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Ford could totally change the game with a 60kwH Maverick EV sold in volume. But those margins are just too fat on the "luxury truck" market that has come to dom
by ramesh31 3y ago
Ford could totally change the game with a 60kwH Maverick EV sold in volume. But those margins are just too fat on the "luxury truck" market that has come to dominate US automaker strategies. I don't see anything even on the horizon from the Japanese (or GM for that matter) that could touch them in that market.
- GenerWork 3y agoFord's having a hard time producing the Maverick in general, no way are they going to go to a pure EV Maverick when the existing hybrid is hard to come by.
- ramesh31 3y ago>Ford's having a hard time producing the Maverick in general, no way are they going to go to a pure EV Maverick when the existing hybrid is hard to come by. Yeah I guess my point being, if they hadn't misallocated far too many resources to the Lightning (based on how many are sitting on dealer lots now), and instead had hedged their bets between Lightning and a Maverick EV (both in lower volumes), they'd be in a far better place right now. But Bill Ford was all in on the Lightning as a flagship branding push alongside Mach-E during the peak of initial EV hype, so here we are. No doubt the only reason they offered hybrid for Maverick instead of pure EV was to not cannibalize F-150/Mustang battery supply. Everyone and their uncle wants to buy a $30/40k EV pickup truck right now, and Ford could easily sell one profitably. Hopefully it catches on. Of all the legacy manufacturers, they're in the best possible position to undercut Rivian/Tesla on one of the largest market segments in the US.
- ChainOfFools 3y agoi've heard from a few acquaintances who have sold at Ford dealerships refer to their fircely brand-loyal truck customers as "grapes," and greatly prefer them to car buyers for that reason.