Does Ford Not Want New Mach E Buyers?

[Vulnox]

I have to laugh sometimes. People complain about a feature, then complain when it is excluded.

Ford deleted features in 2022 and 2023. They got feedback via sales, customer comments, etc. They adjusted.

This forum is loaded with threads about how Park Assist is awful.

Ford also deleted tilting headrests from F-150s and other vehicles in 2022 and forward. On our Lightning, we put my wife's headrest in backwards because the forward tilt is uncomfortable for her. For us, that is a big issue, but apparently Ford thinks it has no impact on sales.

My 2023 Lariat PowerBoost has tilting headrests, just went out and double checked.

I think that is a Lightning issue, and a big part of why I cancelled my reservation. The Lariat has always been the best trim level for me, I get access to everything the higher trim levels do except multicontour seats, and it looks good.

But Ford decided for the Lightning that to get B&O Unleashed, have to get the Platinum, same for power running boards and something else I am blanking on that is included on an ICE Lariat but not the Lightning Lariat (have to go Platinum once again).

It worries me because I am afraid this might be what Ford has planned for future ICE F-150s and other Ford vehicles in general, pushing more items further up market with no option to add them elsewhere. On my F-150 PB, the B&O the Lightning Lariat has is standard, but on the 502a you at least have the option to add Unleashed, no such luck with the Lightning Lariat. Just stupid.

I bet the Platinum Lightning has the adjustable headrests, they are likely there if you are willing to pay another $10+k for them. Or maybe not, but they definitely still exist on the F-150 as a whole, for now.

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[Mach1E]

My 2023 Lariat PowerBoost has tilting headrests, just went out and double checked.

I think that is a Lightning issue, and a big part of why I cancelled my reservation. The Lariat has always been the best trim level for me, I get access to everything the higher trim levels do except multicontour seats, and it looks good.

But Ford decided for the Lightning that to get B&O Unleashed, have to get the Platinum, same for power running boards and something else I am blanking on that is included on an ICE Lariat but not the Lightning Lariat (have to go Platinum once again).

It worries me because I am afraid this might be what Ford has planned for future ICE F-150s and other Ford vehicles in general, pushing more items further up market with no option to add them elsewhere. On my F-150 PB, the B&O the Lightning Lariat has is standard, but on the 502a you at least have the option to add Unleashed, no such luck with the Lightning Lariat. Just stupid.

I bet the Platinum Lightning has the adjustable headrests, they are likely there if you are willing to pay another $10+k for them. Or maybe not, but they definitely still exist on the F-150 as a whole, for now.

This strategy is nothing new. Manufacturers figure out the most wanted features and bundle them up in the top models.

Honda for years- you couldn’t get cooled seats except in the most expensive trim.

 

[Vulnox]

You’re missing an important price detail on Bluecruise- you aren’t comparing apples to apples. It’s not “$600” vs “$800/yr.”

In 2021 you paid $1900 for the hardware and a 3 year subscription was $600 ($2500 total).

In 2023 people pay $0 for the hardware and a 3 year subscription is $2100.

It’s actually cheaper now (for the first 3 years).

Now job 1 2021 people got BC for free (but late) and can renew at $600z

Job 2 people paid $600 (plus $1900) but have to renew at $2100 for the next 3 years.

It’s actually us 2021 job 2 people who pay the MOST for BC!

In the end, the price increase over the last 2 years is right in line with inflation. But yes, the recent $15,000 price drop on the model Y makes it a relative bargain temporarily.

Yeah but what did you pay for the car? Our Job 2 2022 is waaaaayyyy less than a current Mach-e would be, and it included 3 years of BC. Our out the door price on our Premium ER AWD was $55k, even with the up charge for Cyber Orange and Interior Protection, then we got the $7500 tax rebate.

Looks like to get our car now (with Star White in place of Cyber Orange to keep option price equal), it would cost $62k before $3750 rebate.

I don't know what BC cost me since it wasn't a line item when we ordered, just part of the MSRP, but no way would I take that deal over ours.

 

[AtomicInternet]

Yep, "price gouging" was right after the pandemic when $10k dealer markups were the norm. It's simply supply and demand. People willingly paid it remember.

This is just Ford trying to stop the hemorrhaging. They are not making money with EVs, the accountants get a say at some point. As a software engineer, I can say making software isn't cheap so charging more for a software intensive feature makes sense.

At least until AI makes everyone obsolete, but then you'll be getting universal basic income and can't complain.

 

[mpshizzle]

You’re missing an important price detail on Bluecruise- you aren’t comparing apples to apples. It’s not “$600” vs “$800/yr.”

Mind you I said:

Mine got BC via OTA last summer and I still have it for free. At the end of the year I'll be able to buy 3 years at a cost of $600 total ($200/year)

That's a total of $600 for three years. Not $600/year.

