Invited After Transferring to ZEV State Dealer

[Nick Gerteis]

You never answered my question "what dealer pressure"?

Coming up with a final methodology for how you're going to allocate reservations, when you have no real idea or quantum of what the demand is going to be for the truck, and perhaps not even a solid grasp on what the first year production will look like, is non-sensical. See what you have, and then figure out the best way to manage it.

As for backfiring, sorry, I don't see it. Maybe they PO a couple of people on forums who actually do the digging to figure out what the behind the scenes process is... but all of the very loyal Ford buyers, who call up their dealers to ask how to get one, are likely to be happy as a clam. Some dealers maybe even went a step above and beyond, and called their best customers who happened to be on the list, and asked how quickly they want the truck.

The ONLY argument I can see is that if you assume an early f150 reservation holder is also an early Rivian reservation holder (which could be a reasonable argument), that bumping these people back (if Rivian doesn't do the same) could result in them getting a Rivian first and saying "no thanks" to the Ford.

Ultimately though, the person who takes the approach of reso's on all these electric vehicles to see which one comes first is probably not going to be all that brand loyal anyways; and it's not really a big loss considering that Ford is likely going to be filling orders over inventory for the next 2-3 years. It's certainly nowhere near as bad a loss if you piss off a guy with a fleet of 15 F150s on the road for his crew, that maybe need to be refreshed in a year or two.

I really don’t see how anyone would have been pissed off just by being told the truth, namely that there’s a line, and that he’s at the end of the line because he showed up late. Not sure we need to let people’s entitlement issues run roughshod over the basic fairness of waiting your turn. Let’s face it, when Ford first announced the Lightning that guy was the first one to say that an electric pickup is crazy and will never work. But I’m so happy he finally admitted his shortsighted mistake and hopped on the EV bandwagon! Welcome to the future! You know what, I think that’s the best way for me to make my peace with the prioritization scheme: let’s just call it charity, helping the slow learners get to know EVs, kinda like “no child left behind” or the parable of the prodigal son. Thank you, I’m good with it now, must be because it’s Sunday!

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[jfried]

I really don’t see how anyone would have been pissed off just by being told the truth, namely that there’s a line, and that he’s at the end of the line because he showed up late. Not sure we need to let people’s entitlement issues run roughshod over the basic fairness of waiting your turn. Let’s face it, when Ford first announced the Lightning that guy was the first one to say that an electric pickup is crazy and will never work. But I’m so happy he finally admitted his shortsighted mistake and hopped on the EV bandwagon! Welcome to the future! You know what, I think that’s the best way for me to make my peace with the prioritization scheme: let’s just call it charity, helping the slow learners get to know EVs, kinda like “no child left behind” or the parable of the prodigal son. Thank you, I’m good with it now, must be because it’s Sunday!

Again, please, answer my question... what pressure?

As for being PO'ed -- when you develop a positive relationship with a business, and that entity shows you absolutely no loyalty, or preferential treatment when you'd like something return -- people get pissed. There's a reason Ford sells millions of cars every year, and that's because they and their dealers, understand the importance of relationships with the customers.

Forcing them to "go online" is how you push people away from your brand, especially the valuable customers who don't do everything online.

Yes, those people are going to be a lot more pissed than if you don't treat their .1% deposit seriously.

Of course, you want there to be a line that everyone has to wait in, because that's what's best for you. That doesn't mean there should be, and it doesn't mean that there is one in the exact fashion you want it. Ford's doing what it thinks is best for the company. I haven't seen a single business-driven reason as to why certain customers shouldn't be prioritized.

 

[BennyTheBeaver]

Tesla at least kept the line straight.

But Tesla can't keep straight lines on their vehicles, their build quality is abysmal.

 

[vandy1981]

Forcing them to "go online" is how you push people away from your brand, especially the valuable customers who don't do everything online.

