Top 3 lists: what went wrong and right

[Vic20]

I’m not an analyst or economist, and I don’t have any special insight into Ford’s internal decisions. I’m just a Lightning owner who’s been thinking a bit about what might have gone wrong — and what actually went right.

I’m curious whether, as a group, we could do a little constructive “group think” and try to build two simple lists:
1. What went wrong
2. What went right

So for me, what went wrong might look like:

1. Marketing (storytelling not present of how it all comes together to be fun/useful/smooth/saving)
2. Cost/price (especially on Flash)
3. Range anxiety (not painting the typical use case picture - i think this is something that for most could have been overcome)

What I think genuinely worked:

1. The truck itself — I still think it’s an excellent vehicle.
2. Ford Power Promise — This worked smoothly for me and reduced a lot of friction early on.
3. Charging infrastructure (in practice) — I personally found it good enough for my travel. The maps worked reasonably well, and most chargers I encountered were functional.

I’m genuinely interested in how others make their top 3 lists of each — especially where your experiences line up or differ.

Not trying to argue or point fingers, just hoping to learn from the collective perspective of people who actually own and use the truck.

A bit of word on the Marketing thought:
In my own experience, whenever I showed the Lightning to friends, neighbors, or coworkers, the reaction was almost always positive — even from people who were initially skeptical about electric trucks. Once they saw it up close or took a short ride, things started to click: the power and smoothness, the quiet and smooth ride, the frunk for groceries, the outlets for camping or road trips (I carry a microwave), ease of home charging, what “2.3 miles/kWh” actually means in real life, the no-rustable aluminum body, bed utility, turning headlights at night, and so on. It usually took 15–20 minutes of hands-on exposure, but people got it. In one case, that curiosity even turned into a purchase.

Not one of them knew of the Lightning. Not one of them knew there was no engine. Not one of them knew of the self-drive, the tailgate, the aluminum, the soft ride, etc. The story seemingly never got out. ...and so owners will tell the story each time we open the frunk at a store parking lot....

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[fhteagle]

Wrong :

1a. Dealers got greedy, f'ed over people with reservations, and absolutely overestimated people's appetite for paying over sticker; fear of missing out on maintenance revenue
1b. Ford matching that greed by stuffing the channels with too high of trims
2. Not bringing this drivetrain to more models (Expedition / Excursion, etc) to spread R&D costs
3. Marketing

Right:
1. Lockable diff. That's the #1 reason I have a lightning and not a Sierra EV.
2. Accessories commonality with the combustion rigs
3. The few Ford dealers that did go ahead and get DCFCs seem to be reasonably priced, available, and decently reliable in my experience. Though this could easily be in the wrong category as dealers totally did not understand how this could drive traffic and then sales.

 

[RickLightning]

Wrong:

- Took 200,000 reservations, then jacked the price way over expectation.
- Took 200,000 reservations, never explained upfront that dealership allocation would affect priority, and you may not get the chance to buy for years.
- Let dealerships screw people on pricing, throwing up hands and say "we can't stop them", when they have in the past with limited edition vehicles.
- Marketing was non-existent because they had 200,000 reservations (I'll bet 20% at best bought), and their first year output was paltry.
- Never explained towing impact, nor cold weather impact, so the average moron could understand. Led to high "I made a mistake".

Right:

- Quick to market with F-150 design.

 

[Lomilar]

Wrong:
1. Model E dealership revolt. I was helping my dealership navigate the Model E process and they were super not happy with the whole thing by the end of it.
2. Dealer Messaging. Lightning was sold as an expensive F-150 without looking at TCO. Where I live, the return on electricity (electricity cost - gas cost) will total about $17k over 100k miles.
3. Youtube Messaging. The Hoovie towing video was, from what I can tell, never properly quantified, broken down, and explained. Reproducing and understanding and having a good comparative analysis to a gas F-150 would have helped, and provided an opportunity to showcase the advantages and disadvantages of an EV in a towing situation.

... maybe I'll do a post on that last one if I find some free time. Engineering Explained would be awesome here, especially with the work that has been done by Aging Wheels.

