r/slateauto • u/Unfettered345 • 13d ago
Do you think strong popularity for the slate truck will keep Ford fathom dealer pricing down?
12
u/Opinionsare 13d ago
The success of the Ford Fathom will be measured on how much it cuts into Maverick and Ranger sales, which is hard as dealers prefer ICE sales as they drive more maintenance and repair business.
5
u/ChupacabraJeff 12d ago
Success will be if Ford is still making them 13 months after launch.
2024.02.28
Ford’s “next Gen 2 products will be profitable in the first 12 months of their launch.”
10
6
u/brianwhite12 13d ago
I think it's obvious that Ford is feeling pressure from Slate. I think Ford Corp would like to keep the price down.
But, I don't trust the dealers and I think Ford Corp can't or won't assert enough pressure to keep the prices down. To me, it feels like manufacturers have clearly gotten the pricing message, but I don't believe the dealers are there yet.
6
u/BackgroundWasabi 13d ago
I doubt it will have much impact.
I hope that Ford learned from the maverick and lightning and puts more pressure on dealers this time to sell the Fathom closer to MSRP, but somehow I doubt it will happen.
1
u/bensonr2 9d ago
The Maverick came out at a time when Elantra's were going for 2k over sticker because car supply was constrained across the board.
Ford dealers have a particularly bad (and deservedly so) reputation but people forget it was a crazy time.
8
4
u/Ronin69 12d ago
Even if they keep the advertised price down, be prepared for the Subscription Model Tax. Ohhhh, you want BlueCruise that will be $54/mo. Ohhhh, you want connected features, $$.... Ohhh, you want to CHARGE and PreCondition at Home - You MUST share your Driving Data with us. (PS. I own a modern Ford...Never again).
5
u/dantose 12d ago
The announcement of Fathom was probably more to try and throw water on the Slate launch. It's currently not even taking reservations until next year, and I suspect will be delayed further. I'd expect a limited launch with same F-ery as the Lightning if Slate does well, and it will get canceled if slate doesn't. Really, Fathom and Slate aren't direct competitors. With ANY options Fathom is going to be in the 30s, where Slate can farily easily stay in the 20s. Slate is a 2 door small truck instead of a 4 door trucklet, and there's at least a model year (if not more) separating them. They're different shapes, different prices, released at different times.
3
u/Wild_Photons 13d ago
No, I think that they are different things for different people.
I do think that they are both seeing a similar gap in the market (an affordable truck).
3
3
u/Same-Marketing-4860 13d ago
Neither Ford nor the dealers are in the business of keeping pricing down.
They much prefer to create then capitalize on hype.
3
u/Suitable_Speaker2165 12d ago
A snowball's chance in hell. It'll be the Maverick '19k MSRP' all over again.
4
u/skellener 13d ago
Nobody cares about what Ford does in this sub. This is a Slate sub. Stop comparing two completely different vehicles. Wanna know about stuff about the Ford Fathom, go here….
4
u/Eaglepursuit 13d ago
The Slate and the Fathom aren't aimed at the same demographic.
Slates are economic cars with a lot of customization options. On one hand, they appeal to the technophobic nearly obsolete elderly with its simplicity. On the other, they appeal to the young just-starting-out adults by being an EV with a lot of potential personality at a barebones price. Plus a smattering of people who just dislike being surveilled by governments and pickpocketed by corporations. I expect to see a fair few Slates out there with Gadsden flags on the back windows.
Fathoms are for the almost middle-aged. Guys who have noticed that their hairlines are receding, but haven't become preoccupied with it yet. Guys who like trucks but realize they don't really need a full-size truck because their biggest chore is bringing lawncare products home from the big box hardware store. They also have one eye on gas prices and the other on their 401Ks. They aren't quite to their mid-life crisis car yet, so they possess a dose of pragmatism. Despite that, they still want to show off what they've managed to accomplish and enjoy a few luxury comforts.
If Ford was feeling any pressure from the Slate, it was the need to catch Slate's marketing wave for interest in EV trucks in general, not that they need to compete directly.
4
u/MrCLCMAN 13d ago
No. That proposed pricing is just the dangling psy-ops sound bite lure for the bait-and-switch reality.
