Is Ford Mispricing the Maverick on Purpose?

[Bobinmi]

I love my hybrid Mav....turned 15k miles this week, avg 42.6 over last 12k miles, with 40 percent hwy, 60 city. No squeaks, rattles, no issues. A solid 10 on a 1-10 scale. Has MUCH more than exceeded my expectations...and it might be because I spent 25k on an XLT without having Mercedes expectations!

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[stoptothink]

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

I'm from Mexico, I don't think this has anything to do with bigotry. I've found that the same people are also likely to say that cars manufactured in Japan are higher quality than those made in the USA; are they bigoted against Americans? It's just a myth that keeps being perpetuated (especially in the auto industry) without any actual data.

 

[Lumia]

When the 2011 Ranger was discontinued the XL Single Cab without Cruise Control had an MSRP of $18,000 or $23,708.51 adjusted for inflation. The top-of-the-line Sport Model fully loaded was $28,000 or $36,879.90 inflation adjusted.

Ford is fairly good at building parts bin trucks when they have to. The only difference this time around is their marketing team knocked it out of the park and they found a niche that no one else noticed.

 

[MLowe05]

I'm from Mexico, I don't think this has anything to do with bigotry. I've found that the same people are also likely to say that cars manufactured in Japan are higher quality than those made in the USA; are they bigoted against Americans? It's just a myth that keeps being perpetuated (especially in the auto industry) without any actual data.

The difference being that the Ford is an American brand built in Mexico. The Japan thing you referenced is about a Japanese brand built in Japan. That's not apples to apples.

Personally, I've owned Toyotas built in Japan and in Kentucky. I've also owned Mercedes built in Germany and South Africa. I've driven Mercedes extensively built in Alabama.

I will say this. The glass and adhesives used in South African built Benzes were different than German ones. That gave the cars a different smell that I didn't prefer, but it wasn't a dealbreaker. The Alabama-built Mercedes seemed less well put together, but that's anecdotal.

Toyota wise, the paint on the Japanese cars seemed to fade in places that the paint on Kentucky built units did not.

I don't think it is bigoted to want your American brand built in America, your Japanese brand built in Japan, your German brand built in Germany. What is bigoted is to act like because the Maverick is built in Mexico, that people there are inherently less competent.

 

[jsus]

When you go to a forum dedicated to a specific vehicle, you'll really get a warped perspective about the quality.

Not a specific vehicle; any product, or service for that matter. People are much more vocal when they have something to complain about than something to praise. Mainly because you come at things expecting a certain standard, so you don't make much noise when it's met. When your expectations are not met, then you speak out.

Pick any company and chances are, you'll see an overwhelming number of complaints online. Even for something you've had and used for years and are happy with.

If you went by what some people say on forums, you'd never use an iPhone or Samsung Galaxy S-series flagship smartphone. You'd be convinced they were all the worst thing ever made.

 

[Hoagus]

Or possibly just a bumper sticker.

 

[stoptothink]

The difference being that the Ford is an American brand built in Mexico. The Japan thing you referenced is about a Japanese brand built in Japan. That's not apples to apples.

Personally, I've owned Toyotas built in Japan and in Kentucky. I've also owned Mercedes built in Germany and South Africa. I've driven Mercedes extensively built in Alabama.

I will say this. The glass and adhesives used in South African built Benzes were different than German ones. That gave the cars a different smell that I didn't prefer, but it wasn't a dealbreaker. The Alabama-built Mercedes seemed less well put together, but that's anecdotal.

Toyota wise, the paint on the Japanese cars seemed to fade in places that the paint on Kentucky built units did not.

I don't think it is bigoted to want your American brand built in America, your Japanese brand built in Japan, your German brand built in Germany. What is bigoted is to act like because the Maverick is built in Mexico, that people there are inherently less competent.

IMO, your anecdotal experience kind of proves my point: these are oft-repeated automotive industry tropes, which may or may not have supportive evidence. They also don't seem to be rooted in bigotry. If someone believes Mexicans build sh*tty Ford cars (which I have no opinion on), I don't assume they hate my people (just as I don't assume you dislike South Africans because you prefer German-built benzes). Slow your roll before jumping to judging someone as bigoted or prejudiced. Nobody likes a "white knight", especially the minorities you think you are protecting from bigotry

 

[Maverick Life]

Another possibility that may help keep prices low without losing profitability is that Ford is using the Maverick to test much lower ad spending. Jim Farley was recently quoted saying "We spend $500 to $600 per vehicle on public advertising. Get rid of all of it." While there has been some spending on the Maverick I expect it's much lower than other models. Some people here have also noticed, the model launch seemed to be missing a big ad push. Perhaps Ford is saving a few hundred in product costs that would otherwise be passed on to buyers. Combined with other cost-saving measures already mentioned I think profitability even on the base model is feasible - if only at slim margins.

 

[Drew]

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/

Wow, I will take a look at mine.

 

[reciprocating_ravioli]

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

If you want to call me out, then do it. Don't be passive aggressive.

 

[Drew]

I love my hybrid Mav....turned 15k miles this week, avg 42.6 over last 12k miles, with 40 percent hwy, 60 city. No squeaks, rattles, no issues. A solid 10 on a 1-10 scale. Has MUCH more than exceeded my expectations...and it might be because I spent 25k on an XLT without having Mercedes expectations!

I hear you on that. I like simple uncluttered with a good fit & finish… & I’m impressed with my Mav. No rattles or squeaks to drive me mad either. I want it to be a truck. I wish it had vinyl seats & a vinyl floor instead of carpet so I could just hose it out.

 

[reciprocating_ravioli]

I'm from Mexico, I don't think this has anything to do with bigotry. I've found that the same people are also likely to say that cars manufactured in Japan are higher quality than those made in the USA; are they bigoted against Americans? It's just a myth that keeps being perpetuated (especially in the auto industry) without any actual data.

It's the exact same thing with guitars.

It used to be America>Japan>Mexico>Korea>China, Indonesia..etc.

Now it's more about which company puts the extra effort into quality control and uses quality parts.

 

[Scott Asheville]

Another possibility that may help keep prices low without losing profitability is that Ford is using the Maverick to test much lower ad spending. Jim Farley was recently quoted saying "We spend $500 to $600 per vehicle on public advertising. Get rid of all of it." While there has been some spending on the Maverick I expect it's much lower than other models. Some people here have also noticed, the model launch seemed to be missing a big ad push. Perhaps Ford is saving a few hundred in product costs that would otherwise be passed on to buyers. Combined with other cost-saving measures already mentioned I think profitability even on the base model is feasible - if only at slim margins.

Also I read in last week's sales figures that Ford is now at 52% retail orders (August figures). That is an automaker and dealer dream. That's another way they can take inventory costs out of the system. That massive dealer lot inventory we all grew up with - that has to be financed. And cars that weren't ordered and don't sell well - those have to be discounted. Margins and profits are up for everyone in the system.

So from an OEM viewpoint, the sooner they move to a direct retail sales model (Ford direct to you), the better for everyone involved. Heck, they split Ford into two to accomplish exactly that (Google "Ford Blue").

The OEMs are also saving some millions by not attending major auto shows. It's all online reveals now (well, also bringing journalists to a launch promo). OEM real estate at major international shows can be millions per show.

 

[Mikknj]

Mostly to meet federal guidelines for gas efficiency across the whole company. Dropping ‘cars’ left Ford without a way to balance out a F250 and higher gas hogs. They sale likely at a slight loss, but make it up with a overpriced F150 trim it offsets.

YES

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