Right:
1. The vehicle. Other than my inane desires to just move the cab over the hood and have a giant van (or 3 foot shorter truck) instead of a frunk, it's a gooood truk.
2. The charging network (for what it is). I can plug and charge almost everywhere I go, except for random car lots in Idaho around Yellowstone.
3. The power delivery. I camp with it and it's probably the reason my wife is even willing to go camping, because we can make lattes in the morning out of the frunk. (...PNW things)

 

[PrimeRisk]

Ok, I'm game:

What Went Wrong:

1) Dealerships: FMC poorly prepared to sell or service the vehicle and failed to support them after the fact.

• I live and purchased my Lighting in Denver-Metro, not exactly LA, but we have at least 7 different dealerships and over a dozen locations.
  
  
• Sales people were woefully uneducated on the vehicle and the features, commonly sharing complete disinformation about features, range, capacity, and basic functions. Had I not been an EV owner since 2015 and done online research about the Lightning before going into a dealership, I would have fled the dealership vowing never to consider a Ford EV after waiting around to talk to a dealership's "EV Expert".
  
  
• I had to go through 3 dealerships before a dealership that would service the vehicle (I was not going to buy the truck from a dealer that could not service it.)
  
  
• The 4th dealer *said* they serviced them and I bought there, but that turned out to be a lie as they have no EV certified tech on staff, so while they could check the brakes and incessantly remind me it was time to come in for an oil change, they could not help me when I had a failed OTA update that required me to bring it in for service to correct and install.
  
  
• FMC placed 100% of the responsibility for any issues with the vehicle on the dealerships.
  
  
• The dealerships were not prepared or supported by FMC. I have a technically competent mechanic at the dealership where I go for service that has shared that there are few resources at Ford available to help with issues outside of his capability to directly fix. Any problem that is not a drivability issue AND under warranty takes weeks to get a response on if any solution or support is ever provided.
  
  
• I still have unanswered support tickets with Ford after 16 months with regard to the deleted Brake Controller in my 2024 Lariat ER. I can't get an answer from Ford. My service dealership can't get an answer and no one is going to get Ford to do anything about it. I have abandoned checking up on them as it is futile. I have the ticket numbers and if I can convince the CSR to look them up, they are always just closed as resolved though I've never received a single response other than one "Take it to the dealership, they will be able to fix it immediately." They do not give AF about these vehicles or us as customers and it shows.

2) Software: Trying to mimic Tesla's approach, but failing miserably.

• OTA updates have never worked right in the Lightning and it's unlikely that they ever will if we ever see any updates again.
  
  
• One of the reasons I had to take my vehicle in, for 3 days no less, was because of a failed OTA update that then required a dealer visit to correct. It should not have been a 3 day ordeal, but the dealer with the Ford certified EV tech didn't know enough to put the 12v battery on the charger before attempting the manual update and bricked the truck on day 1. Day 2 was spent by Ford engineers trying to figure out if they could recover from the bricking. Day 3 Ford was able to get things going again and the update was installed. (See What Went Wrong #1.)
  
  
• In the 16 months I've owned my vehicle, I've only received a handful of updates and the only notable improvement was Careoke which is just Bread and Circuses for us. Supposedly I got BlueCruise 1.4 at some point, but without a Forescan tool or someone with backend access, who would know? I certainly don't, or do I care. IMHO BlueCruise is not just poorly implemented and overpriced, but it is dangerous.
  
  
• FordPass is another dismal software attempt. While there have been some improvements, the reliability of the FordPass app is so poor that I only consider it a toy that if it works on any particular day, it's fine. Every vehicle I've owned since 2015 has had it's version of a phone app to do various features from HVAC remote start to fine detail settings and they have all worked at a 99% reliability in my personal experience. The FordPass is around 50% in practice.

3) Reliance on 3rd Party Charging

• Level 2 charging of the lightning is not too large of a challenge as long as you ignore any of the onboard systems and use an app to find and pay for charging.
  
  
• DCFS is a nightmare for the novice user. I owned EVs for 10 years before buying the Lightning and I found all new types of challenges trying to charge the Lightning. Even CEO Jim Farley admitted it was a "reality check" when his PR stunt of taking a Lightning cross-country backfired miserably. When the CEO is trying to put lipstick on the pig and says "Charging has been pretty challenging" publicly, you know it is a real poop-show.
  
