I Found a Cheap Competitor Because Ford Dealers Had Virtually No Inventory of F-150, But Deeply Regretted After 30 Days and 2,300 Miles

For many truck buyers, loyalty to a brand like Ford is built over decades of trust, reliability, and performance. But what happens when circumstances force a loyalist to step outside their comfort zone? Blue Thunder, a long-time Ford F-150 owner, shared a cautionary tale under Edmunds' 2024 F-150 review about venturing into cheaper alternatives and learning, the hard way, that quality often outweighs price savings. Below, we’ll explore his experience in his own words and analyze the lessons truck buyers can take from his journey.

Blue Thunder wrote:
"I have owned F-150s since 1998. In late 2022, Ford dealers had virtually no inventory of F-150 Lariats or Platinum trims on the lot when my 2019 F-150 Lariat lease ended. So, I looked at ‘other brands of trucks’ and found one of the competitor's versions to be very nice, and I liked it. This OTHER TRUCK had lower prices, and they also had more inventory to choose from. I bought one.

Well, that so-called 'more bang for the buck' theme came to an end in less than 30 days and around 2,300 miles, as it had catastrophic engine failure while I was 300 miles from home. The honeymoon was over when the Other Truck Brand's service department had my truck 70 of the 100 days I owned it. They could not get the engine fixed or even figure out what was wrong, so I invoked the Lemon Law. I had a refund check in hand by early February 2023, so I went shopping again for a new truck.

I acknowledge that any of the five manufacturers of pickup trucks can have a bad one in the batch, even Ford. Believe it or not, I did give the exact same brand another chance and ordered (with no obligation and a refundable deposit) the same truck with the next higher trim level. However, I had time to really think about my next purchase while waiting on my new non-Ford truck to arrive. Thankfully, once you have the time to really compare Ford to all the others, the Ford F-150 is the clear winner.

When you line them all up with an open mind, it only made sense to buy an F-150 and hold out for what you really want. I certainly hope this 2023 F-150 treats me well, as I acknowledge any manufacturer can produce a lemon every now and then. My experience with another brand was likely just a case of bad luck. I believe I made the right choice going back to Ford because I had all the facts, personal experiences, and comparisons at my disposal.

My only beef with Ford's F-150 higher-level trims is that they have no chips for a heated steering wheel. My advice to Ford is to take some of those chips from the EV F-150 Lightning and EV Mustang and use them to complete their pricey ICE vehicles. Ford, you need to prioritize ICE vehicles—the ones who brought you to the dance since the production of Henry’s first Model T. Ford should at least give you a pair of leather driving gloves with your purchase if they cannot somehow manage one more chip for a heated steering wheel."

The Sourness of a Low-Priced Truck

Blue Thunder’s story captures a scenario that’s all too common in today’s vehicle market, especially during times of limited inventory. With supply chain issues plaguing automakers in recent years, many shoppers found themselves in his position—facing empty dealership lots and being forced to either wait, compromise on the trim, or look elsewhere. However, his experience underscores an important truth: a lower upfront cost may not translate to real value in the long term.

The competitor's truck may have looked appealing on paper with its lower price tag and greater availability, but the catastrophic engine failure just 30 days into ownership shattered the illusion. What followed—a 70-day service ordeal and a Lemon Law refund—shows how quickly perceived savings can evaporate when reliability and service standards fall short.

Blue Thunder’s experience is a testament to the enduring value of the Ford F-150. While no brand is immune to producing a lemon, the overall reputation of the F-150 as a durable and well-engineered truck is what brought him back to Ford. His decision to “line them all up” and evaluate them with an open mind is a reminder that brand loyalty often stems from more than habit—it’s based on trust built over decades.

Ford F-150: Balancing Innovation and Heritage

One of the most insightful parts of Blue Thunder’s comment is his critique of Ford’s allocation of resources. The chip shortage has hit the industry hard, and prioritizing technology features, such as heated steering wheels in ICE (internal combustion engine) vehicles, is an area where Ford could improve. His suggestion to shift focus slightly from EV production to ensure ICE trucks meet the premium expectations of their buyers is a valid point.

At the same time, his loyalty to the F-150 demonstrates the strength of Ford’s product lineup. While competitors may offer tempting deals or feature-packed alternatives, the F-150 remains the gold standard for many buyers. It’s a truck that doesn’t just sell on features—it sells on reputation, reliability, and the knowledge that it’s backed by a company with over a century of experience.

Blue Thunder’s journey from disappointment to redemption offers a valuable lesson for truck buyers. While it’s easy to be tempted by lower prices or greater inventory, the true cost of a truck extends far beyond the sticker price. Reliability, service, and trust are priceless commodities that Ford continues to deliver with the F-150.

His story is also a call to Ford to continue refining its approach to premium trims. Small details, like heated steering wheels, can make a big difference to loyal customers who are already investing in a high-quality product. In the end, Blue Thunder’s decision to return to Ford speaks volumes about the F-150’s enduring appeal—and why it remains the benchmark in the fiercely competitive world of pickup trucks.

Blue Thunder's story underscores a key takeaway: while flashy alternatives may tempt buyers, long-term reliability and brand trust often win the day. As Ford continues refining its F-150, customer feedback like his offers valuable insight into maintaining its legacy.

What has your experience been when comparing lower-priced alternatives to trusted brands like Ford? Have you ever had to "line them all up" to make a decision? In fact, have you ever had a chance to drive the F-150 Lightning? Let us know in the comments—your stories and insights can help fellow truck enthusiasts make informed choices!

Armen Hareyan is the founder and the Editor in Chief of Torque News. He founded TorqueNews.com in 2010, which since then has been publishing expert news and analysis about the automotive industry. He can be reached at Torque News Twitter, Facebook, Linkedin, and Youtube. He has more than a decade of expertise in the automotive industry with a special interest in Tesla and electric vehicles.