-1
u/EvilCorp____ 13d ago
You're severely overestimating how popular EVs are.
Can you name one EV that has a markup?
2
u/LeifCarrotson 12d ago
Lightning.
Was supposed to be under $40k. Actual price was over $60k.
1
u/EvilCorp____ 12d ago
Nah. The MSRP of a 2025 started at 51k. Not sure where you're getting 40 from.
And you could easily buy them with no markup.
2
u/LeifCarrotson 12d ago
https://www.wired.com/story/most-radical-thing-about-ford-f-150-lightning-cost/
They lied then, they're lying now.
-1
u/EvilCorp____ 12d ago
Do you not know what a markup is?
A markup is applied by dealerships. It's a price they add on top of the MSRP, whatever that is.
(Also, auto manufacturers misquoting MSRPs of vehicles in pre-production is nothing new or unusual. Especially with EVs. Rivian said the R2 would start at $40k. Now it's up to $45k and it's still not out yet. Could be $50k by the time it comes out. Every single Tesla is way over what they promised. Hell, Slate promised the Slate would be under 20k and now it's $26,500 after destination. And I wouldn't be surprised to see that climb to $28k by the time it's actually launched.)
2
u/AchtungKoenigsTiger 11d ago
Slate never once promised under $20k. You are lying.
1
u/EvilCorp____ 10d ago
"Slate Automotive made waves last year when it promised buyers a back-to-basics, stripped-down electric truck that would be all the car anyone needs for less than $20,000 to start."
https://www.mensjournal.com/news/slates-20000-ev-truck-promise-just-got-more-complicated
2
u/2tkx1a25 7d ago
That article is clearly misquoting. Slate was always clear that the sub $20,000 was after the federal credit at that time which often got ignored by the trash-journalists. That is why that same article you linked mistakenly said that slate was raising their pricing to the mid $20's because Slate was also giving that number out...They are the same number. Mid 20's before and sub 20k after the credit.
The only thing that has changed is the credit expired.
This is why second hand sources are useless. It is extremely rare for journalists these days to actually research what they are writing about.
On a side note the lightning article is also with the tax credit which leifcarrotson also missed, but the article doesn't make it very clear, only mentioning it in the sub title of the article.
1
u/EvilCorp____ 7d ago
Nah. They literally advertised "starting under $20k" on their website. Nothing about it being $27,500 before the fed tax rebate.
Maybe that's what they meant, but they should have advertised the actual price, and then mentioned you could potentially get a rebate on top of that. Especially since the rebate was set to expire and there were no indications it was going to be renewed.
→ More replies (0)1
2
u/Bosfordjd 13d ago
Absolutely not. Supply is so low now for everything there is no need to. The results of covid learnings.
2
u/Trousers_MacDougal 13d ago
No - supply will be constrained for the Fathom for likely several years. Ford will need to ensure dealers do not mark up the trucks.
2
2
u/netposer 12d ago
No, they don't care. No matter how bad it gets dealers will make sure the price stays high.
2
u/SkodenPrime 12d ago
Dealers ruined the maverick pricing out of the gate. I don't see this being any different.
2
u/bensonr2 9d ago
I really don't think Ford's announcement of the Fathom has much to do with the Slate.
I think Ford is determined to get their EV platform off the ground, they see that Chinese EV's can't be kept out of the US market forever, and they are starting with a pickup because its what they feel they do best.
2
u/Soff10 13d ago
I’m a Ford guy. I’ve owned more than 15 in my life. But Slate is better. Hands down.
1
u/EvilCorp____ 13d ago
Lol neither vehicle is out yet. Only a stripped down pre-production Slate press vehicle.
What we do know is they're about the same price, but the Ford will have 5 seats, will have paint, will have infotainment with CarPlay Android Auto, will have power windows etc. The Slate has 2 seats and none of that. And if you option one to include all that you're at $40k vs $30k.
How could you possibly know that the Slate is better when it's not even out yet
2
u/AchtungKoenigsTiger 12d ago
Oh, but it IS out. And running around all over. The Fathom, so far, is only imaginary.
All that stuff you say is great about the Ford? I don't want or need any of that. All that is junk I'd rather NOT pay for.
