Ford wants to draw in buyers from rival brands. Its latest target is pickup truck drivers, specifically Ram owners. Ford is offering Ram owners up to $2,000 off if they switch to its F-150 Lightning.
Ford targets Ram Truck owners with new offer
After selling another 7,162 Lightning models in the third quarter, Ford has now sold over 22,800 electric pickups in the US through September.
With new competition hitting the market, such as Tesla’s Cybertruck, the Chevy Silverado EV, and the GMC Sierra EV, Ford looks to keep its share of the market.
Ford already offers Tesla drivers up to $1,500 off 2023 and 2024 F-150 Lightning models. Now, it’s looking to attract owners from another rival brand, Ram.
According to online car research firm CarsDirect, Ford is offering Ram owners up to $2,000 off if they switch to an F-150, including the all-electric Lightning.
A note sent to dealers on October 8 stated the offer is good on 2023 and 2024 F-150 Lightning models. Although the largest $2,000 discount is in California, the deal is offered in several parts of the US, such as Atlanta, Denver, Boston, Chicago, and Dallas. Ford is offering a $1,000 discount in most other places.
Fending off incoming rivals
Although the F-series is still the best-selling vehicle in the US in 2024, sales were down 4% through the first nine months compared to 2023.
Ford was also recently overtaken by GM as the second best-selling EV brand in the US. With several new models rolling out like the Chevy Equinox, Blazer, and Silverado EVs, GM is gaining market share.
Meanwhile, Ram is launching its first electric truck, the 2025 Ram 1500 REV. Ram’s first electric pickup will hit US dealerships in early 2025 with up to 350 miles range (standard 168 kWh battery). Ram said a larger 229 kWh battery will provide over 500 miles range.
2024 Ford F-150 Lightning trim |
Starting Price | Range (EPA-est miles) |
| XLT | $62,995 | 240 |
| Flash | $67,995 | 320 |
| Lariat | $76,995 | 320 |
| Platinum | $84,995 | 300 |
| Platinum Black | $92,995 | 300 |
Ram also claims its electric pickup can tow up to 14,000 lbs with a 2,700 lb max payload. Ford’s F-150 Lightning gets up to 320 miles EPA-est range with a towing capacity of up to 10,000 lbs.
The 2024 Ford F-150 Lightning starts at $62,995. Although Ram has yet to reveal prices, the 2025 Ram 1500 REV is expected to start at around $60,000.
As part of its new “Power Promise,” Ford is offering EV buyers, including the F-150 Lightning and Mustang Mach-E, a free Level 2 home charge while covering the cost of installation.
Ready to drive off in your new electric pickup? We can help you get started. You can use our link to view offers on the Ford F-150 Lightning at a dealer near you.