Is Ford Mispricing the Maverick on Purpose?

[Drew]

XL standard:

• Mirrors, Sideview – Manual-folding, Manual Glass with MIC Black
  Skull Caps

XL with Co-Pilot360:

• Mirrors, Sideview – Manual-folding, Power Glass

XLT, Lariat standard:

• Mirrors,Sideview–Manual-folding,PowerGlassw/Spotter

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[JKinPA]

The Civic Touring is the top Civic trim. It is about $30k and very much like a luxury car compared to the Maverick, especially in terms of materials and build quality.. which was my point.

I'm not knocking the Maverick necessarily. Hell, I'm buying one. I'm just saying I don't agree with your take on pricing. The Maverick is cheap because they cut all sorts of corners to make it cheap.

I think $30k is the absolute ceiling of what a Maverick is worth at any trim/equipment/powertrain level. Past $30k it is simply not enough quality for the money. Again, though, if you just need that bed..

I respectively disagree. 30k gets you AWD, a bed, and room for four where else Is there another vehicle offering this? I hauled 2 dressers and a mirror this weekend, does the Civic offer that versatility? The Maverick is good for mid range off roading and is better than average in 8 or 10 inches of snow. It’s all about the individual and expectations. I replaced a 2007 Mountaineer with my Maverick so it’s an upgrade for me. You do you but saying that the Maverick isn’t a value in today’s market seems off. Again, find something to replace it at the same pricepoint….let me know when you find it

 

[mtd14]

What other vehicles come as stripped down (feature & materials) as the XL for comparison?

I think their pricing is pretty spot on. XL is a low margin fleet vehicle they expect to make up on volume, and they can produce lowly featured ones more easily while other parts are constrained. XLTs and Lux are reasonably priced unibody cars for the market, given some compromising for materials and tech.

The three combine for a solid entry level vehicle, with a healthy backlog that gives production planning flexibility to enable constant production.

 

[s.ober]

I believe the Mav is underpriced by Ford as a strategy:

What price do other 4 Door Hybrids cost new?

What price do other 4 Door Turbo AWDs cost new?

…& they aren’t even trucks!

How is Ford doing it? Did Ford somehow discover a rift in spacetime that dropped their cost of materials & labor?
-No, in fact both are up!

So, the more important question is:

>Why did Ford price the Maverick so low?<

1. The advertised artificially low price gets huge attention, & brings people to Ford dealerships for possible upsells

2. Pulls buyers away from other vehicles & brands,

3. Incentivizes people to order & wait, & wait, & wait… locking them up, keeping them from purchasing other brands

4. While buying time for Ford to navigate it’s way through the supply chain nightmare & eventually get back up to speed…

5. Ford dealers are also given the opportunity to make some bucks on marking up cancellations & used Mavs, helping keep them afloat until Ford factories fully come back online.

Ingenious actually…

I think it might be a year from now before Ford is able to meet demand & deliver Mavs in a reasonable time frame, & I predict that by that time Ford will pivot to bring the Mav’s price more in line with other car companies’ offerings thereby reflecting the true cost of profitably manufacturing, marketing, & delivering the Mav in a timely manner to it’s customers… but for thousand$ more than the loss-leader, attention-grabbing, wait-placating price it is now.

Thoughts?

Edit: I don’t think Ford is intending to sell Mavs at a loss. My saying artificially underpriced means just that. The closest offerings from other manufacturers that are Hybrid or Turbos or AWD all cost substantially more. Our buying behavior, -your’s, mine, all the other thousands of buyers of Mavs behavior & the used market prices all demonstrate that Ford could charge much more for their Mavs. I’m exploring why they aren’t & why they choose to price them so low.

I don’t see a conspiracy, I see possibly an admirable business strategy that I myself am benefitting from. I’m not criticizing Ford. They’re not victimizing anyone. If I’m right I admire Ford management even more for making the best of the situation & getting a great little truck out of the factory every now & then. I am a very happy EB AWD XL owner & am waiting on 1 Hybrid XLT & 1 EB AWD 4K.

Someone at Ford Marketing said that the price was based on the price of the first Ford Maverick calculated forward with inflation.

