Ford Defends Everest Titanium Pricing..

[csv8]

"Ford Australia president and CEO Graeme Whickman has defended the company’s controversial $76,990 (plus on-roads) asking price for the flagship Ford Everest Titanium.

The Australian-developed Everest — an SUV based on the same T6 architecture as the Ranger ute — has been generally well received since it launched a few months ago.

But eyebrows were raised over the pricing of the top-spec variant in the three-car line-up. The $76,990 ask for the Titanium is a long walk up from the $60,990 Trend and $54,990 Ambiente.

The sticker price means the Everest Titanium bisects the Toyota Prado VX ($73,990) and Kakadu ($84,490). Ford considers the Prado to be the Everest’s main rival.

But the Everest Titanium is also massively more expensive than ute-based rivals such as the Toyota Fortuner Crusade ($59,990) and Mitsubishi Pajero Sport Exceed ($52,750).

Whickman this week once again defended the positioning when asked by CarAdvice, stating: “It’s at the top end of our range and there’s a reason”.

“It’s a very well spec’d vehicle. If you’re looking you have the choice of Prado, or maybe the Mitsi… Look at the pricing between Prado, it’s a better price and much better specification.

“Somebody has to make an assessment and make the judgement. At the same time we’re priced slightly below Prado and yet we’re a better vehicle.”

Ford has made much of the areas in which its Everest outstrips the Prado, citing 10 features that it offers not found on the Toyota such as active noise cancellation, auto high beam, parking assist, lane assist, electric tailgate and Emergency Assist.

The seven-seater Everest also has more power/torque, though it’s also 38mm shorter, 25mm narrower and 43mm lower and its cabin feels, to yours truly, to be comprised of cheaper-feeling materials and a bit pokier than the Prado.

Interestingly, it appears many buyers aren’t perturbed by the premium positioning. So far, 25 per cent of the 894 Everests sold have been Titaniums — though early orders generally favour up-spec’d variants. Ford is already offering factory-backed drive-away campaign deals on the Everest Ambiente and Trend, but not on the Titanium."

Read more at http://www.caradvice.com.au/402036/f...v6Yvt7vGWai.99

[Paull]

Would it be fair to ask, " Are buyers of the top spec Ford/Toyota thinking about resale in 3-5 years?" I would certainly be thinking about the Ford taking a big drop but not so much on the Toyota.

[FlipXW]

Originally Posted by Paull

Would it be fair to ask, " Are buyers of the top spec Ford/Toyota thinking about resale in 3-5 years?" I would certainly be thinking about the Ford taking a big drop but not so much on the Toyota.

Obviously haven't seen the resale on the PX Ranger. Still can't believe people are saying its way to pricy because the Everest isn't challenging the Prado on sales even though its only been around for a number of months. It takes a long time to establish the name, but just look at the Ranger vs Hilux, worlds apart a few years ago, pretty bloody close now.

[Giant Cranium]

Originally Posted by FlipXW

Obviously haven't seen the resale on the PX Ranger. Still can't believe people are saying its way to pricy because the Everest isn't challenging the Prado on sales even though its only been around for a number of months. It takes a long time to establish the name, but just look at the Ranger vs Hilux, worlds apart a few years ago, pretty bloody close now.

and taking a lot of hiluxs sales, wasn't hilux up near 5k a month a few years ago

[TUF_302]

Im sure the Toyota will hold value better, but Rangers seem to be holding reasonably well so hopefully so do the Everest's

[SSVPom]

Father in law picked up a new Trend with metallic paint, nav, tow pack and brake controller for $58k drive away. The sticker prices are not being stuck to !

[Brazen]

Ranger resale is really good.

I think this article is pretty old, I remember reading it a few months back?

[csv8]

Brazen ..it is Dec 2015, never been posted.

[Vesper Martini]

Initially I thought the Titanium was priced well.

then Toyota dropped their pants. a VX Prado is a better buy than the Titanium.
Kakadu is another level above.

$54,990 Ambiente. is ok but, I think they need to be selling Titanium for less to be competitive

[csv8]

Everest $81,490 drive away..might get it for $79,000 deaing..
http://metroford.com.au/new-demo-car...&model=Everest

[Smoke Pursuit]

Originally Posted by csv8

Everest $81,490 drive away..might get it for $79,000 deaing..
http://metroford.com.au/new-demo-car...&model=Everest

There's a few demos around for $72k captain negative.

Cheapest new one I could find was around $75k....

Most people will settle for a Trend at high 5's.

[ken1939]

These prices blow my mind. Even here in the US. I cannot imagine paying 65K for a truck.

Its kind of like Moog and Marty doing a review of the Ranger. Oh wait, they have...

[malazn mafia]

Originally Posted by ken1939

These prices blow my mind. Even here in the US. I cannot imagine paying 65K for a truck.

Its kind of like Moog and Marty doing a review of the Ranger. Oh wait, they have...

For the price of the Everest, you could own a fully optioned 6.2 Cadillac Escalade in the States, with every feature imaginable. That's how much we get ripped.

