With sales drops reported for the first quarter of 2020, is Ford panicking a bit regarding sales of their best-selling vehicle, the F-150? I would certainly hope not. But, they did just announce some very aggressive incentives to consumers who are thinking about buying a new F-150 truck.
As I reported yesterday, Ford’s sales of the F-150 dropped more than 13 percent while sales of the Chevrolet Silverado increased by more than double that (26.6 percent). As such, GM (with Sierra sales added in) actually outsold F-150 for the first quarter of 2020.
This is no time to panic, nor is it a time to make assumptions that the F-150’s time at the top of the sales board is coming to an end. To be clear, despite the drop in sales, Ford still sold 187,562 F-150s during January, February and March of 2020, all in the middle of a pandemic.
Meanwhile the Silverado saw 144,734 units sold. So the F-150 remains the best-selling nameplate in the truck segment.
All that being said, it’s wise for Ford to offer some more incentives.
Ford F-150 Incentives For April
The Ford Helping Hand financing plan remains in place. I reported on this amazing program that offers 84-month, zero-interest loans along with 3-6 months of deferred payments. Compile that aggressive financing plan with some of these incentives and it should spur on some sales for the F-150.
Ford is offering a discount off MSRP of as much as $5,000 off select models of F-150. Chevy, not to be outdone, is offering $6,000 of select models. So the truck war is on. And the consumer should be the winner.
Thanks to the website The Ford Authority who reported on these incentives:
- $5,000 off 2019 XLT models (off MSRP)
- $3,500 off 2019 XL models (off MSRP)
- $2,250 off 2019 off higher trims including Lariat, King Ranch, Platinum and Limited (off MSRP)
- $3,750 off 2020 XLT trims (off MSRP)
What About the 3.0-Liter Power Stroke?
None of the above incentives apply to either the 2019 or 2020 Raptor. But what is also interesting is that there’s no mention of incentives on models with the 3.0-liter Power Stroke.
I wrote about how well the Ram EcoDiesel is versus the 3.0-liter Power Stroke. Then on a couple different Ford truck enthusiasts forums it was hypothesized that the baby Power Stroke would be discontinued. A few savvy shoppers noted you couldn’t even option a 2020 F-150 with the 3.0-liter Power Stroke.
I asked a contact at Ford if it was still available and I was told it was. But with poor sales of this engine, it only makes sense that Ford will get rid of it, after only a short time.
Is Ford Pricing Itself Out Of The Market?
I often get asked about the MSRP of today’s new vehicles. Who can afford those things is what I get asked. And when it comes to new trucks that’s a really good question.
Only the lowest trim, poorly appointed, work-type of truck is affordable with a starting price around the $31,000 level for the base model XL. A King Ranch, Platinum or Limited can see the price go well north of $60,000 and even $70,000 with the right equipment added (you know the equipment you actually want).
So for Ford to hand over a cash discount might just be what is needed to get some F-150s sold. Are trucks too expensive? To people like you and I, yes. But I also say the market will dictate the price and as America’s best-selling vehicle, year after year, it seems the market hasn’t hit that ceiling, yet.
Is Now The Best Time To Buy a Truck?
I cannot answer the question for the average consumer, but I can say that with the coronavirus pandemic, car dealerships are hurting. The dealers that remain open have very people working and even fewer people shopping. So, yes, now is a great time to get a bargain from a dealer.
Compile this with the aggressive incentives Ford is now offering on both 2019 and 2020 models and it seems like a great opportunity to buy a new F-150. And, in this corona economy, car dealerships are making it easier than ever to negotiate online.
In fact, many dealers don’t even require you to come onto the lot and will even deliver a truck to you to test drive and buy. The process has never been more convenient and less pain free. And let’s be honest, buying a car is one of the most dreadful processes. So if it’s easier now, with great incentives, it stands to reason that April is a fantastic time to buy a new Ford F-150.
Dealers will be trying to move 2019 and 2020 inventory now before the next-generation 2021 F-150 arrive later this year. The 13th generation F-150 has been a huge success, but certainly 2020 has not been a great way for it to end. But there’s still time for all that to change.
Even the 2019 Harley-Davidson F-150s are being offered with this special financing, as I reported here.
So, what say you? Are you thinking about upgrading to a 2019 or 2020 F-150? Or are you holding out for the 2021 version? Leave me a comment and let me know.