 

[pigsareus]

That plant in Mexico has been around a long time and it has a

1. Yes, labor is less expensive in Mexico. But I don't think that it can be fairly stated that Mexicans make less-durable cars.
2. Less expensive doesn't always mean cheap. While there are fewer expensive "soft touch" materials and the like, I'm hoping that they aren't using "cheap" materials. Many inexpensive cars that I've owned from Honda and Toyota have less-expensive materials, but they were still durable.
3. My truck actually has really nice fit and finish. In fact, I really haven't seen anything bad on that front that I find problematic.

Many manufacturers find ways to make inexpensive vehicles without making them cheap. In fact, the long-term reliability of inexpensive models is often superior. I suspect that less-fancy tech and older more-proven components often get used in inexpensive vehicles because people who are willing to pay more usually want the latest and greatest (and lots of extra stuff = more changes of failure)

It'll be interesting to see how the long-term durability of the Maverick compares to other Ford vehicles. I'm not expecting it to be much different--for better or worse. Fingers crossed (and extended warranty purchased.

Exactly! The Mav is cheap. It's built in Mexico with cheap labor, cheap materials and crappy fit and finish. And yet people want to think "OMG how did Ford do this!?!? They HAVE to be losing money"

No, they aren't losing money on them.

Crappy plant? Ford just gave it the highest marks of all it's plants so if that's the case then anywhere else one of their vehicles are made are even more deficient : https://border-now.com/ford-hermosi...ico's Stamping and,by the Ford Quality Office.

Exactly! The Mav is cheap. It's built in Mexico with cheap labor, cheap materials and crappy fit and finish. And yet people want to think "OMG how did Ford do this!?!? They HAVE to be losing money"

No, they aren't losing money on them.

Ford awarded that plant the best in N America : https://border-now.com/ford-hermosi...ico's Stamping and,by the Ford Quality Office.

 

[pigsareus]

So, is the Bronco Sport, made in the same plant, also that crappy?

Ford says the plant is #1 : https://border-now.com/ford-hermosi...ico's Stamping and,by the Ford Quality Office.

 

[Hoagus]

Ford says the plant is #1 : https://border-now.com/ford-hermosillo-is-recognized-as-the-best-assembly-plant-in-north-america/#:~:text=Ford de Mexico's Stamping and,by the Ford Quality Office.

Yeah, I know. But people still hatin’ on the Mexicans.

 

[pigsareus]

I believe the Mav is underpriced by Ford as a strategy:

What price do other 4 Door Hybrids cost new?

What price do other 4 Door Turbo AWDs cost new?

…& they aren’t even trucks!

How is Ford doing it? Did Ford somehow discover a rift in spacetime that dropped their cost of materials & labor?
-No, in fact both are up!

So, the more important question is:

>Why did Ford price the Maverick so low?<

1. The advertised artificially low price gets huge attention, & brings people to Ford dealerships for possible upsells

2. Pulls buyers away from other vehicles & brands,

3. Incentivizes people to order & wait, & wait, & wait… locking them up, keeping them from purchasing other brands

4. While buying time for Ford to navigate it’s way through the supply chain nightmare & eventually get back up to speed…

5. Ford dealers are also given the opportunity to make some bucks on marking up cancellations & used Mavs, helping keep them afloat until Ford factories fully come back online.

Ingenious actually…

I think it might be a year from now before Ford is able to meet demand & deliver Mavs in a reasonable time frame, & I predict that by that time Ford will pivot to bring the Mav’s price more in line with other car companies’ offerings thereby reflecting the true cost of profitably manufacturing, marketing, & delivering the Mav in a timely manner to it’s customers… but for thousand$ more than the loss-leader, attention-grabbing, wait-placating price it is now.

Thoughts?

Edit: I don’t think Ford is intending to sell Mavs at a loss. My saying artificially underpriced means just that. The closest offerings from other manufacturers that are Hybrid or Turbos or AWD all cost substantially more. Our buying behavior, -your’s, mine, all the other thousands of buyers of Mavs behavior & the used market prices all demonstrate that Ford could charge much more for their Mavs. I’m exploring why they aren’t & why they choose to price them so low.

I don’t see a conspiracy, I see possibly an admirable business strategy that I myself am benefitting from. I’m not criticizing Ford. They’re not victimizing anyone. If I’m right I admire Ford management even more for making the best of the situation & getting a great little truck out of the factory every now & then. I am a very happy EB AWD XL owner & am waiting on 1 Hybrid XLT & 1 EB AWD 4K.

