Remember boys and girls, the Maverick was a small truck that started at $20,000. It is now $35,000. Base. They can do it, they just don’t want to, and every time this concept comes up the price goes up. Next month they’ll be talking about a “cheap” $40,000 truck.
To be fair I’d probably do the same thing if I saw people were willing to pay. Similar to the little scion FRS cars that were supposed to be cheap but dealers saw so many people wanted them they marked them up like crazy which defeated the whole point to me
The other option is to build and sell a ton of them. It’s profitable even if the margin is smaller. Right now, the problem is the price of the Maverick is starting to run into the Ranger price range. Why make both? What the market told Ford is that an inexpensive vehicle has demand. Jacking up the price will kill that demand.
Remember boys and girls, the Maverick was a small truck that started at $20,000. It is now $35,000. Base. They can do it, they just don’t want to, and every time this concept comes up the price goes up. Next month they’ll be talking about a “cheap” $40,000 truck.
To be fair I’d probably do the same thing if I saw people were willing to pay. Similar to the little scion FRS cars that were supposed to be cheap but dealers saw so many people wanted them they marked them up like crazy which defeated the whole point to me
The other option is to build and sell a ton of them. It’s profitable even if the margin is smaller. Right now, the problem is the price of the Maverick is starting to run into the Ranger price range. Why make both? What the market told Ford is that an inexpensive vehicle has demand. Jacking up the price will kill that demand.