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My dealer of choice doesn't do markups. They make way more money in the garage to bother with those shenanigans.

It will take a while before the Fathom recoups the investment costs. I highly doubt Ford sells the truck at a loss. Keep in mind that Ford isn't buying tires at retail price either. I wish the picture was a little higher resolution. The camo appears to contain a barcode. I'm sure it just takes...

It's the same one that's been there a while. I got the email confirmation on August 10.

Not overly surprised. It'll be interesting to see if they port it back to existing models with the Google Digital Experience or not.

Yeah, I think it just lets your local dealership call you so you can place the reservation when the system opens. Your order is still likely to be limited by dealership allocations. The pre-order allocations will likely be based on a combination of Mach-E and Maverick sales.

Coincidence? I think NOT!!!! Sometimes, people just like to be silly on purpose. That said, there's got to be a reason for Ford adding the frame of an unrelated image, even if it is just trolling on their part.

Driver behavior plays a role. Almost every Tesla driver death I've heard of is due to something that would get you killed in any car brand. Friend of mine has a Tesla with FSD and he loves it. He also keeps his eyes on the road as you are supposed to. Top deadly models 2021-2024 Model Type...

Hot take: Ford needs to make a deal with Tesla to license their self-driving tech. Maybe do a licensing agreement: Ford gets self-driving, and Tesla gets the butt-shaker.

We shall see. Our Expedition gets OTA updates but went several months without any. Now, we end up with several updates over a few weeks. Though we are still waiting on BlueCruise 1.5. In fact, it seems that getting any BlueCruise feature update via OTA is the exception rather than the rule. So...

Given how thin the seat looks in the video, I'm wondering if it is simply hinting at sitting closer to the floor, which would feel like a leg rest.

The barcode site appears to have been merged with the regular Fathom site. However, there is a new video I have not seen yet. The hidden frame of the image is either a hint at leg rests for the seat, a hint at the interior color, an excuse for the video editor to include a picture of their...

I tried....

I honestly believe the foam in the back is hiding an aero wing. Guess we will see eventually, assuming @rileyfromford doesn't want to give us a hint.

Aw, I was looking forward to a stubbed nose Fathom....

I used to get sucked up in the brand debates, but I grew up. I don't understand the need to hitch our wagons to a specific brand. Unless you literally work for Ford, you make no money carrying their water. As I tell my scouts, the best tool for the job is the best tool available. For now, my...

To be fair, that comment would apply even if Ford got it out early. It is a "heck of a job" to stand up a brand new production process.

Cool, a blog post that says something might happen. I'm glad we found it. Seriously, as a project manager myself, when I talk to the client, we are always cagey about deadlines until we have a detailed schedule. Am I certain we can hit January 1? Sure. Am I still going to tell you April 1? Yes...

Some of those sensors are likely mandated for safety. So, it is cheaper for Ford to just put Bluecruise in everything than to cherry pick. The whole idea of this is volume to drive price down. That's easier if everything is built the same. Make everything a "Lariat" trim and simply offer a...

I also think Ford is pulling features down from higher trims to make it more appealing. For example, BlueCruise costs them next to nothing to add but is a major feature that makes the $28K price tag even more valuable. Say what you will, but digital features don't weigh anything. Now, to see...