In YOUR opinion, what makes the Maverick so AFFORDABLE?

[abcinv]

I ordered from Horsham, I have been told I will get it at 4% below invoice. So I am reasonably sure thats what I will pay if Horsham does not want some really bad press.

I got 4% under as well; surely the invoice price won't increase...right?
Seems crazy I know; I'm just throwing thoughts out there...

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[TheShark]

Totally forgot about the CAFE standards. Thanks for that input.

I thought the same thing, totally forgot about CAFE standards. I'm sure the Maverick will be a big help there.

The Maverick will be my first Ford which is amazing considering the number of cars I've had in my life.

 

[abcinv]

I was thinking about this earlier and I don't necessarily feel it's "affordable", I think we've just been tricked into thinking it's "affordable" because all mid-size and full-size vehicles have become so "un-affordable."

7 years ago I had a hard time convincing myself that I needed a brand new 2014 F150 SuperCrew that was a loaded XLT FX4 for $38,000 out the door, fresh off the truck only 3 miles on it. Passed on the deal and now here I am looking at an AWD Lariat Maverick that's nearly pushing that same price before any incentive of dealer discount. That same F150 similarly optioned today has inflated to a cool $55,000 making it beyond unreasonable for what I'd ever spend on a truck. I could have had that 2014 paid off by now, and the only look I would probably be giving the Maverick would be solely based on the fuel economy. Bigger problem is I can't even get that same 2014 clean, used but low miles for under $30,000 now. Unbelievable times.

Something I have not considered but I see your logic. That very well could be the case. Ford marketing is pretty darn good!

 

[22Mav]

Something I have not considered but I see your logic. That very well could be the case. Ford marketing is pretty darn good!

Not just Ford though, all manufactures.

Hell, back in 2013-2014 Woodhouse (the big guns of Blair, NE) were taking $14,000 off of brand new F150s. You could source an even better deal and get darn near pick of what you wanted from their massive lot. Loaded XLT 4x4 for $35,000, Lariat for $40,000. Now we've got people who are paying $5,000 markups just to get the only F150 that might be on a dealers lot that week or month. Different times to say the least.

 

[SgtLip]

I was thinking about this earlier and I don't necessarily feel it's "affordable", I think we've just been tricked into thinking it's "affordable" because all mid-size and full-size vehicles have become so "un-affordable."

Got a good point there. I think we are numb to the un-affordability of trucks today. So in scale we are pretty close to the same amount.

 

[Lugnut]

Do we think we'll get the Maverick at the price on our DORA's?
Just throwing that out there for the conversations...

Yes

 

[SgtLip]

Not just Ford though, all manufactures.

Hell, back in 2013-2014 Woodhouse (the big guns of Blair, NE) were taking $14,000 off of brand new F150s. You could source an even better deal and get darn near pick of what you wanted from their massive lot. Loaded XLT 4x4 for $35,000, Lariat for $40,000. Now we've got people who are paying $5,000 markups just to get the only F150 that might be on a dealers lot that week or month. Different times to say the least.

Yeah, my sister-in-law and her husband are looking for a truck. They saw a New Ranger at local Ford dealer. They called and said it was there and available. Fast forward 10 minutes, they arrived to the lot and they told them it was sold and there was nothing else. Not really sure if the dealer said it was available to get them on the lot to sell them something or if it was really available and someone purchased it within 10 minutes. They were bummed.

 

[FirstFord]

We need to keep in mind that trucks have been the highest margin vehicles for manufacturers for some time. I think there is a lot of room for Ford to offer a relatively more affordable vehicle and still achieve margins similar to what manufacturers get for cars. And, as others have said, the Maverick is filling the product hole left when they abandoned cars so overall it supports their business model.

Other factors are in play too. Mexico assembly helps. I believe the compressed design cycle substantially reduced development costs which have to be amortized over initial production. Lastly I do suspect there's a "buy-in" aspect that justifies slimmer margins for the conquest sales that Ford is aiming to achieve.

 

[theek]

The wiring is a mess because it's a pre-production vehicle.

 

[Mainer500]

I've been giving it a lot of thought and can't come up with a reason as to what makes the Maverick so affordable. Is it strictly it's smaller size, is it built with cheaper equipment/parts? When I look at a few of the pictures posted on the forum, in MY OPINION, it's extremely messy or cluttered looking. Is that the reason? They aren't spending the time to tidy everything up?

How or Why do you think they priced it so affordable?

I’m agreeing with some other responses. Yes it’s built in Mexico, they’re using a unibody, used the Escape platform, used a new eCVT transmission built in-house (cost savings), want to fill the void of no sedans (except The Beloved Mustang, man I miss my 76 Mustang Mach 1 but love my 150 AND FINALLY they are buying the market with us early adopters. Once we get them on the road we will be “Moving Billboards” for Ford AND we’ll be getting early and cheaper then all of our “Smart” Friends who wanted to wait and see one in person. Cool for them , I hope they enjoy the $1,500 to $2,000. Dealer Markups that they’ll have to pay. We, on the other hand, have “refundable” deposits so if we hate it we get our money back and go in a different direction.

 

[SgtLip]

I’m agreeing with some other responses. Yes it’s built in Mexico, they’re using a unibody, used the Escape platform, used a new eCVT transmission built in-house (cost savings), want to fill the void of no sedans (except The Beloved Mustang, man I miss my 76 Mustang Mach 1 but love my 150 AND FINALLY they are buying the market with us early adopters. Once we get them on the road we will be “Moving Billboards” for Ford AND we’ll be getting early and cheaper then all of our “Smart” Friends who wanted to wait and see one in person. Cool for them , I hope they enjoy the $1,500 to $2,000. Dealer Markups that they’ll have to pay. We, on the other hand, have “refundable” deposits so if we hate it we get our money back and go in a different direction.

I like your thinking.

 

[SgtLip]

Lastly I do suspect there's a "buy-in" aspect that justifies slimmer margins for the conquest sales that Ford is aiming to achieve.

Good points but I'm not clear what you mean by the last portion. Can you elaborate?

 

[FirstFord]

Good points but I'm not clear what you mean by the last portion. Can you elaborate?

It costs a business money to capture customers from their competitors. In the auto business this is called a "conquest sale." You've maybe seen manufacture incentives for owners of specific competitive vehicles.

So when the product manager sets the price point, they can justify some reduced margin for the value of capturing a customer who would not otherwise have been a Ford buyer.

 

[SgtLip]

The wiring is a mess because it's a pre-production vehicle.

Man, I hope you are correct. I used to be a sound man and keeping the wiring neat made it so much easier to trace faults.

 

[WesM]

Its cheap because they are using components that have long paid off their research costs. The engine is over 10 years old, the suspension systems are nothing new. The vehicle borrows parts from a parts bin thats been around for a while. Even the HF45+ eCVT is basically the HF45 with an updated motor, which was pulled from the HF35, so that is mostly amortized in at this point. Its mass production, as scale increases, cost decreases per part.

In this case, Ford decided to try and recapture the sedan sales they lost when they stopped making them, so they are passing on some of the savings. I suspect the base cost of the Maverick will be up to $23k-24k in a year or two.

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