Ford is telling dealers not to advertise the new F-150 Lightning for less than MSRP in a move that could frustrate buyers looking to get the best deal. According to a bulletin sent yesterday to dealers, the brand won't allow any F-150 Lightning EV prices to be listed for less than sticker price or else risk losing a major subsidy. The rule stems from a Minimum Allowable Advertised Price (MAAP) first implemented with the Mustang Mach-E that has since been extended to the 2022 F-150 Lightning truck. Both models
don't have a traditional invoice price, and running afoul of the rule could result in dealers missing out on a sizable payout from Ford.
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