[redpoint5]

Nobody is held to any particular price until they have entered into contract. Besides that, the stealership model allows independently owned car lots to gobble up whatever free money is on the table. In other words, whatever the difference between their cost and the market value is, they can charge.

The nice thing about direct to consumer is you don't have to wonder if someone else got a better deal than you. Everyone buying at the same time as you is paying the same price.

There's huge demand for the F150 Lightning (and all new vehicles), so most people won't be paying MSRP; they'll be paying significantly more. It's not the right time to be buying vehicles.