, great handling (you're aware that its not a Lotus, but it holds the road better than a lot of my old sports cars and the IRS avoids the skipping around that pickups can do on twisty bumpy roads), great sound system, the frunk! It looks like a real pickup truck! The Antimatter Blue is beautiful!

BTW: incredible lease deals on the XLTs are expiring very soon. (No other version has the incredible deal -- at least as far as I could tell from Ford's website. )

 

[SpaceEVDriver]

I suppose technically we were a “returning customer” because we’d purchased the Mustang Mach-E before buying the Lightning. So I think their number of first-time customers (74% of all Lightning buyers) is in one sense is too low. We consider ourselves first-time and last-time customers of Ford vehicles.

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