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Old 07-17-2023, 05:32 PM
 
Location: In the heights
36,881 posts, read 38,781,820 times
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I don't imagine they expected to sell a lot of these. It's quite pricey, not that luxurious for its price, not that useful for doing work, and incredibly annoying to drive or park in many situations given its massive width. I think it does make sense to test the Ultium platform with a vehicle that has relatively little demand first and the Hummer EV was pretty much it. Plus, the Hummer EV launched at a time of really high supply constraints and massive spikes in battery material costs. Those costs have subsided greatly and demand isn't great, so I wouldn't be surprised if it sees some price reductions.

As for electric trucks in general, the Lightning and Rivian R1T are doing decently for the segments they're priced into. I think it's really the Silverado that'll first do well in the larger market since the base trims aren't priced and marketed to be as much of a premium vehicle as the Rivian R1T and unlike the Lightning, it's actually built on a dedicated EV platform. The Hummer EV is a good test bed for that given that they share the same platform and hopefully they take some of the production learning from the Hummer EV to improve upon the Silverado by the time it starts production. It lets them launch essentially the same underpinnings at a much lower volume and a much higher price rather than going straight to the Silverado with a very high starting price to mark down later which would probably anger quite a few buyers.

That being said, full-sized trucks are among the least well-adapted for EV powertrains among light-duty vehicles. They're incredibly big and bulky as vehicles already and the standard pickup truck look seems to be a massive, boxy front that's terrible for aero--these combined then means a lot of battery pack for not that great of a range which is tough for pricing and utility. I'd expect the Lightning's next generation when it moves to a dedicated platform to be the real kick-off for EV pickup trucks in the US though maybe the Cybertruck will end up doing well in the market as well and earlier. Even then, the likely small portion of pickup truck buyers who regularly tow large loads over long distances probably won't have a really comparable vehicle for doing that task until late this decade.

Last edited by OyCrumbler; 07-17-2023 at 05:57 PM..
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Old 07-17-2023, 05:48 PM
 
Location: In the heights
36,881 posts, read 38,781,820 times
Reputation: 20894
Quote:
Originally Posted by OutdoorLover View Post
I don't think the Lightning has been selling as well as Ford has hoped, but it's definitely in a different league than the Hummer EV - Lightning is selling about 1k-2k units per month - 20x the Hummer EV. Ford has jacked up the prices significantly for this model, and that isn't helping them.
https://insideevs.com/news/675622/us...ales-june2023/
Yea, it's not the same thing especially with sales being two orders of magnitude higher and with some dealerships still doing markups on the price.

Hummer EV has 65 sales for the first half of the year. Ford Lightning had 4,291 sales in Q1 and 4,466 sales in Q2 for a total of 8,757.

65 and 8,757 are, for most people, notably different numbers.
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Old 07-23-2023, 10:58 AM
 
Location: Newburyport, MA
11,867 posts, read 8,961,279 times
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Quote:
Originally Posted by OyCrumbler View Post
Yea, it's not the same thing especially with sales being two orders of magnitude higher and with some dealerships still doing markups on the price.

Hummer EV has 65 sales for the first half of the year. Ford Lightning had 4,291 sales in Q1 and 4,466 sales in Q2 for a total of 8,757.

65 and 8,757 are, for most people, notably different numbers.
I had forgotten about that, but that's another thing Ford needs to deal with - they have limited power to determine consumer pricing, because their dealers can add on as much as they wish. Tesla can set the consumer price where they want it - that's a big strategic advantage, plus any cost increases in the transaction go 100% to the Tesla corporation, whereas for Ford, any cost increases in the transaction go 100% to the dealers and Ford gets nothing added per vehicle while dealers can drive unit sales lower. The dealers' interests are not necessarily opposed to Ford's, but they're not necessarily aligned with Ford's either - in some cases, the dealers may be frenemies.
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