Jimmy Dinsmore has been an automotive journalist for more than a decade and been a writer since the high school. His Driver’s Side column features new car reviews and runs in several newspapers throughout the country. He is also co-author of the book “Mustang by Design” and “Ford Trucks: A Unique Look at the Technical History of America’s Most Popular Truck”. Also, Jimmy works in the social media marketing world for a Canadian automotive training aid manufacturing company. Follow Jimmy on Facebook, Twitter, at his special Ford F-150 coverage on Twitter and LinkedIn. You can read the most of Jimmy's stories by searching Torque News Ford for daily Ford vehicle report.
Comments
I wonder if foot traffic is
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I wonder if foot traffic is down at the dealerships and more people are buying over the phone and internet. If so, this would be a big advantage for GM I would think. Your website did an article titled "You will be Surprised to know how many Tesla dealerships and stores are in USA compared to other brands" Even though it is from 2016 I imagine the amount of dealerships have not changed much since then. The article stated that Ford has 3100 dealerships compared to GM having 4355 dealers. This should allow GM to handle a higher call volume and deal better since they split the trucks between Chevrolet and GMC. Also GM is enjoying this advantage against a 5 year old generation of F-series trucks that have lesser rebates. Even though Ford has bumped up rebates for the 2019, the rebates are still a lot less for the 2020. The $3750 Ford is offering pales compared to the $6000 GM is offering on 2020 trucks. Also according to how long the factories are down could also play a huge role. As we know, not to long ago GM was on strike and planned a slow roll out of its lower trim trucks. GM claimed that they purposely sent certain trims to the dealers late in the year. With this in mind, Ford could be in a better position inventory wise. I think the fact that GM offered such attractive rebates shows that it maybe GM in panic mode trying to make up for lost time. We will see as both sides have their advantages but like Football, there are four quarters. Will be interesting to see what halftime adjustments both sides make. Lastly, if Ford offers some deep discounts on the 2020 then I would buy one instead of waiting on the 2021. Until that happens I will just wait.
Foot traffic is for sure down
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In reply to I wonder if foot traffic is by Kojak (not verified)
Foot traffic is for sure down. Big time.
Good evening.
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Good evening.
I was shopping for a Ford F-150 starting last Sunday. I just purchased one yesterday. I was working with 4 dealerships in my area. My 1st negotiation was with a local Chevy dealer. It was. 2019 Chevy Silverado Crew Cab RST 2WD All Star Edition. The MSRP was 50.000 and lowest price was $36045. Not bad. It was Monday March 30th and I was thinking I walk and would get a better deal. Nope. No call the next day either. It wasn’t until 4/1 I got a call asking if I found anything and she said she tried getting the Bedliner and running board. She was told no by business manager saying they have it at lowest they can go. I went to the Ford dealership on the last day of the month. Looking at a Ford F-150 xlt Crew Cab. I walked. No call that night. I thought for sure I would get a call back. Nope. It wasnt until a few days a go that he called and I came back. I just thought maybe I would get a better deal. I still feel good about it however I never know. Total MSRP was $53,??? And got it for $38,9??. I just know the 2019 are beginning to be picked over. Fear was the color that I wanted with interior would be gone and then off to looking at 2020. Then I think should I have gambled and waited. My luck ford does something even more aggressive and I missed out. Sorry for my long rant. Just sharing that as a consumer I thought man this will be the best ever pricing and not really. I waited for the end of the month and nothing.
Some dealers just don't know
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In reply to Good evening. by Sean Guy (not verified)
Some dealers just don't know how to make a deal.
I’ve been shopping for a new
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I’ve been shopping for a new F-150, limited for over a month and find dealers are not bending on the prices at all. I find figures of 73-76k more than excessive. They even tried to sell me a demo model with 4500 miles on it at a new price. I would have thought that with sales down they would have been dealing. Not so. I’ve learned some about the profit margins on vehicles now days and understanding the expenses of running a business I sympathize with costs. Knowing all things roll downhill one has to justify spending such large sums of money. Funny, my first ford truck was a 72 F250 4x4 and it cost me $4400.00. They now are 17 times the cost. Whoa. All I can say is there’s obviously a bunch of people out there willing to pay outrages prices but I’m not one of them. Such is life.