  
• BlueOval, once actually operating correctly resolved a number of issues with public charging networks, but is still a work in progress and certainly does NOT work reliably.
  
  
• Ford's partnership with Tesla was another very poorly executed venture. When you've only manufactured 50k vehicles that need an adapter, maybe make sure you can manufacture 50k adapters in a reasonable timeframe to make the partnership a success.
  
  
• Any major EV manufacturer had better learn the lesson from Ford. If you want to sell EVs, you have to have a charging solution setup and operational BEFORE you start rolling vehicles off of the assembly line. Ford screwed this up in every imaginable and novel way.

What Went Right:

1) The truck itself.

• This is a Ford F-150 from the wheels to the windows. The powertrain, suspension, handling, ride, power, and range are all what you expect in a real truck. It really is a classic F-150 from a mechanical perspective other than the powerplant that turns the wheels.

2) Greatly expanded exterior paint color selections vs the Model T

3) Ummm...Errr...

I wish I had more for the What Went Right list, but the truck itself is the only thing that went right, and in reality it is only the mechanical portions that went right. I do love the truck. It is the best truck I have ever owned. I hurts my head to think about all of the missed opportunities and boneheaded moves Ford made. The demise of the EV Lightning was manifest destiny, not because the truck doesn't work, but because Ford chose not to support it correctly so it could reach critical mass to become a raging success.

 

[brewski]

I'm surprised no mention of the home power backup hasn't been mentioned. While that wasn't a reason I bought the truck, I thought it was a cool side effect...until I saw the actual cost. I never did it. I believe this is a major failure.

I also think a combination of the first reduction in tax breaks in 2023, poor press on charging networks and not making the mom-tanks (expedition/explorer) also EV.
The "security" of a hybrid is the narrative in the press.

My biggest complaint is it's an eFn truck and parking lots can be a challenge.
Sure the software can be better, but once you let go of the constant "need" to have an update, it's no biggie.
I think it's a great vehicle that costs so little to operate its hilarious.

Rumor is the VW Buzz will also be canx here in the US (I have one of those, too).

 

[SpaceEVDriver]

Wrong:

1. Dealerships
2. Dealerships
3. Dealerships
4. Farley

Right:

1. The vehicle/engineering
2. Total Cost of Ownership (if bought at the right time)
3. The owner community

 

[arod412]

like everyone said....that price.

for the original pricing, range and charging would have been a non factor for lower pricing. you get what you paid for.

 

[Dan C]

Wrong Took to many reservations with no ability to fill a small percentage of them. If I needed a truck I can't wait 2 years for it. Uninformed dealers, either they would lie or be ignorant about ev limitations an characteristics. No marketing

 

[FirstF150InCasco]

Wrong:

1. Cold Weather Range: Not telling us how much cold weather will negatively impact range. (But I still would have bought the truck.)
2. Software: It really sucks. They should have copied Tesla. Downloads. No Dog Mode. Navigation software is also terrible.
3. Electrify America Arrangement: The EA network is so bad (locations; reliability) that I have STILL not used up the free credit received with my 2022 Lariat.

Right:

1. Apple CarPlay: I will never buy any vehicle which lacks CarPlay.
2. Tesla Supercharger Arrangement: I mostly charge at home or at our camp in Maine. But when on a trip, the Tesla Supercharges have eliminated all Range Anxiety and Charger Anxiety.
3. F150: Making it an F150.
4. Frunk: It's where all my groceries go! There's a cooler permenatly in the well.

Love, Love, Love this truck.

 

[Theredshift]

I’m not an analyst or economist, and I don’t have any special insight into Ford’s internal decisions. I’m just a Lightning owner who’s been thinking a bit about what might have gone wrong — and what actually went right.

I’m curious whether, as a group, we could do a little constructive “group think” and try to build two simple lists:
1. What went wrong
2. What went right

So for me, what went wrong might look like:

1. Marketing (storytelling not present of how it all comes together to be fun/useful/smooth/saving)
2. Cost/price (especially on Flash)
3. Range anxiety (not painting the typical use case picture - i think this is something that for most could have been overcome)

What I think genuinely worked:

1. The truck itself — I still think it’s an excellent vehicle.
2. Ford Power Promise — This worked smoothly for me and reduced a lot of friction early on.
3. Charging infrastructure (in practice) — I personally found it good enough for my travel. The maps worked reasonably well, and most chargers I encountered were functional.

