Has Ford "Solved" the Maverick Demand Problem with Higher Pricing?

[dabhawk]

How many recalls on the iPhone?

Too soon?

Haha! Now that I can agree with.

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[TheSEARCH]

I think this thread went off topic. Yes it was a given the price went way up. Depending on version xl xlt or lariat. BUT do you think this will solve the high demand? Yes or no. Not my car was 22 k now its 26 k. Yes we all know the price went way up for 2024.

So is the price increase enough? Order banks still open 2 days in right? Will know more in a week or two. Maybe any big dealers can answer how many orders they got so far?

 

[Oscarcat]

So, with the MY24 Maverick build and price now available online, I played around a bit this morning and came to this conclusion: a decently equipped Maverick will now set you back $35,000-$37,000, on average.

Now, I realize my definition of "decently equipped" is subjective. For the purposes of this discussion, I am tossing out bare bones XL builds and the Lariat trim completely. Rather, I am focused on the XLT -- widely considered to be the "sweet spot" for the Maverick.

For 2024, to get an XLT with the luxury package (meets my definition of "decently equipped" compared to many other trucks and SUVs on the market) and EITHER the Tremor off-road package, FX4 Off-Road Package, Black Appearance Package or 4K Towing Package, the truck now sits in the $35,000-$37,000 range. You can play with the build and price tool all you want, but the way Ford has done things for 2024 means you can no longer get FX4 without 4K, you can no longer get BAP without XLT Lux, you can no longer get the Tremor package without CP 360, etc.

Basically, they've configured the builds to force you to potentially take a package you don't want to get one you do. Certainly makes sense from a profitability standpoint, and probably will also help Ford meet demand going forward, as I no longer see the Maverick as a highly compelling option at these prices. I personally would not be interested in a "base" XL, nor would I ever consider going to $40K for a Lariat Lux.

Anyway, I am SUPER GLAD I have my 2022 XLT FX4 LUX (still with only 5,500 miles) and I got it for under $32K and 1.9% financing. I guess I have been around this group long enough to be the grumpy old man of Maverick Truck Club, but the glory days for the Maverick may be coming to an end from a value standpoint.

The Mav is the bright $pot for FoMoCo. They just reported a billion dollar hit, mostly on EV's. Mach e's are discounted, they had to lower the prices on Lightenings. So Ford, doing what anyone would do, is making hay while the sun shines on Mav's. I am too young to recall, but I hear that Ford and Ford dealers did the same thing when the 1964 1/2 Mustang first hit the market and Ford was unable to keep up with the demand. Typical supply and demand behavior in the healthy USA market-based economy.

 

[Ozarkbeard]

Apple's markup is around 119% I love Apple products. That's greed.

Apple makes good products but I hate apple. They are a greedy company with a profit margin of ~24%. Ford's net profit margin is slightly over 4%.

 

[zstansel]

If y'all go look at what is for sale out there USED, it's wild. XLs with miles on them going for 30K. Locking in a 24 at MSRP (even with the increase) is still a good move in this market. That probably won't change between now and when 24s start arriving.

 

[Maverstang]

Unfortunately it’s a triple whammy on pricing for we, the customers:

- Some commodities have gone up, but not as much as they would like you to believe. There is plenty of artificial shortage profiteering going on.

- There is still no competition in this new high demand low supply segment, therefore it’s easy to raise prices and do the typical Detroit option dance to push you into to paying for more than you need.

- Rising interest rates make more expensive to buy any car, unless you are a cash buyer.

I think price increases will reduce demand, but not enough to match supply. However there is one very important point to remember: If Ford could profitably sell a hybrid truck for $22k, then so can anyone else.

Over to you, Ram/GM/Hyundai/Toyota….

 

[Tim d]

So, with the MY24 Maverick build and price now available online, I played around a bit this morning and came to this conclusion: a decently equipped Maverick will now set you back $35,000-$37,000, on average.