Ford would be best served by focusing on the types of people who frequent online enthusiast forums or current EV owners for the first deliveries. They'd also be the type of people who would have reserved day one and are comfortable doing everything online. Those types of people are going to have a much better idea of what they're getting into.

Trust me, the dealers are not equipped to explain how a guess-o-meter works or why DC fast charging speeds vary from session to session.

 

[EaglesPDX]

But Tesla can't keep straight lines on their vehicles, their build quality is abysmal.

Which has what to do with Ford failed "reservations"?

My 2019 looks great and has been largely maintenance free in 75,000 miles. A lot of fixes in first year but after that, reliable car.

But Tesla was honest with customers on delivery which Ford has not been, this topic.

 

[jfried]

Which has what to do with Ford failed "reservations"?

My 2019 looks great and has been largely maintenance free in 75,000 miles. A lot of fixes in first year but after that, reliable car.

But Tesla was honest with customers on delivery which Ford has not been, this topic.

Ford has been nothing but honest with respect to delivery. Delivery is scheduled to start this summer.

 

[EaglesPDX]

I haven't seen a single business-driven reason as to why certain customers shouldn't be prioritized.

It is bad business to be unethical and dishonest with customers who were sold a reservation, used them to trumpet the demand for the vehicle for which Ford will now not honor the reservations.

 

[jfried]

It is bad business to be unethical and dishonest with customers who were sold a reservation, used them to trumpet the demand for the vehicle for which Ford will now not honor the reservations.

Ford is absolutely honouring it's reservations -- just not in the manner you like.

Would you prefer a Bronco apporach where they say, 50% of orders for dealers, 50% for the reservation list?

 

[EaglesPDX]

Delivery is scheduled to start this summer.

Not for those who made reservations. First day depositor who is '24 at best per dealer. Doesn't get more dishonest than that. Best one can say is Ford used customers for a PR stunt.

At least it helped move EV's forward as those willing to risk it early on the F150EV generated enough interest that Ford was able to dump them for its "preferred customers" who had no interest in the product previously and were drawn in by the buzz of the reservations. So not a total waste of $100.

 

[jfried]

Ford would be best served by focusing on the types of people who frequent online enthusiast forums or current EV owners for the first deliveries. They'd also be the type of people who would have reserved day one and are comfortable doing everything online. Those types of people are going to have a much better idea of what they're getting into.

Trust me, the dealers are not equipped to explain how a guess-o-meter works or why DC fast charging speeds vary from session to session.

With respect to enthusiast forum members -- I actually completely agree -- they / we should be prioritized alongside loyal customers -- we're the ones who are going to "get" the nuances of switching to an EV, and also have potential to be great advocates for the brand. We are going to be the type that goes through the car with a fine-tooth comb for any possible issues, which is both good (as it can lead to instant improvement to assembly processes) and bad (as we'll share everything in a public forum before ford even has a chance to fix it).

We're also likely to be great promoters of the vehicle and the brand, willing to talk about it with somebody in the grocery store parking lot. There's ~1300 reservations being "tracked" here on f150forums -- that wouldn't really "make a dent" in offending loyal ford customers as long as they could be prioritized too.

That being said, you're also correct, the dealers may not be equipped to deal with the issues that people have in switching to EVs, but they've gotta learn, and gotta prioritize their loyal clientele to maintain those relationships.

 

[jfried]

Not for those who made reservations. First day depositor who is '24 at best per dealer. Doesn't get more dishonest than that. Best one can say is Ford used customers for a PR stunt.

At least it helped move EV's forward as those willing to risk it early on the F150EV generated enough interest that Ford was able to dump them for its "preferred customers" who had no interest in the product previously and were drawn in by the buzz of the reservations. So not a total waste of $100.

For some people who made reservations, they will see them this summer. With 200,000 reservations, I don't think anyone is foolish enough to believe that they're gonna get 200,000 of these trucks out in the first year. You reserved yours and will be amongst the 1st 200,000 to get to order a truck.

