Is Ford Mispricing the Maverick on Purpose?

[Drew]

The entire history of the Ford Motor Company starting with the model T was to sell vehicles that everyone can afford. Nothing has changed. They have always had affordable low cost vehicles in their lineup.
They do not want dealers marking up their veh. That's the whole reason for eliminating dealers and selling direct to consumers.
No conspiracy here.
My dealer priced my Mav. at ordering at msrp. no hidden fees. If you payed more you went to the wrong dealer.

I don’t see a conspiracy either, just possibly an admirable business strategy. I’m not criticizing Ford. They’re not victimizing anyone. If I’m right I admire them for making the best of the situation & getting a great little truck out of the factory every now & then.

Sponsored

 

[Stive]

So I’m coming from an XL Hybrid point of view. To me and for me, I had no expectations that this was going to be any where near a luxury vehicle. The price point of $19,995, well with destination charge making it $21,500, and it being a HYBRID! and a truck, I could not pass it up. I had a 2012 Honda Insight (hybrid), in which it cost as much as this truck (10 years ago). The build quality for it was no better than the Mav. In fact, just by adding cp360, the Mav is miles ahead of the Honda In all respects. I will preface that I have just owned the Mav for a month with 1300 miles…so, the newness is still very much in play. The point made of using existing parts has always helped manufacturers. In fact, it has helped many Mav owners by updating drive modes, adding cruise control and other features. If the price was $30k for this same trim vehicle, I probably would not have entertained the idea of buying it. So, Ford has done me right.

 

[reciprocating_ravioli]

I didn’t intend to suggest that they were pricing it so low that they intend it to be a loss-leader. By saying underpriced, I mean underpriced compared to what they could charge in the open market versus other manufacturer’s closest competing offerings.

I see.

I still think it isn't underpriced. Standard features of the Mav, even on the higher trims, suck. They have already raised the price, and if they bump the price up too much more on the 23, it'll be overpriced.

 

[Drew]

Exactly. At the low end with XL, they stripped out so many features that most people are used to. XLT adds in a lot of things like cruise control and power mirrors that most take for granted. They're not making all that much on an XL but XL exists to draw you in initially with the sub-$20k price (before destination charge, of course). Then you see you can bump up to an XLT for only a bit more, maybe add some other options. Every option brings with it a decent profit margin, and that's the aim. Sell you as many options as they can.

XL’s have power mirrors… I think you can equip an XL with just about everything but the cruise control, power seats, & sunroof. Is there anything more of significance that you can’t add to an XL?

 

[desmobob]

My biggest fear with the Maverick being so inexpensive (lowest priced new vehicle on the market?) is that it will turn out to be a disposable car with a short life span and horrible resale value. Remember the Dodge Neon? Were they the lowest priced new vehicle in their day?

When I bought my Subaru Forester in 2009, I think it was the lowest priced AWD or 4WD SUV on the market at $22K base price. I've had thirteen trouble-free years from it. If my Maverick lasts thirteen years, I'll be ecstatic!

 

[Drew]

I don't know.. is it? It starts at 7-8 grand more than the Maverick, so I'd hope it's a slightly higher quality.

Whoa, Mavs are priced $7-$8k less than a Bronco Sport kinda supports my conjecture since they share so much in common…

 

[Drew]

Ford stripped out everything possible from the Maverick to get to the original price points. You got cheap materials, thin paint, a touch screen from a 2015 Ford Fiesta etc. They were selling you a hybrid pickup truck at a bargain price. And they hit it. Buyers are trading features and quality for that 4 door pick up bed configuration. Look at the Santa Cruz. It's about $4k more, and you can see that it's worth $4k more in its construction. In normal times For would be building 300k a year of the Maverick. For a variety of reasons that level of productions is physically impossible in 2022.

Don't complain about what you are getting with the Maverick. You are getting a utilitarian product at a value price.

No complaints here, love my Mav. If I’m right I admire Ford management even more for doing the best they can with the manufacturing environment they’re navigating.

 

[Drew]

So I’m coming from an XL Hybrid point of view. To me and for me, I had no expectations that this was going to be any where near a luxury vehicle. The price point of $19,995, well with destination charge making it $21,500, and it being a HYBRID! and a truck, I could not pass it up. I had a 2012 Honda Insight (hybrid), in which it cost as much as this truck (10 years ago). The build quality for it was no better than the Mav. In fact, just by adding cp360, the Mav is miles ahead of the Honda In all respects. I will preface that I have just owned the Mav for a month with 1300 miles…so, the newness is still very much in play. The point made of using existing parts has always helped manufacturers. In fact, it has helped many Mav owners by updating drive modes, adding cruise control and other features. If the price was $30k for this same trim vehicle, I probably would not have entertained the idea of buying it. So, Ford has done me right.

Agree completely.

 

[reciprocating_ravioli]

Whoa, Mavs are priced $7-$8k less than a Bronco Sport kinda supports my conjecture since they share so much in common…

The base model comes standard with 4x4, Sync, CP360, Nicer wheels, Cruise Control, G.O.A.T modes.

31,055

The Maverick with AWD and CP360 is 25,795

5K difference, but you don't have cruise control, nicer wheels, sync..etc. You can't even get sync in the Mav unless you go to the Lariat level with the Lux trim. Ridiculous!

You can say it supports your idea that the Mav is underpriced, I say it supports my idea that it isn't.

 

[Drew]

The base model comes standard with 4x4, Sync, CP360, Nicer wheels, Cruise Control, G.O.A.T modes.

31,055

The Maverick with AWD and CP360 is 25,795

5K difference, but you don't have cruise control, nicer wheels, sync..etc. You can't even get sync in the Mav unless you go to the Lariat level with the Lux trim. Ridiculous!

You can say it supports your idea that the Mav is underpriced, I say it supports my idea that it isn't.

Hmmmm, thanks.

 

[Bobinmi]

The base model comes standard with 4x4, Sync, CP360, Nicer wheels, Cruise Control, G.O.A.T modes.

31,055

The Maverick with AWD and CP360 is 25,795

5K difference, but you don't have cruise control, nicer wheels, sync..etc. You can't even get sync in the Mav unless you go to the Lariat level with the Lux trim. Ridiculous!

You can say it supports your idea that the Mav is underpriced, I say it supports my idea that it isn't.

Truth be told...whenever you buy things ALACARTE...it cost more. That's why you buy the "house special".

 

[reciprocating_ravioli]

Truth be told...whenever you buy things ALACARTE...it cost more. That's why you buy the "house special".

For sure. That's really my big gripe with the Mav. For my taste, I'd rather pay a few grand more on the base and have better/more standard features - or make the jump to XLT or Lariat a bit more worth it with better standard features. If the Lariat came standard with CP360, ACC and Sync - it would be so much more attractive to me.

Being stripped down was fine when you could get out the door under 23K, but that's no longer the case. And if Ford decides to raise the price of the 23 even higher, without adding any additional standard features - it really starts to push me away.

 

[Oggy]

Answer a simple question please. When you ordered your Maverick did your dealer try to “up sell” you? I’ve read almost every post on this forum and have never once heard of a Maverick buyer being “up sold”. Ford saw a market, jumped on it, the same market they saw with the Bronco. The truly sad thing is Ford clearly doesn’t know how to bring a new vehicle to market…. Even before the pandemic…. Just look at the Bronco..

If they were upsold, they wouldn’t necessarily be a Maverick buyer, would they? Likely not…

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…

 

[jsus]

XL’s have power mirrors… I think you can equip an XL with just about everything but the cruise control, power seats, & sunroof. Is there anything more of significance that you can’t add to an XL?

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

Sponsored