Source

I paid 0 extra for the blue cruise hardware, as "Co - pilot 360 prep package" (the blue cruise name had not yet been announced) was included for free as part of the premium trim level. Same as it is now.

So $600 for three years is indeed very apples to apples with $2400 for three years

 

[KevinS]

Competitor price cuts and tax credit regulation changes affect how the MME looks as a value and are two things that Ford has absolutely no control over.

Right now the MME and its current production cost to Ford has them over a barrel. They say they're not making money on them.

I expect a major re-think for the next generation. For Ford's sake, I hope it has more focus on the basics and less gadgetry.

I don't think my next vehicle will be a Ford without them making some massive improvements in the overall ownership experience.

 

[mpshizzle]

This strategy is nothing new. Manufacturers figure out the most wanted features and bundle them up in the top models.

Honda for years- you couldn’t get cooled seats except in the most expensive trim.

That's the thing though. It's not that they reserved these features for one certain top models. They just removed them outright

 

[mpshizzle]

Competitor price cuts and tax credit regulation changes affect how the MME looks as a value and are two things that Ford has absolutely no control over.

Right now the MME and its current production cost to Ford has them over a barrel. They say they're not making money on them.

I expect a major re-think for the next generation. For Ford's sake, I hope it has more focus on the basics and less gadgetry.

I don't think my next vehicle will be a Ford without them making some massive improvements in the overall ownership experience.

Over the two years I've had my car the software experience (both the app and the car) have improved MASSIVELY. But they still have a long way to go to catch up with other EVs software

 

[OcSteve39]

Ford also ramped up production a lot in the past 6 months. When I ordered my car, it was 9 months until it arrived at my dealership. Now people can potentially buy them off the lots, and actually test drive them before deciding what car they want. They also can hopefully get them at or below MSRP, instead of facing ridiculously high dealer mark-ups. I think the market is just leveling out, and with inflation, and interest rates going up, it's going to be bumpy, but the cars are still selling.

I bought my car last month, and still think it was the better car for me over the Model Y.

We picked up our GT Performance August 5th.

 

[flapjake314]

For the record, I am happy to trade my 2021 Select with the Technology/Comfort package for a 2023 vehicle.

i'm with ya, i'll take this trade any day feel free to DM me lol. have parking, have BC $600 offer, have kick gate, no HVJB issues

 

[4sallypat]

......
Ford also deleted tilting headrests from F-150s and other vehicles in 2022 and forward. On our Lightning, we put my wife's headrest in backwards because the forward tilt is uncomfortable for her. For us, that is a big issue, but apparently Ford thinks it has no impact on sales.

I remember my '22 Lightning had no tilt adjustment but my '23 MME has it which I love.

 

[mpshizzle]

i'm with ya, i'll take this trade any day feel free to DM me lol. have parking, have BC $600 offer, have kick gate, no HVJB issues

Like you I feel very lucky to have gotten the car when I did and to have avoided most of the big issues (getting my charge port replaced this week though)

 

[4sallypat]

For the record, I am happy to trade my 2021 Select with the Technology/Comfort package for a 2023 vehicle.

When I ordered my '22 Select with Comfort - Technology package w/ white option that was what I originally wanted.

Waited 14 months, and got a '23 Premium to make up for the discontinuation of the C-T features and could not order the white out package.

Still happy with the light gray interior that actually looks white, keeps cool, and the interior feels more open and cheerful..

 

[Mach1E]

Mind you I said:





That's a total of $600 for three years. Not $600/year.

Source

I paid 0 extra for the blue cruise hardware, as "Co - pilot 360 prep package" (the blue cruise name had not yet been announced) was included for free as part of the premium trim level. Same as it is now.

So $600 for three years is indeed very apples to apples with $2400 for three years

It wasn’t for free, it was $1900.

Yes it was included in the Premium package, but you paid for it.

On my GT (on the window sticker), it was a $1900 line item.

Now that hardware actually is free (even on the Select models), but the BC software is more expensive (but $2100
Total is still less than the $2500 I paid for the option in 2021).

Doesn’t matter which way you compare it, Bluecruise (and the accompanying 360 cameras etc) is a cheaper option today than it was in 2021.

Your other points about MSRP are legit though. The price did go up, but again, right in line with inflation and without the crazy ADMs we saw a year or two ago.

If you want a “deal” on the Mach E today, buy a Select, get the free 360 camera and don’t pay for Bluecruise.

 

[goodguy]

Ford has a long history of “decontenting” subsequent model years of vehicles. It’s very annoying. I really like the hands-free liftgate, and I’ve actually used parking assist a few times. I’d use it more often, but it doesn’t always identify parking spaces, and it’s a bit slow.

I’d use it more often, IF IT WORKED! HA.

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