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Somewhere between the romantic promise of innovation and the raw sting of modern economics lies the bitter reality of ownership in 2025. The electric future arrived with torque-rich theatrics and earnest ambition, but for some early adopters, particularly Ford F-150 loyalists, it’s been less of a revolution and more of a reckoning.
Hardy Brunell, a long-time Blue Oval devotee, took to the Ford F-150 Lightning Owners Group on Facebook with what can only be described as the digital equivalent of standing atop a soapbox in Dearborn and yelling into the void.
“I’m going to rant a little bit. I love my truck, but… All my life, I had Ford vehicles; all my parents ever had were Ford vehicles. I spent $80,000 on my Lightning just to have it depreciate by $50,000 in two years. And that’s with 20,000 miles on it. And now, after I’ve had my vehicle for three years, I’m being told by Ford that they’re going to reimburse me every month to use my own vehicle.
I had to pay for navigation now, and I have to pay for a cruise control now, that’s something I never had to do with a Ford vehicle or any vehicle before. I bought 500 shares of Ford stock 20 years ago because I believe in Ford, just to have their stock do nothing in 20 years. I personally believe I will never buy another Ford again after they have ripped me off with my Lightning. I was the very first person in Vegas to own a Lightning that I know of.
That’s what I was told by the dealership. I waited two years for my special order just to be disappointed by Ford over and over again. From the very beginning, the $500 of free Electrify America charges would not hook up to my truck, and Ford cannot figure out why it would not hook up to my truck, which was very misleading.  Just in case there are any lurkers out there who are reading this and haven’t bought a Ford Lightning yet, you might want to consider everything. ”
The comment section quickly filled with voices that didn’t ridicule but empathized. These weren’t trolls or contrarians. These were fellow early adopters, many of whom had watched their six-figure trucks drop in value like an anvil off a freeway overpass. Jeff Chelotti summed it up with blunt honesty: “We early adopters got screwed with the heavy depreciation… You couldn’t pay me to use Blue Cruise, so no loss there. I can’t believe they try to charge for that garbage.” There is no hate in his words, only fatigue, the kind that sets in when loyalty starts to feel like a one-way street.
Ford F-150 Lightning Mobile Power Features
- The F-150 Lightning doubles as a mobile power source: with “Pro Power Onboard,” it can provide power (many outlets, up to ~9.6 kW) for tools or appliances.
- It can function as backup power for a home during blackouts, through its available Home Backup Power features and compatible wiring/home integration system.
- It has a “Mega Power Frunk” (front trunk) with ~14.1 cu. ft capacity and a 400 lb payload in that space, adding useful covered storage in front.
- All 2025 Lightning models come with four-wheel drive.
The depreciation dilemma isn’t exactly a state secret. According to data from iSeeCars.com and several used EV valuation trackers, electric vehicles have suffered from a perfect storm: tax incentives on new EVs cannibalizing used values, relentless tech improvements making older models feel obsolete, and a wary used-EV buyer base hesitant to gamble on battery longevity.
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Alan Stevens, another member of the group, made the decision to lease for this very reason: “Most would rather get new… that may change in a few years.” The problem is, leasing wasn’t even an option when Brunell and many others bought in. They paid full freight up front, and now they’re left holding the bag.
But what’s turning dissatisfaction into outright disillusionment is not just the plummeting resale value, it’s the creeping commodification of core features. What used to be included in the purchase price has now become a series of digital toll booths.
Brunell’s frustration with being charged monthly for navigation and adaptive cruise control, features previously baked into the cost of the vehicle, represents a cultural clash between traditional ownership and the subscription-based future of mobility. It’s the sense that ownership no longer means control.
What Are Manufacturers Thinking?
This is the larger conversation automakers are quietly having with their customers, one that companies like BMW, GM, and now Ford are engaging in as they pivot toward recurring revenue models.
There is nothing inherently sinister about trying to sustain software and services, but when you ask a man who already paid eighty grand to open his wallet again for the right to use features that were once standard, it stops being business and starts feeling like betrayal. Especially for someone like Hardy Brunell, whose belief in Ford extended to the boardroom. He bought 500 shares of Ford stock because he believed in the company’s future. Two decades later, he’s questioning both that decision and the badge on his tailgate.
Not everyone has thrown in the towel. Adam Becker, commenting on the same post, urged a long view: “If you replace that battery in 10 years and only spend $20k to do it, imagine another 10 years of nearly free driving… So make the best of it since you got it.” It is a noble attempt at optimism. Yet, asking someone to find comfort in the distant theoretical return of their investment after a $50,000 drop in 24 months feels like cold consolation. The math might check out in a spreadsheet, but emotion does not operate on spreadsheets.
Ford F-150 Lightning Towing Capacity
- The truck has substantial towing capability: depending on trim and whether the Max Trailer Tow Package is fitted, it can tow up to ~10,000 lbs.
- Intelligent range-management features that account for route, weather, traffic, hills, etc., to give realistic range estimates.
- Several trims have strong performance: dual motors, high horsepower in higher-end versions, making it brisk off the line.
- Pricing & features are such that despite being electric, it retains much of the utility of a traditional F-150: large bed, plenty of gear space, strong build quality, etc. Reviewers often cite its practicality and robustness.
Brunell’s post is more than a personal lament; it is a snapshot of the moment American car culture started to hit a digital wall. The promise of electrification has not been broken, but its cost, emotional, financial, and philosophical, is being counted in real time by people who believed in it first.
These are pioneers being forced to pay a toll to use the road they helped pave. Whether it’s software paywalls, failed charging promises, or simply being first through the depreciation door, their voices are a reminder that the future isn’t just built on innovation. It’s also built on trust.
Hardy Brunell was told he was the first person in Las Vegas to take delivery of a Ford Lightning. That felt like a win at the time. Today, it feels more like a cautionary tale. What began with excitement ended with accounting, and somewhere along the way, a proud Ford owner started to feel like a renter in his own truck.
Image Sources: Ford Media Center
Noah Washington is an automotive journalist based in Atlanta, Georgia. He enjoys covering the latest news in the automotive industry and conducting reviews on the latest cars. He has been in the automotive industry since 15 years old and has been featured in prominent automotive news sites. You can reach him on X and LinkedIn for tips and to follow his automotive coverage.
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Source: torquenews.com
