The Wall Street Journal reported Monday morning that Ford had reduced the price of the Lightning Pro by almost $10,000 to $49,995 (a 17% discount). The highest-end version of the EV truck, the Platinum Extended Range F-150 Lightning, was reduced by $6,000 to $91,995.

The Lightning pickup truck has encountered its fair share of problems. Shipments of the EV truck were halted earlier this year due to 'battery issues.' We shared footage of the EV fire that prompted Ford to stop production for nearly a month.  

Marin Gjaja, chief customer officer of Ford's electric-vehicle business, told WSJ that supply chain issues and rising material costs had driven the cost of the EV truck up over the last year. Ford has raised the MSRP of its EV trucks multiple times in the last year (read: here & here). The carmaker appears to be sacrificing margins to compete with Tesla amid the price war.