And this is the interesting part, corporations like Ford are betting that more of its buyers will stay and pay higher prices. For the most part, that seems to work, especially with the highly profitable F Series.
Ford Reveals Fresh Round Of Leadership Changes
Both Chuck Gray, vice president, Vehicle Hardware Engineering, and Darren Palmer, vice president EV programs, are now going to retire as well. Palmer most recently played a crucial role in shaping Ford’s EV strategy, and was a founding member of Team Edison, which launched the Ford Mustang Mach-E, Ford F-150 Lightning, and E-Transit.
Whether or not the tech is costly to develop and install, profit comes in part from tying it to a subscription, In Ford's case Blue Cruise. I think Ford has done its homework and priced the vehicle and subscription based on its take rate to make money. From my personal experience, Ford's option & trim level content are more restrictive than other manufacturers. The Blue Cruise-equipped Explorer ST-Line that Ford repurchased from us was almost $2000 more MSRP than the Mazda CX-90 Turbo Preferred we replaced it with, and it has leather vs cloth (ActiveX) upholstery and a sunroof. Other content was comparable; we didn't give up anything.The Blue Cruise would have been an additional $745 for a "lifetime" subscription, had I wanted it.
Ford isn't the only company installing equipment then charging a subscription to make it functional, the CX-90's wifi is subscription based. But I see it as a slippery slope. Remote start? Auto wipers? 360º cameras? What's next?
As far as I know, the main issues Bolt had were very slow charging rate and batteries that occasionally overheated and caught fire, requiring GM to replace. Even then I’m not certain if GM upgraded cooling system or if they detuned capabilities to reduce risks. I would have to research more but since not interested in a used BEV I haven’t taken the time.
Obviously some people don’t like its small size, but after seeing the TFL video you linked, interior space is even less of a concern for me now. I’m probably about half the weight of that reviewer and he had enough room. I’d have to test for comfort but space should not be an issue for vast majority of individuals if mostly looking to get from point A to B.
Video showed there might be enough room under cargo area to add a spare tire. That’s something I’d want to carry with me, and would like to see added as an option.
Given that Bolt sold relatively well in spite of its charging and battery issues, I expect this new version will also do well, at least compared to other BEVs. Being affordable will no doubt help, but also that some people actually prefer compact exterior dimensions.