Ford fell into a hole and can't dig their way out

[felsf50]

Introduce a budget truck in June 2021, debuting June 8th. Just 15 months after the pandemic is declared. They said its the truck you didn't see coming is coming. A truck with a starting price below 20k? The basic spec is less than appealing. But the starting price? If we build it, people will buy it. Yes, but not likely the base. On sale this fall? Orders flood in. Oops. Worker shortages. Domino effect in the manufacturing and supply chain.

It's a sellers market. Build what sells and makes me the most money. If you can build two and make XX, why would you build XXXX to make the same money as two XX?

This budget truck wetted a lot of appetites. Some lucky appetites have been satisfied. The trucks are out there, we have all seen them or pics of them. Ring the bell and the dog salivates.

Look at the very recent offering and consider what it will cost in the US.

Where do you think the budget truck's price is headed? Why? Because we want one.

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[pjlawton]

I bought mine for one reason. I've been wanting a true "small" truck since they stopped making the small Ranger. Santa Cruz and Maverick are the only true small trucks right now. I looked at a Santa Cruz, nice truck, but the dealer wanted 10K ADM. I told him no thanks and waited for my Mav, Area 51 Lariat FE (I had the crappy FE decals removed). I'm glad I waited since it is pretty much everything I expected it to be.

 

[Decayed]

They sold out the entire model year. What hole? That's a great problem for Ford to have. Much better than lots full of unsold inventory.

 

[potatosalad]

Regardless of the market conditions and the supply chain constraints they were going to price it low to gain market share in this new (revived) segment. Trust that this demand will have other mfgs dusting off shelved designs for a small truck and we'll see competition in 2 years if not sooner- which would hopefully offset significant price increases. First to make a small BEV AWD gets my money.

 

[TacoHolder]

Weird title for a rant post talking about Ford making money.

 

[Bear]

The rollout of the Maverick is just terrible! The problem with part shortages, COVID and suppliers is a perfect storm for disaster. I think Ford should have done a better job being upfront with the customers....information is king!

You just keep updating the Maverick customers, dealers and area reps on why it's taking so long and just maybe there wouldn't be so many upset customers! Just be honest and I won't think the rollout of the Maverick is totally Ford fault.

 

[Churaumi]

They sold out the entire model year. What hole? That's a great problem for Ford to have. Much better than lots full of unsold inventory.

Good for Ford, but doesn't help me much unless they dramatically raise the dividends on my shares. But, mainly, I want the truck they said they'd make for me. They'll get to me or they won't. But...Ford's handling of this and the last couple rollouts has sucked hard.

 

[Enderet]

Weird title for a rant post talking about Ford making money.

I agree.

 

[Decayed]

Good for Ford, but doesn't help me much unless they dramatically raise the dividends on my shares. But, mainly, I want the truck they said they'd make for me. They'll get to me or they won't. But...Ford's handling of this and the last couple rollouts has sucked hard.

So we see a pattern forming....

I feel your pain, but Ford is feeling something entirely different.

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