Ford is ramping up efforts to capture market share from rival brands, focusing specifically on Ram truck owners. As competition in the electric pickup segment intensifies, Ford is offering Ram drivers up to $2,000 off if they switch to its all-electric F-150 Lightning.
With over 22,800 F-150 Lightnings sold in the U.S. through September and 7,162 models moved in the third quarter alone, the automaker aims to maintain momentum in the rapidly evolving EV market. This move comes as new competitors enter the scene, such as Tesla’s Cybertruck, Chevy’s Silverado EV, and GMC’s Sierra EV.
Previously, Ford offered Tesla owners up to $1,500 off its 2023 and 2024 F-150 Lightning models. Now, Ford has set its sights on Ram truck owners. According to CarsDirect, a dealer note sent on October 8 revealed that Ford is offering Ram owners up to $2,000 off the F-150, including the electric Lightning, in key markets like California. Discounts of $1,000 are available in other cities, such as Atlanta, Boston, Denver, Chicago, and Dallas.
Competition Heating Up
Ford’s iconic F-series remains the best-selling vehicle in the U.S. in 2024, but sales have dipped by 4% compared to the same period in 2023. Compounding the challenge, GM recently surpassed Ford as the second best-selling EV brand in the U.S., with new models like the Chevy Equinox, Blazer, and Silverado EV helping GM increase its market share.
Ram, meanwhile, is preparing to enter the electric truck market with its first-ever electric pickup, the 2025 Ram 1500 REV. Slated to arrive at dealerships in early 2025, the Ram 1500 REV will boast a range of up to 350 miles with a standard 168 kWh battery. An optional 229 kWh battery will provide over 500 miles of range, which exceeds the Ford F-150 Lightning’s maximum range of 320 miles.
The new Ram electric truck will also have impressive towing capabilities, with a capacity of up to 14,000 lbs and a maximum payload of 2,700 lbs. In comparison, the F-150 Lightning offers up to 10,000 lbs of towing capacity.
As part of its broader strategy to attract EV buyers, Ford is launching its “Power Promise” initiative. This includes a free Level 2 home charger and covers the installation cost for F-150 Lightning and Mustang Mach-E buyers. The starting price for the 2024 Ford F-150 Lightning is $62,995, while Ram’s upcoming electric truck is expected to start around $60,000.
With these incentives and offers, Ford is responding to growing competition and positioning the F-150 Lightning as a top choice for electric truck buyers looking for performance, value, and convenience.
