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I don't follow this logic. The article says Ford is going 100% online for these cars, meaning there will be no other reference price available. Ford can charge whatever they want, so long as some people are willing to pay it - and during COVID we've seen people more than willing to way overpay on cars.

There is no competition with Ford's direct sales website. None.

At least dealerships attempt to compete on price.

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> There is no competition with Ford's direct sales website. None.

Do I have to buy an F150 Lightning? I do not.

That’s the missing link. They’re assuming that the person has to get the F150 - but they could buy something else, but nothing, wait for a cyber truck - many other options.

There is competition between car companies.

Also competition with keeping your existing car. People won't pay just anything.

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