I agree with you on that and I hope it is successful. I would seriously consider one if I didn't need to tow our boat. Other than that, it would do most of the things I need a truck for.

Anyone hear your 2027 is at the dealer yet?

I'm guessing Ford is thinking the Fathom will be like the Maverick to a point that it will steal customers who bought a sedan EV because it was cheaper but want/like a truck instead.   If Ford can sell them for less then 40K and make money on them, they'll have a lot of people interested in buying them, since outside of charging/range, that is the biggest issue-cost.  More people will be willing to spend $30-40K on something then if if its $50-70K and unknown to them.    If it doesn't sell, well you can more or less stick a fork in the EV market here then IMO. 

Well its not like BMW or Mercedes really give a shit about the NA market these days either   Luxury is what people make of it....Lincoln has its unique take on it 

Can anyone please identify this wheel stud (see pics below) for me?  The 2 piece hub and rotor came from an unknown donor car and I am trying to procure 10 of these studs.  I would really appreciate it if anyone has any leads for me.  Thank you! Patrick

I think they're at least breaking even and you need a separate brand for the higher warranty and other perks especially the Black Label models.  It's not just the features but also the styling which justifies the higher ATPs.  And it's also about supporting the dealers.   I think there are enough folks who want a Land Rover/G-Wagen type vehicle but want to buy American to make it work.  Remember it's not just about Ford's bottom line but life support for dedicated dealers.

All it means is they'll offer multiple cabs and configurations (possibly even a transit connect replacement) and lower base prices.  I believe they'll absolutely offer retail versions as well just like F150.

I hope it isn't entirely focused on fleet sales. I would expect that it will be a healthy mix of both retail and fleet similar to the F-150.   I have been wondering what Ford will do to reduce the cost of this "affordable truck". Some CE1 elements seem like a given. I would expect the F-100 to incorporate the zonal electrical architecture which would be a big cost saving. I'm also wondering if some kind of a uni-casting could be used in the front end but don't think that is possible in the rear end given the towing/load requirements that would be expected of an F-100. JP (@jpd80), do you have any guesses on what other things might be done to improve profit margins?

I’d question how profitable a brand is (no matter the ATPs and doubt they are much better than high end Fords) when you’re selling around 100k vehicles annually and you have to supply that brand with very unique vehicles that share little besides powertrain and chassis with a Ford. Not to mention all of the dealer support, marketing, and additional costs brought on by a standalone brand. It would be much more profitable to just introduce a Ford trim level that matches the Lincoln at the very top. People are already spending $100k+ on Ford branded vehicles. Lincoln as a brand has zero respect in the luxury market these days. It’s not that they are bad vehicles it’s just Lincoln is the brand your late uncle drove in his later years and it was probably a Town Car.   I think I read once where Lincoln is actually a net loss brand and is only kept alive because the Ford family wants it to live. Anyhow we’ll see how a Lincoln Bronco does, but I don’t have high hopes. I’m just being realistic about the crowd that buys expensive off road luxury SUVs and how they view Lincoln as a brand.

I'll agree with you that I'm skeptical on sales numbers, but we'll see.....   I also think it's bound to affect Maverick sales as well, since they sit in the same segment......obviously not all Maverick buyers will want an EV, but there has to be some overlap.