I’m genuinely interested in how others make their top 3 lists of each — especially where your experiences line up or differ.

Not trying to argue or point fingers, just hoping to learn from the collective perspective of people who actually own and use the truck.

A bit of word on the Marketing thought:
In my own experience, whenever I showed the Lightning to friends, neighbors, or coworkers, the reaction was almost always positive — even from people who were initially skeptical about electric trucks. Once they saw it up close or took a short ride, things started to click: the power and smoothness, the quiet and smooth ride, the frunk for groceries, the outlets for camping or road trips (I carry a microwave), ease of home charging, what “2.3 miles/kWh” actually means in real life, the no-rustable aluminum body, bed utility, turning headlights at night, and so on. It usually took 15–20 minutes of hands-on exposure, but people got it. In one case, that curiosity even turned into a purchase.

Not one of them knew of the Lightning. Not one of them knew there was no engine. Not one of them knew of the self-drive, the tailgate, the aluminum, the soft ride, etc. The story seemingly never got out. ...and so owners will tell the story each time we open the frunk at a store parking lot....

I agree on all of the above with some tweeks on what you have. Marketing was a huuuuuge miss the boat. Majorly. Cost could have been way better imo. Range was an easy overcome for me.
Here you go, informing the customer. Ex: youd be surprised how many people i talked to that couldnt believe how easy it is to charge at home, especially with a third party 24 amp charger, or even at a tesla hub. They were just shocked in a good way. Range and load assessments just were simple math and most was done by the truck. But if not by the truck, easy enough to figure out. One of the biggest misses imo was this. Took my son on a trip to Louisville ky and mapped out an electrify america hub. Pulled in to this awesome area where tons of restaurants and shopping. Plugged in and actually got to step out of the grind and enjoy some father son family time, due to simply charging the truck. That would have been a helluva commercial for ford and its spot on true. Got our alert when charged through our ford app and on our way to the next father son adventure. Missed opportunity in marketing in a major way.

 

[taraafico]

Wrong
1- dealerships
2-production flaws
3-batteries technology
4- Manufacturing
5- Farley

Right
1- Truck itself
2-torque

 

[Henry Ford]

Wrong:

A political regime that promised the oil industry anything it wanted in exchange for $1 billion in campaign funds.

 

[RickLightning]

Wrong:

1. Cold Weather Range: Not telling us how much cold weather will negatively impact range. (But I still would have bought the truck.)
2. Software: It really sucks. They should have copied Tesla. Downloads. No Dog Mode. Navigation software is also terrible.
3. Electrify America Arrangement: The EA network is so bad (locations; reliability) that I have STILL not used up the free credit received with my 2022 Lariat.

Right:

1. Apple CarPlay: I will never buy any vehicle which lacks CarPlay.
2. Tesla Supercharger Arrangement: I mostly charge at home or at our camp in Maine. But when on a trip, the Tesla Supercharges have eliminated all Range Anxiety and Charger Anxiety.
3. F150: Making it an F150.
4. Frunk: It's where all my groceries go! There's a cooler permenatly in the well.

Love, Love, Love this truck.

IMO, you suffer from "I heard this / experienced this 3 years ago, so it must still be true" syndrome.

EA went from being a crap network to being raved about by people that never owned an EV until recently, due to massively overhauling their network.

If you think lack of Dog Mode is a major failure, you must be a former Tesla owner. Because nobody else knew what Dog Mode was nor gave a crap. And, by turning off the shutdown timer, hanging a note on the screen or writing on it, and locking the door, you have dog mode.

Anyone that bought a Ford and expected Tesla-like software did no research.

 

[Lomilar]

I gotta say, after reading a lot of people's naughty lists here, that Ford really should have spun out Model E cleanly as a separate company / brand, ala Polestar. They did themselves no favors sticking with dealerships. I wonder if GM/Hyundai/etc are having the same heartache.

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