Big projections for Lightning take rates with nothing to back it up. Bronco had launch pushed, chip issue, roof issue and a 66% take rate. Lightning will do better because? Might be range (adjusted down), tow capacity (overstated), chip issue resolved (not), and price (major escalation). But JF has a good feeling (new math) at 80% take rate.
How many are already F-150 owners?
To date, roughly 200,000 consumers have lined up to reserve a 2022 Ford F-150 Lightning, just a couple of months after the second phase of production began ahead of the all-electric pickup’s launch next spring. The big question, as always, is how many of those reservation holders will convert them to actual orders? Roughly 66 percent of 2021 Ford Bronco reservation holders ordered an SUV months ago, but Ford CEO Jim Farley thinks that even more 2022 Ford F-150 Lighting holders will follow through, as he explained to Automotive News in a recent interview.
“I think it’s going to be north of 80 percent, but we don’t know,” Farley said. “The issue is that since we launched Lightning, full-size trucks have gotten a lot more expensive. So that price that we launched at is looking more and more attractive, so when people look at moving from a reservation to an order, I think it’s going to be extremely high – north of Bronco’s