I'm not sure what you're referring to as "risk"... I don't see how a $100 fully refundable deposit constitutes risk of any kind.

 

[EaglesPDX]

You reserved yours and will be amongst the 1st 200,000 to get to order a truck.

Glad you admit there are no reservations.

 

[rdr854]

Again, please, answer my question... what pressure?

As for being PO'ed -- when you develop a positive relationship with a business, and that entity shows you absolutely no loyalty, or preferential treatment when you'd like something return -- people get pissed. There's a reason Ford sells millions of cars every year, and that's because they and their dealers, understand the importance of relationships with the customers.

Forcing them to "go online" is how you push people away from your brand, especially the valuable customers who don't do everything online.

Yes, those people are going to be a lot more pissed than if you don't treat their .1% deposit seriously.

Of course, you want there to be a line that everyone has to wait in, because that's what's best for you. That doesn't mean there should be, and it doesn't mean that there is one in the exact fashion you want it. Ford's doing what it thinks is best for the company. I haven't seen a single business-driven reason as to why certain customers shouldn't be prioritized.

We all know that OEMs have private cash offers and affinity offers for certain customers that are not available to all. Ford has, for years, had private offers which surprisingly I have not been given the benefit of despite having purchased 10 Ford vehicles for my family over a 9 year period. Did I feel slighted? No. Was I angry at Ford? No. Was the dealer puzzled? Yes. But, it was what it was and I just rolled with it.

While we may not like the prioritization, it is really no different in concept than the extra cash that Ford offered through its private and/or affinity offers.

 

[jfried]

We all know that OEMs have private cash offers and affinity offers for certain customers that are not available to all. Ford has, for years, had private offers which surprisingly I have not been given the benefit of despite having purchased 10 Ford vehicles for my family over a 9 year period. Did I feel slighted? No. Was I angry at Ford? No. Was the dealer puzzled? Yes. But, it was what it was and I just rolled with it.

While we may not like the prioritization, it is really no different in concept than the extra cash that Ford offered through its private and/or affinity offers.

No system is perfect.... but I'd like to put myself in your shoes for a moment... assuming you've bought all 10 (or most) from the same dealership, and didn't give them a complete price beat-down on every one.

Let's say you reserved a lightning a week or two after the reveal... would you be happy if upon calling your Ford Dealer to try and accelerate your lightning build, they told you there was absolutely nothing you can do?

 

[FordLightningMan]

Which has what to do with Ford failed "reservations"?

My 2019 looks great and has been largely maintenance free in 75,000 miles. A lot of fixes in first year but after that, reliable car.

But Tesla was honest with customers on delivery which Ford has not been, this topic.

You are obviously a Tesla enthusiast and I am glad you have a car and brand you enjoy. However, you are missing the mark on reality here. I put a reservation down for a Cybertruck in November 2019, at which time Tesla said the Cybertruck would be available in late 2021. Now the Cybertruck is pushed back to 2023 and the most affordable version has been cancelled before anyone has had a chance to buy it. How is this honesty? How is this better than Ford's rollout?

In May 2021, a year and a half after I placed my Cybertruck preorder, I put down an order on a F-150 Lightning and a Rivian R1T. Tesla made me realize I wanted an electric truck, so now I decided I'll get the first one available to me since Tesla was obviously lagging behind their original plan.

My Ford dealer recently said I'm #5 in line and should be getting a 2022 Lightning, then I placed a wave 2 XLT order. Since the 4.5' bed in the Rivian was something I never liked, I cancelled my Rivian order. The R1T is more of a lifestyle vehicle than functional (to me), so Ford won me over with a traditional truck. Additionally I had no indication my Rivian would be ready before my Lightning.

I own a Tesla and love it. It doesn't change the fact that my truck reservation with them 18 months prior to my Cybertruck is at least a year behind my Lightning. Based on this fact alone, I'd say Ford is doing pretty damn good.

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