Ford discovered that yes there are potential buyers who really don't want/need anything more than basic transportation and would jump at the opportunity to get a 22K truck. It's the perfect replacement for an old beater that costs thousands every year to maintain and with the great MPG it gets it ends up being a no brainer. Honestly, all the whistles and bells on a lot of vehicles that jacks up the price and adds to the complexity and difficulty troubleshooting is just a waste of money. Many don't 'need' most of those features but they're baked into the price and they pony up for it.

 

[reciprocating_ravioli]

That plant in Mexico has been around a long time and it has a


Crappy plant? Ford just gave it the highest marks of all it's plants so if that's the case then anywhere else one of their vehicles are made are even more deficient : https://border-now.com/ford-hermosillo-is-recognized-as-the-best-assembly-plant-in-north-america/#:~:text=Ford de Mexico's Stamping and,by the Ford Quality Office.

Ford awarded that plant the best in N America : https://border-now.com/ford-hermosillo-is-recognized-as-the-best-assembly-plant-in-north-america/#:~:text=Ford de Mexico's Stamping and,by the Ford Quality Office.

When you go to a forum dedicated to a specific vehicle, you'll really get a warped perspective about the quality. That could be the case here - however, I read constantly about how cheap the interior is, rattles and creaks, how bad the paint is, now even with pealing issues, a fair number of wiring harness issues on the hybrid.

I'm not suggesting that because a vehicle is built in Mexico it is bad. I'm saying that because it is built on the cheap in Mexico, that it is a cheap vehicle.

 

[Drew]

When you go to a forum dedicated to a specific vehicle, you'll really get a warped perspective about the quality. That could be the case here - however, I read constantly about how cheap the interior is, rattles and creaks, how bad the paint is, now even with pealing issues, a fair number of wiring harness issues on the hybrid.

I'm not suggesting that because a vehicle is built in Mexico it is bad. I'm saying that because it is built on the cheap in Mexico, that it is a cheap vehicle.

Some paint is peeling?

 

[Mav as heck]

Some paint is peeling?

Since you asked... yes it's a thing. Not just one persons Maverick either. Quite a few people posting in this thread who all have peeling paint on their bumper in the same spots (go and check yours now, lol)

https://www.mavericktruckclub.com/f...ericks-paint-defenders-report-for-duty.19164/

 

[Suzukiridr14]

I think your spot on with the Maverick. Remember when Ford came out with the Mustang? Basicly took a Falcon platform, 6 cyl. Plain Jane added a sports car body, with a starting price no one could resist, and let you add any option you wanted to build your dream car. I think they're doing it again!

 

[Clock Doc]

I think the Maverick is intended to be for the younger buyer (not my demographic at 40 yrs old), with the hopes of building brand loyalty. My BIL has had 4F150’s, the other BIL has had 3 , they’re both loyal to their brand. Start them early keep them hooked…

I agree with you. The Maverick buyer pretty much new what they wanted and could afford so no upselling there. The gotta have new model anything crowd easy pickins.
Target demographic spot on but what they didn't see was guys like us.
I'm 57, pay cash for all my vehicles. Last car loan I had was in '88. 1st yr accord coupe. Used ever since. Last Truck was a '99 f150 bought on '01 sold in 2017, still on the road. I can no longer climb in and out of what they call pickups. The ranger is as big as my old f150 was forget the rest.
Here comes the Mav. base XL tow package 24k. What do I need power mirrors/ seats for, I'm the only driver once set done. All the other do withouts fine don't need, wants maybe, but not in my budget, not forced to buy them, better. It fits the budget of 20 to 80. Look at the mod posts, younger guys lowering older guys lifting really old guys getting mad 'cause you lose the warranty doing that! Lol
I think this veh. hit every age group up till 80 that's why the backlog. Demand was not expected, not ineptitude by the company as some say. The Bronco has had the same issue under estimated appeal.
Is the truck cheap no. Inexpensive yes. I've had expensive and inexpensive vehicles. For me it has to last more than 10yrs. Never had an expensive vehicle do that with affordable repairs.

 

[999]

Yep. Funny how some bigoted people don't even realize they are bigots.

Yeah, I know. But people still hatin’ on the Mexicans.

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