Ford Offering F-150 Incentives

I think Ford is indeed finding the pricing ceiling on their new F150. It is easy to blame frame shortages for slower sales but I think it is more to do with costs. GM saw the same thing when they released their new half ton. Prices were raised and sales were slower, now that they are selling well, with some money on the hood. What I find really interesting is the new GM large SUVs. They initially sold very well, until everyone that was willing to pay 70k or more had one, now the sales have fallen sharply. The prices are getting really stupid. That indeed may make the case for the midsize pickups, if you don't need the entire capacity of a 1500 series you can save some money with a midsize (although it is not a great deal of money saved, but 5K or so is still 5K).