Loved those high boys from
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In reply to I’ve been shopping for a new by Pete Noffke (not verified)
Loved those high boys from the 70s! For sure pricing is out of control and because people continue buy them, dealers are less likely to make a deal.
Hi! Let's get acquainted?
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Hi! Let's get acquainted?
WhatsApp +31645261259
Interesting to see postings
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Interesting to see postings in here. Since I’m the one who seems to be out of sync here on prices for trucks I wonder how those who do pay those excessive prices justify doing so. The only way they will come down is if we don’t pay those prices. A lot of houses have been bought a lot less. Have a good one everyone
We are a Ford family. I own a
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We are a Ford family. I own a F150, 1998xl standard, f150 2004 xltriton, Freestar 2004 van and last but certainly not least a 1998 GeorgiaBoy Cruise Air 3 RV with ford 350 engine.
My husband died in 2015 and I've kept all of them for long enough. I'm gonna trade in or sale all but the RV. What do you suggest when it comes to shopping around? Should I just take them all to dealer and see what I get? Should I try to sell them myself first? I'm unsure how to get the best bang for my buck. Thanks a Widow in need of Advice!
It might be extra work, but
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In reply to We are a Ford family. I own a by Twilla Booker (not verified)
It might be extra work, but you could try to sell them on the open market (like FB groups, etc.) but make sure it's done safely and that no one tries to take advantage of you by giving you a low ball offer. In that regard, you could be better served bundling all of them at a dealer where it will be done safer. Sure they will probably low ball you a bit, but you can negotiate a better deal if necessary.
Well Twilla first of all I’m
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Well Twilla first of all I’m sorry for your loss. When it comes to getting what you can for your vehicles I guess my first step would be to get a value from Kelly Blue Book. That will give you an idea of what you have. If your not comfortable selling them yourself by all means try to sell them to a dealer. Keep in mind they will not offer you what KBB says it’s worth. They are always looking to make as much as they can. You can’t blame them, it’s just the way capitalism works. If these vehicles have been sitting around awhile they probably need attention. It makes sense to get rid of them by all means. Take the info you get and sleep on it. Realize what it will take for you to sell them yourself and whether it’s worth it for you to do it. You’ll likely find it’s less hassle to take what you can get and not deal with it. We’re all of the opinion that what we have is worth more than it really is. Good luck
Ford has the employe pricing
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Ford has the employe pricing on now, but for the "apparent employee pricing event" as they call it, for the F150 I was looking at to purchase with the so called "employee pricing", the price was the same as the asking price for the exact truck in 2019! There is nothing at all special about any of this cause they just added the amount that "they claim" They are giving you a break on, so its all a scam to make them try to look better but there just ripping people off worse, compare last and this year's prices before you make a move, this is doing nothing but taking advantage of people, especially if they don't do any research before their purchase!!!
Thanks Paul. I’ve still not
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Thanks Paul. I’ve still not found a decent deal. They claim they’re not making any money on I. Hogwash, they think I’m crazy but I’d bet their life on it what they make is somewhere between 10-20k on them. You just have to realize they are salesmen and what do salesmen do? In their defense it costs a lot for the pretty building and taxes etc. but in all reality I couldn’t care less whether they give me a cup of coffee and a nice TV to watch. It’s an expense I don’t need. It’s really nice to be in a position where the truck I have is running great so I’m not forced into making a stupid decision. Always keep in mind it’s just a material item and the novelty doesn’t last long either. Far less than the years paying for it. While I’m being long winded I should tell you one event that did happen. The salesman said he had a 2019 Limited that I’d like. I didn’t even know what a Limited was. Took it for a test drive and for sure it is a very nice truck. The wife feel in love with it. While driving I looked down at the odometer had 4300 miles on it. Oh? It’s used! Got back and asked the sales about this and he said oh no that’s because it’s a demo model the bosses wife was driving. It’s a used truck I proclaimed and he replies oh no we can still sell them new. Not to me you won’t. They were selling it for $73k and it was a 2019. This was last March. KBB says it’s trade in value was between $51-52k. I told him he’s got to be kidding that anyone would pay that for it. In the months following they’ve held steadfast to their prices on these things. I thought this was a down economy? 5 months now I’ve been looking and they are holding fast. That tells me PTBarnum was right there is a fool born every minute. Funny part is the vehicles are still on the lots. Have a good one.