A Back Door Slate Compliment

[danielt1263]

He's not a big fan of the Slate, but when comparing it to the Ford Fathom, he sees real advantages to the Slate. It has a solid target customer and a clear value proposition over the competition. While the Fathom, especially given that it will be sitting right next to Mavericks on dealer lots, doesn't have an obvious demographic.

 

[AeroWolf]

Just watched the video, and you beat me to posting it. I am in agreement with most of his thinking. Especially, with Ford advertising reduced MSRP pricing on the Maverick.

It makes me think the Fathom is just a me-too vehicle. I am curious if would have ever been offered without Slate. And, without Slate, an EV Escape would have been what they would have put out against the budget EV small SUV segment.

 

[fxrdr31]

Just watched the video, and you beat me to posting it. I am in agreement with most of his thinking. Especially, with Ford advertising reduced MSRP pricing on the Maverick.

It makes me think the Fathom is just a me-too vehicle. I am curious if would have ever been offered without Slate. And, without Slate, an EV Escape would have been what they would have put out against the budget EV small SUV segment.

The Fathom is honestly a horrible truck given the other offerings from Ford. The only void it really fills is if you want a small truck that is all electric but the Ranger and Maverick fill 99% percent of the void for small truck owners that are looking at Ford. Id like the Fathom to succeed for personal reasons lol but I don't see it selling any better than the lightning let alone the Mach e

 

[KevinRS]

The Fathom is honestly a horrible truck given the other offerings from Ford. The only void it really fills is if you want a small truck that is all electric but the Ranger and Maverick fill 99% percent of the void for small truck owners that are looking at Ford. Id like the Fathom to succeed for personal reasons lol but I don't see it selling any better than the lightning let alone the Mach e

I think the idea is it is their new platform, that base will eventually replace the ranger and maverick, as well as be the base of their new SUV models to come.

 

[fxrdr31]

Definitely a possibility. I know the Bronco and Ranger are made at the same plant on the same lines so it would be interesting to see if they increase Bronco production or just eliminated the ranger

 

[E90400K]

The Fathom is not going to replace the Ranger.

 

[danielt1263]

It makes me think the Fathom is just a me-too vehicle. I am curious if would have ever been offered without Slate. And, without Slate, an EV Escape would have been what they would have put out against the budget EV small SUV segment.

I think Ford's big concern is China, not Slate. I think the Fathom looks like it does because Ford knew they had to come up with a quality, economy EV, and given how well the Maverick has been selling, they went with the same form factor to (a) capitalize on its success, and (b) distinguish themselves from anything China is producing.

My big surprise is that they have the manufacturing plant in the USA, because I really don't think Fathom will be a big seller here.

 

[KJRaven]

I think Ford's big concern is China, not Slate. I think the Fathom looks like it does because Ford knew they had to come up with a quality, economy EV, and given how well the Maverick has been selling, they went with the same form factor to (a) capitalize on its success, and (b) distinguish themselves from anything China is producing.

My big surprise is that they have the manufacturing plant in the USA, because I really don't think Fathom will be a big seller here.

I think you are spot on with China being the focus. the Ford CEO has had a thing with China vehicles recently, and the fathom is Ford's answer. Slate won't have the volume that can scare ford any time soon sadly.

 

[Kopsis]

Slate won't have the volume that can scare ford any time soon sadly.

This is spot on. Ford is only paying attention to Slate to the extent that they can use the somewhat polarized opinions to generate publicity.

Maybe if Slate proves successful in fleet sales Ford will see it as an actual threat.

 

[Johnologue]

I think you are spot on with China being the focus. the Ford CEO has had a thing with China vehicles recently, and the fathom is Ford's answer. Slate won't have the volume that can scare ford any time soon sadly.

Jim Farley talks about Chinese vehicles like Sam Altman talks about AI, alternating between worship and doomsday prophecy...the Fathom was definitely meant to compete with the likes of BYD. They're catching up to China's value-for-features, software-defined game. Slate is doing something else entirely.

For volume, Slate's plan is 150K a year. That's what Ford was planning for the F-150 Lightning in 2023...before selling around 30K in 2024 and 2025.
https://www.cnbc.com/2023/08/01/ford-restarts-f-150-lightning-production-amid-heightened-demand.html
https://en.wikipedia.org/wiki/Ford_F-150_Lightning#Sales

The Lightning ended production due to unprofitability (selling 1/5th of production capacity will do that), so forget meeting the target of 150K - if Slate sells enough to stay in business, they might not scare Ford, but they'll have embarrassed them, regardless of the Fathom's performance.

 

[EVfun]

According to Car and Driver Ford is working on another small SUV, targeting a 2029 release and a $25k price. I am wondering if competition from China (now available in Canada and Mexico) isn't the main thing on Ford's corporate mind. They have to learn how to build affordable vehicles before they get swamped in Chinese vehicles that could sell for 20k to 30k US dollars. If that is the case the Fathom (and beyond) are learning exercises more than profitable offerings. Gas vs electric wouldn't even be the main point except to try and be ready either way the markets go.

With China rising in the auto world Slate may have picked a good place to slot into the automotive world. In the short run it may also reveal if there really is a market for a compact pickup truck along the lines of the pre-2000 size Tacomas and Rangers. Did fuel economy regs force them out (for a truck that small the required fuel mileage would not be affordably attainable) or did declining demand eliminate the market?

 

[Johnologue]

With China rising in the auto world Slate may have picked a good place to slot into the automotive world. In the short run it may also reveal if there really is a market for a compact pickup truck along the lines of the pre-2000 size Tacomas and Rangers. Did fuel economy regs force them out (for a truck that small the required fuel mileage would not be affordably attainable) or did declining demand eliminate the market?

It's notable that Slate's brand/value should only become more differentiating with the entry of Chinese vehicles on the auto market.

For small trucks, I think you'll get a lot of explanations out of a forum like this, mostly including some mention of CAFE regulations, Chicken Tax, and "automakers like selling bigger and more expensive cars".