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Maverick Commercials?

Bret Maverick

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Why are we not seeing any commercials on TV for the Mav other than the 100k reservations. Seeing ones for the all electric F150 not due out till next year.
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bombast

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Apparently they don't need commercials to fill the production quotas.

Of course, they probably don't need it for the Ford Lightning either, but that's a flagship product that's not just advertising the truck, but their entrance into the electric market in force. While the Maverick is just a neat little truck.
 

Red Ryder

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Apparently they don't need commercials to fill the production quotas.

Of course, they probably don't need it for the Ford Lightning either, but that's a flagship product that's not just advertising the truck, but their entrance into the electric market in force. While the Maverick is just a neat little truck.

Right, they got more orders than resources to build them. Bolstering supply chain and focusing on manufacturing what they've already "sold" is a better investment.
 

Old Ranchero

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Apparently they don't need commercials to fill the production quotas.

Of course, they probably don't need it for the Ford Lightning either, but that's a flagship product that's not just advertising the truck, but their entrance into the electric market in force. While the Maverick is just a neat little truck.
the Mach E already claimed that mantle
 

Bandog

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Ya know,folks have been ordering their trucks since June 2021, how's come there haven't been any commercials on the boob tube about them from Ford?
 

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The Weatherman

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Ya know,folks have been ordering their trucks since June 2021, how's come there haven't been any commercials on the boob tube about them from Ford?
I have wondered that myself. At least since the Oct 5 media embargo was lifted.
 

Big_T

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I imagine they don't see a need to spend money advertising a vehicle that is basically sold out for months to come. Are they advertising the full size Bronco? I have not seen any ads for it but I don't get out much. LoL
 

DarthSquatch

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It might be different if they could produce enough to have them sitting on lots but with orders being backed up and parts not readily available they don’t want too much of a crunch otherwise people will really raise hell and not buy.
 

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I have wondered that myself. At least since the Oct 5 media embargo was lifted.
It was frustrating for many potential Bronco Sport customers that were spun-up and motivated to go buy a new Ford after the well-hyped Goat commercial debuted. The problem, no available/or limited inventory with the whole promise/delay cycle. A lot of the feedback was that Ford should focus more on delivering vehicles than releasing ads. That, and advertisements have a limited shelf-life. Why make the investment without product to sell?

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dalola

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For whatever reason, it seems F150, Mach-E, & Bronco Sport are getting all the advertising dollars.

Everything is selling faster than production these days, so I'm not sure what drives the ad budget.
 
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Big_T

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Guessing there is no reason to create more "bad news" in the marketplace by having more potential customers "peed" off waiting to spend some money on what seems to be "shadow" hybrids?:unsure:
Agreed. At this point I wish they would have advised back in June that Hybrids were "Late Availability", it would have made this current situation more palatable.
 

Probity

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Why spend advertising dollars on a low margin product like the Maverick that's already wildly popular (thanks in part to this site which is free advertising for Ford)? Their advert dollars go primarily to their cash cow the F150 in particular/F-Series in general with a much higher margin (from 2015 and 2018 data, somewhere between $10k and $13k per F150 sold, depending on who you believe).

That $26k Maverick isn't pulling in $10k per unit for Ford.

Pre-pandemic article:
How the Ford F-150 became king of cars (theconversation.com)
Ford Maverick Maverick Commercials? profit.JPG


From Ford slidepack Sept. 2020:
Boston Consulting Group Report (ford.com)
Ford Maverick Maverick Commercials? revenue.JPG
 

atomguy245

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There's not much point when there is no inventory. But I am surprised that they haven't thrown the Maverick in with the recent ads showing the Ford Truck lineup.
 

dalola

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There's not much point when there is no inventory. But I am surprised that they haven't thrown the Maverick in with the recent ads showing the Ford Truck lineup.
That's a great point....why not create a Ford truck (specifically PU) commercial showcasing the choices, all the way from the base Maverick hybrid to the PS Super Duty 1 ton. That would be pretty cool!
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