Now, I realize my definition of "decently equipped" is subjective. For the purposes of this discussion, I am tossing out bare bones XL builds and the Lariat trim completely. Rather, I am focused on the XLT -- widely considered to be the "sweet spot" for the Maverick.

For 2024, to get an XLT with the luxury package (meets my definition of "decently equipped" compared to many other trucks and SUVs on the market) and EITHER the Tremor off-road package, FX4 Off-Road Package, Black Appearance Package or 4K Towing Package, the truck now sits in the $35,000-$37,000 range. You can play with the build and price tool all you want, but the way Ford has done things for 2024 means you can no longer get FX4 without 4K, you can no longer get BAP without XLT Lux, you can no longer get the Tremor package without CP 360, etc.

Basically, they've configured the builds to force you to potentially take a package you don't want to get one you do. Certainly makes sense from a profitability standpoint, and probably will also help Ford meet demand going forward, as I no longer see the Maverick as a highly compelling option at these prices. I personally would not be interested in a "base" XL, nor would I ever consider going to $40K for a Lariat Lux.

Anyway, I am SUPER GLAD I have my 2022 XLT FX4 LUX (still with only 5,500 miles) and I got it for under $32K and 1.9% financing. I guess I have been around this group long enough to be the grumpy old man of Maverick Truck Club, but the glory days for the Maverick may be coming to an end from a value standpoint.

When this truck came out in 2022 for 20 grand it caught my interest . My 23 Ecoboost 4k,XLT lux pkg was 32 grand.now it's approaching 40 grand.price almost doubled in 2 years! Still like my mav at 32 grand but doubt I would purchase at 40.

 

[Denzien]

I remember working in KC and some people from the Dallas office transferred there but went back after a year because itvwas too cold. Down south they wear parkas when it gets down to 50° while up north we are wearing shorts when it is 30°. So sounds like the south needs heated seats more.

Pansies. I'm further south in Cental Texas, and I drove a MINI Cooper Convertible for 9 years. The top was down as long as it wasn't precipitating, and the temperature was between 37° and 115°F. I did get good use out of the seat heaters though.

 

[Denzien]

If Ford could profitably sell a hybrid truck for $22k, then so can anyone else.

Over to you, Ram/GM/Hyundai/Toyota….

I wonder if it was profitable, though. If true, this is a pretty good video:

What I'm wondering is if the ecoboost is now the default engine, does Ford have to raise prices per the formula the EPA uses for truck fuel economy?

 

[Maverickman74]

Apple makes good products but I hate apple. They are a greedy company with a profit margin of ~24%. Ford's net profit margin is slightly over 4%.

Also their products absolutely suck at doing anything with any other technology that is not Apple based. They wont even connect easily to car radios so for the last decade or so have been saying they are gonna build a car. If they ever do I can only guess that they will have to have a proprietary line at the DMV to register them with specially shaped licesnse plates !

 

[Walter56]

OK, obviously I am part of the small percentage. Would be interesting to see how prices for more basic builds you described have increased from MY22-MY24.

Compared my 23 to my rollover 24 basic XL hybrid up about $3k
Still decent I guess but getting into the realm where I would have to reconsider if it weren't for price guarantee

 

[Tim d]

If you actually read my post you would see where I stated this was a 20 thousand dollar truck when it first came out. That's what got my interest. I didn't know this was for a base xl model. What I Initially thought would be a 20 grand truck for me is now approaching 40 grand .

 

[Last Truck Ever]

I think this thread went off topic. Yes it was a given the price went way up. Depending on version xl xlt or lariat. BUT do you think this will solve the high demand? Yes or no. Not my car was 22 k now its 26 k. Yes we all know the price went way up for 2024.

So is the price increase enough? Order banks still open 2 days in right? Will know more in a week or two. Maybe any big dealers can answer how many orders they got so far?

All I know is day two of the banks being open and I'm seeing lots of dealer posts and emails asking who wants to place an order. Seems like a good number of dealers twirling their thumbs today.

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