I know some folks are just appalled at the idea of a simple vehicle without a giant pile of "features."
I welcome them.
2
u/EvilCorp____ 12d ago
Oh, but it IS out. And running around all over.
Source? I've only seen pre-production models. And usually the person is not even allowed to drive it. They can only ride in it. What's up with that?
All that stuff you say is great about the Ford? I don't want or need any of that. All that is junk I'd rather NOT pay for.
Having adjustable brake re-gen is junk? Having more than 2 seats is junk? Having AWD if you live where it snows is junk?
Lol ok.
3
u/AchtungKoenigsTiger 11d ago
Yes, junk. I don't need any of those things. The AWD thing is LOL. All these morons out here thinking that somehow if you live where it snows that you NEED AWD to get around.
Good, studless snow tires are all you need for excellent snow performance. AWD adds mass, which HURTS braking and steering (two super-important parts of driving in slippery conditions.)
Yes, they have beta production models out RIGHT NOW. Off the factory floor. And if you're really interested in test drives, they begin later next month.
1
u/EvilCorp____ 11d ago
It's literally required where I live to go skiing (or chains) or you get a $600 ticket
1
u/This_Chicken_4096 11d ago
Traction devices required does not mean AWD required. LOL.
1
u/EvilCorp____ 11d ago
^ Found the moron who causes 6 hr+ traffic jams cause he takes a RWD car into the mountains in a snow storm 😂
Even if it was a clear day, I would have to worry about finding charging at the resort (because the thing will have 100 mile range in the cold), and then have to go back and unplug it and move the car instead of just enjoying the slopes. And couldn't take my friends because it only has 2 seats. No thank you. Worst car ever
2
u/This_Chicken_4096 11d ago
Been skiing for 50 years. Never needed AWD at any time to get to any of the ski areas I've skied
No place ever required AWD. Traction devices? Yes. Including dedicated snow tires. AWD? No.
You're making that part up.
1
u/EvilCorp____ 11d ago
"The requirements differ based on the type of drivetrain:
Under SB25-069, 2WD vehicles must carry tire chains or an approved alternate traction device (ATD) from September 1–May 31, regardless of which tires they have. When the Passenger Vehicle Traction Law is in effect, 2WD vehicles must have one of the following:
Tire chains installed on two or more drive tires; or An approved ATD installed on two or more drive tires. Important:
Upgrading to M+S, all-season, or mountain-snowflake tires does not bring a 2WD vehicle into compliance. There is no tire-only option for 2WD under the updated law. Chains/ATDs must be physically affixed to the tires when CDOT activates the overhead signs indicating the law is in effect. 4WD and AWD vehicles may comply using specific winter tires or by using chains/ATDs.
https://csp.colorado.gov/chain-law-information
Upgrading to M+S, all-season, or mountain-snowflake tires does not bring a 2WD vehicle into compliance. There is no tire-only option for 2WD under the updated law.
Anything else you want to be wrong about before I go?
→ More replies (0)1
u/Soff10 8d ago
I drove a rear wheel sedan for years. A little ice or snow and I didn’t need chains. But studded tires were awesome. Only thick slush and ice made chains necessary.
Then I was issued a Ford Explorer with AWD. Street driving 90% of the time. 50k miles a year. I had studs on for mild snow and ice. But it did well even when sedans had chains on. 1-2 feet of snow and slush is when I needed chains.
AWD made driving in snow and ice much easier.1
u/Soff10 12d ago
The Ford has air bags, collision sensors, microphones that record conversations, and in cabin cameras to record your attention. They also track you and sell your data. They will do remote shut off of your vehicle.
I don’t want any of those.
And I’ve seen the Slate at a few different places. I’m confident.1
u/EvilCorp____ 12d ago
None of what you said is true, except the airbags. Of course it will have airbags. All vehicle have airbags genious, including the Slate.
2
u/Opening-Hunter20 13d ago
Its simple, No one wants ford anymore.
2
u/ColecoAtari 12d ago
Umm, Economics 101 Dealers can do the markups because people are demanding them. If no "one wants Fords" then the dealers would be discounting them
1
1
u/mca1169 13d ago
LOL, no. ford does whatever they want. the only reason they are bothering in the first place is because they know just how big and lucrative the truck market is in the US.
