The other issue that really hurts Ford is the way its vehicles are made and sourced from suppliers. The complexity of build and up to hundreds of supplier based computer chip software based modules  is what’s driving up prices massively to the point that vehicles “on the edge” are just so easy to cut….   And to think that Ford’s Engineering nixed the Rivian because it had a single CPU that did virtually everything  is just so maddening, that is the future of manufacturing and they turned away from it to keep their own designs.

I was rewatching Ford's vid on the skunktruck trying to make out any additional details. I didn't notice much new, but I will say this, I grabbed a screenshot that I believe gives us the best idea of the trucks overall proportions and shape.    It looks a lot better here than in some of the other screenshots I've seen online that frankly look pretty terrible, the ones where it makes the front look really round and bulky with massive overhangs and a super disproportionate cab to bed ratio. This looks a lot better than that does imo even if it's still just the aero lines.    The front is still smooth looking, but has a more traditional boxy shape. I also like the proportions more here, it makes the bed look slightly longer than in some of the other images. The bed might be slightly longer than we think, and the truck might be more attractive than some of the aero stills online have made it out to be. 

Quality of Ford cars wasn't competitive either, which we also knew - and Jimbo acknowledged:   Farley said during a recent appearance on the Rapid Response podcast, "Until our company got serious about cost and quality, we really didn't have the rights to compete."    

That's the big question, and I'm glad that Jimbo is (a) askin' it and (b) recognizing that Ford can't compete with products that phone it in, like the Escape.   Toyota's got the formula for boring but brilliantly engineered unibody blob crossovers down pat. Toyota dealerships in Central Indiana are selling the new 2026 RAV4 practically as soon as they arrive, if they're not already pre-sold:    

But did she love it enough to pay $5k more?  If so she was in the minority.  If Ford can make an exciting replacement that can be built for thousands less they can make that 8% margin target.

Boring=Commodity product that sells on price/incentives   Ford wants to sell products that have a hook to them so they don't need to use incentives as much and have "natural" demand for them because buyers want them not because they are cheaper then everything else.    The Escape was a perfectly fine vehicle, but it had no hook to bring in customers and make those customers "want it" and even spend more money on it via the dealership to get aftermarket items that are pure profit. At least that is how I see it from the cheap seats. 

Probably should have included that. Sounds like Anything smaller than and Expedition or Suburban would probably give you trouble 

Yeah, Escape is so "boring" that my girlfriend is on her 5th one....started in 2002, then 2005, then 2010, then 2017...each one rolling up a trouble free 100+K miles with no issue....she had a Forester between the 2010 and 2017 and it had nothing but issues so she got back into an Escape for 2017....when it came time, she felt she wanted something a little smaller since she had retired and took a CX-30 Mazda out for a test ride, and did not like it. She got a 2024 Escape and is enjoying it.....she looked at a Bronco Sport, but did not like it. It will be several years before she needs a replacement, I hope Ford has a small SUV available that is more Escape-esque or she may just end up elsewhere, I hope not. She never thought her Escape was "boring".

I would love to see more BL themes and special editions, other luxury brands do this

Why compete with Toyota RAV4 if every, vehicle you sell makes little or no profit Maybe put that funding to better use on vehicles that people want to buy and will pay more.