The problem is, this is all marketing, and pricing it lower than Tesla is just a head-turner for the press, not the average citizens that actually buy these thi

The problem is, this is all marketing, and pricing it lower than Tesla is just a head-turner for the press, not the average citizens that actually buy these things. The base model F150 the low-end of the Lighting line compares to is only $28,940. That's $10,000 less than the electric model. Most consumers are not going to be buying a base model and dealers rarely carry them on their lots. So, the realistic starting point for these is most likely going to be around $50k. Slap on top of that the $10k to $20k dealers are currently getting above MSRP and this will be out of reach for most people.