Wall Street Journal: Ford Wants to Sell 100,000 Fathoms in Year One

[PowerShift]

The story is paywalled, but everything you need to know is above the fold. The Wall Street Journal says someone from Ford told them that Ford is aiming to sell 100,000 Fathoms in the first year.

https://www.wsj.com/business/autos/...tious-goal-100-000-sales-in-year-one-ac8f0859

That is an ambitious number to say the least. It's many multiples of the annual US sales of most non-Tesla EVs (and even some Teslas). If they've got that type of capacity we won't have to worry much about dealer markups since there will be plenty on the lots, even if sales are moving at a good clip.

 

[Furai]

If you have Apple News, the WSJ article is available to read here:

https://apple.news/AXq5IIUdjQmez-Pm4B-qtKQ


100K is ambitious especially for an EV, but I think such a high target probably speaks to how confident Ford is about the Fathom and UEV platform.

 

[mark]

Suburban Florida, Texas, Tennessee and Arizona have a lot of retired or semi retired folks who will embrace a utility vehicle that doubles as a portable work station and emergency power supply for their home. I believe the 100,000 mark is reachable in under 18 months, provided the rollout does not have recalls in the first six months. I lost interest in the Maverick after its shaky debut. Quality has not been #1 in US production in quite a while. I stayed with Honda for that reason. Honda and Toyota have been consistently low maintenance vehicles with routine scheduled maintenance. I am taking a chance on ford with this Fathom.

 

[commadorebob]

They are calling this the "Model T" moment. Ford is investing heavily in streamlining EV production to make it as cost-efficient as possible, appealing to a larger market. However, let's be honest, this is still a huge risk for Ford. Either the 100,000 won't be enough, or it'll result in the largest write-off ever and the death of the non-Tesla EV.

Basically, Ford is gambling that this is the moment when EVs gain mass adoption. If they don't, expect the entire industry to abandon EVs. Ford pulled this off with the Model T and the Mustang. Both introduced new vehicle concepts and assembly. If Ford, the best-selling brand in the US, can't get EVs to sell even after doing everything possible to make them competitive, then no one can, and it will remain a Tesla niche.

*******
Random fun fact I found while fact-checking my post: The F-150 can trace its roots directly back to the Model T pickup. In fact, my wife's Expedition has a hidden Model T in the storage bin.

 

[metroshot]

Very doubtful, based on past slow rollout of the Lightning.....

 

[chl]

They streamlined the workstations and parts for the Fathom, so it's possible.
When a vehicle is hot, manufacturers often run 3 shifts a day.

Supplying the parts and batteries would be the possible bottle necks.

https://news.dealershipguy.com/p/fo...p-can-buck-ev-slump-with-100-000-sales-target

 

[WXman]

I remember when they expected to sell 100k or more units of the Lightning annually.

And then they didn't.

Granted, Fathom is half the price. But, it also is half as capable as a pickup. So we'll see...

 

[atomguy245]

100k seems like a stretch. As long as a similarly priced Maverick Hybrid with a 600 mile range exists, buyers are really going to have to consider their options between the 2.

 

[ScooterAsheville]

I think the "car-verse" is way too focused on the Fathom itself. Fathom is just one "top hat" on a platform that will serve up multiple form factors, economically built in one plant.

Just speaking for myself, I'm more into the platform's engineering than I am the specifics of the Fathom. If the Fathom isn't for me, I'm totally cool waiting to see what Ford delivers next on the UEV platform. They've hinted that the other form factors will be following in relatively rapid succession.

 

[lajlmt]

The story is paywalled, but everything you need to know is above the fold. The Wall Street Journal says someone from Ford told them that Ford is aiming to sell 100,000 Fathoms in the first year.

https://www.wsj.com/business/autos/...tious-goal-100-000-sales-in-year-one-ac8f0859

That is an ambitious number to say the least. It's many multiples of the annual US sales of most non-Tesla EVs (and even some Teslas). If they've got that type of capacity we won't have to worry much about dealer markups since there will be plenty on the lots, even if sales are moving at a good clip.

Ford sold 13,258 units of the modern compact pickup truck during its partial first launch year in 2021 so my order was dropped and had to reorder in ‘22 for a ‘23. It was almost two years until I got my Maverick. It took 45 days to get from Hermasillo to Oahu. Then the dealer wanted to jack my special order up $10,000. We hat a nightmare. I love the truck but jeez.

 

[chl]

If Ford is gearing up for 100k sales per year, I think it's doable.

The Lightning delays had a lot to do with the COVID supply chain shut-downs, remember that? Ugh!
Also drove the initial price up to ludicrous levels with dealer 'market adjustments' of up to $10k around here.
So I waited, but still paid about $45k for a Pro with 9.kW PPOB and Tow packages.

Things are radically different now.
Gasoline costs are way up, and does anybody really think they'll come down quickly anytime soon?
I don't.

There was huge demand for an EV PU when Musky made his announcement of the Cybermuck, over 1 million reservations, Lightning as well had strong demand...but then, COVID, delays and price increases killed most of that demand, something over 80% of reservations were cancelled.

With a streamlined assembly line, 100k is possible.

We'll see what the demand is like when the Fathom arrives in person.

 

[mark]

Another point to remember is the first model year 2028 may have 15 to 18 months of actual production available if they start production in mid year 2027.

 

[truckplease]

100k seems like a stretch. As long as a similarly priced Maverick Hybrid with a 600 mile range exists, buyers are really going to have to consider their options between the 2.

Also if the looks of the Fathom don't generate excitement, then people will just go with the more truck-looking Maverick.

 

[Snakebitten]

Choosing between an EV vs a Hybrid based on appearance?

 

[mark]

The story is paywalled, but everything you need to know is above the fold. The Wall Street Journal says someone from Ford told them that Ford is aiming to sell 100,000 Fathoms in the first year.

https://www.wsj.com/business/autos/...tious-goal-100-000-sales-in-year-one-ac8f0859

That is an ambitious number to say the least. It's many multiples of the annual US sales of most non-Tesla EVs (and even some Teslas). If they've got that type of capacity we won't have to worry much about dealer markups since there will be plenty on the lots, even if sales are moving at a good clip.

The feedback i am getting from local dealers is discounts to secure an order, not markups.