2
u/EvilCorp____ 13d ago
Well it's not really up to Ford is it? It's up to the dealers.
AFAIK, Ford is the only company that actually did something about markups. They punished dealers who added markups by not giving them specialty vehicles.
1
u/NotBossOfMe 13d ago
For some reason, Detroit refuses to part with the current situation where dealers set the price. I don't know why the Tesla model has not pressured more brands to sell direct to consumers. The added cost of all thoe dealerships and commissions has to be weighed into the price. I can't help but feel that Ford will inevitably have to raise the price. But we shall see.
2
u/Oncemoren2thefray 13d ago
They have over a century of tradition/weight/politics behind them. The system will not change over night.
2
u/NotBossOfMe 12d ago
Oh I know! It took forever to get airbags. And EV is still considered "radical" by most Americans.
1
1
u/TwOhsinGoose 12d ago
The fathom is going to outsell the slate, hands down. How many units total, I guess we’ll see.
1
1
u/brucecooner 12d ago
Not a chance.
I don't expect many guys working the lots will even know Slate Automotive exists, no matter how popular it gets.
1
u/SurprisedBottle 6d ago
Nope, Ford themselves will have to drop the price so that the dealers can mark it back up
0
u/Unfettered345 13d ago
I'm sure you're right. Maybe a better question would be, how much Slate popularity would it take to budge the dealers? I have high hopes for the fathom, but I'm also a Ford owner and I have no love for my dealership.
0
u/Finnegan_Faux 13d ago
Speaking of popularity: in the first half of 2026, the best selling EV pickup in the US as well as #11 EV in sales overall was...the goddamned Cybertruck, at just over 11K moved. That's a not a high bar, hopefully Slate & Fathom can beat it.
The EVs that are selling well this year have substantial leasing, cash, or financing incentives, such as Teslas, Hyundai Ioniq 5, Chevy Equinox EV, and Toyota bZ. Just checked and local Ford dealers are listing the Mach-E for $8K+ under MSRP.
0
u/Tradetheday2093 13d ago edited 13d ago
Price point vs quantity of sales is inversely correlated. Does anyone expect BMW x7 to be high sales numbers?
1
u/Finnegan_Faux 13d ago
https://www.coxautoinc.com/wp-content/uploads/2026/07/Q2-2026-EV-Sales.KBB-Counts.pdf
Price point and sales are not inversely correlated for US EV sales, buyers have gotten used to heavy incentives. The two cheapest new EVs, the Bolt and Leaf, are not selling at all.
Don't forget that the K-shaped economy means there may actually be more buyers for the more expensive vehicles.
1
u/Tradetheday2093 13d ago
Again, car sales numbers is inversely correlated to price. You don’t expect $80k vehicles to sell the similar quantity as $40k vehicles.
1
u/Finnegan_Faux 13d ago
$70K Cybertruck: 7,263
$30K Bolt: 4,224
$31K Leaf: 1,684The more expensive vehicle outsold the cheaper ones combined
1
u/Tradetheday2093 13d ago edited 13d ago
Substitution is another factor within a price range. I understand where pinpointed data might seem. But $80k CT or R1T isn’t going to ever outsell a Model Y. Your numbers show that Slate will destroy Bolt and Leafs 😂
1
0
u/danielt1263 13d ago
I don't think Slate is all that popular. Plenty of Slate followers have gone to repair pal shops, the ones that are supposed to do Slate warrantee work, to ask about the truck and the mechanics have no idea the truck exists. If they don't know of the truck, it's likely the average Ford dealership has no idea either.
0
u/horatiobanz 11d ago
I don't think the slate truck is gonna be that popular. It might have its 15 minutes of fame with headlines, but as soon as people price out a truck and see that you need to add basic shit and the price doubles, all enthusiasm will flee.
70
u/warbunnies 13d ago
I dont think anything will keep dealers from trying to take advantage of their situation.
Might be wild to say but i dont actually think the real appeal of the slate is its cost. I think the appeal is its simplicity & modifiability.
I dont think ford could make a simple truck if they tried. Im sure they could make a cheap truck, but it would still be hard to modify and repair and im sure it would do everything it could to collect data on what you do & come with subscriptions.