[ken1939]

We are beginning, GM is going to produce Caddys and Buicks in China and ship them to the USA.

Guess the UAW didn't read that last contract to closely.

Not against a global workforce, but like Oz, we have people here that can work. Mabey the amount of people that thinks work is for suckers is growing..

[buggo]

Originally Posted by malazn mafia

For the price of the Everest, you could own a fully optioned 6.2 Cadillac Escalade in the States, with every feature imaginable. That's how much we get ripped.

To be fair though, that's mixing the AUD with the USD. Everest at $77k here would buy $57k worth of car in the US at current exchange. Still high enough to buy a Porsche Macan S or a Q7 but

[b0son]

Its all about perception. Ford is not perceived as premium. You cant change that perception simply by sticking a big price on it.

[malazn mafia]

Originally Posted by b0son

Its all about perception. Ford is not perceived as premium. You cant change that perception simply by sticking a big price on it.

This. Ford trying to reprice itself to be in the league of a Premium brand would be like KMart selling $1000 leather bags they made in China just because they saw LV doing it. . The more vehicles they make using cheap labour, it's only fair that they pass these savings on to the customer, as Kmart do.

[simon varley]

Originally Posted by malazn mafia

it's only fair that they pass these savings on to the customer

why? what's fair got to do with anything? it's a business and all about maximising profit. They will sell the cars for as much as they can. why on earth would they do anything else?

[b0son]

Originally Posted by simon varley

why? what's fair got to do with anything? it's a business and all about maximising profit. They will sell the cars for as much as they can. why on earth would they do anything else?

They can try, but ultimately, they're unlikely to succeed. As it becomes common knowledge that the cars are built in Asia, customers perception of the quality and therefore the value of the product falls, and the price has no option but to follow suit.

[XR Martin]

Originally Posted by b0son

They can try, but ultimately, they're unlikely to succeed. As it becomes common knowledge that the cars are built in Asia, customers perception of the quality and therefore the value of the product falls, and the price has no option but to follow suit.

Golf is made in South Africa, what are peoples perception of its quality?

[Ben73]

Originally Posted by simon varley

why? what's fair got to do with anything? it's a business and all about maximising profit. They will sell the cars for as much as they can. why on earth would they do anything else?

I guess they have to figure out the balance of profit vs sales.
So they want to sell 100 cars at $10,000 profit each
Or sell a 1000+ cars with a $1000 profit each

[Sprintey]

Originally Posted by simon varley

why? what's fair got to do with anything? it's a business and all about maximising profit. They will sell the cars for as much as they can. why on earth would they do anything else?

...and when it gets cheaper to ship the Aussie engineering dept to China...

[Falcon Coupe]

Originally Posted by malazn mafia

This. Ford trying to reprice itself to be in the league of a Premium brand would be like KMart selling $1000 leather bags they made in China just because they saw LV doing it. . The more vehicles they make using cheap labour, it's only fair that they pass these savings on to the customer, as Kmart do.

We get it, you don't like Thai built Fords with cheap labor. One would think you get paid every time you make this point. It's get's tiring to read in every thread.

[NX74205]

Originally Posted by b0son

Its all about perception. Ford is not perceived as premium. You cant change that perception simply by sticking a big price on it.

No, but you can by building a premium product, which Ford have done here. All the reviews I've read indicates that the Everest is a better car than the Prado, with much better on road manners and comparable performance off road.

When Ford builds a good car, buyers will come.

Originally Posted by SYZ

Sorry Henry, but there's no way I'm gonna pay $76,990 for a a glorified Mazda BT-50 manufactured in Thailand, and where motor vehicle workers are paid around $1.12 an hour.

What does it matter where it's built, and how much workers get paid? Have you seen how advanced its plant in Thailand is? Have you ever wondered how much just one of those Kuka robots cost?

What about the cost of design and development of the car? What about the cost of components that aren't built in Thailand? What about the cost of shipping the car over here? Engineering the technology that goes onto the car? Testing for ADR compliance? That costs nothing, does it?

There is a lot that goes into the cost of producing a car. I honestly don't get why there is so much emphasis on where the car gets built. What matters more is the badge on the bonnet because that badge is the badge of origin of the product - it is the badge which sets the standard by which the car gets built.

Originally Posted by SYZ

When the GM Spark can sell for 15 grand on road, there's something wrong when a basically upsized version of the same thing sells for five times that. For example, does anybody truly believe that the 3.3L diesel donk in the Everest costs 5 times that of the 1.4L petrol Spark (to the manufacturer that is)?

These are entirely different cars in entirely different markets where the market factors that drive sales are entirely different. The Spark is in the market where price rules and profit margins are kept to a minimum in order to make sales to consumers for whom all that matters is price. Everest, on the other hand, is at the other end of the market, those who want an off-road capable SUV will pay for a better product.

When GM can sell an Everest competitor for 15K on road, then we can talk.

Originally Posted by csv8

When I was in the USA 2014, the Expedition LTD with the V10 diesel was $55k drive away.

$55K USD = $72,679.22 AUD. Let's say for argument's sake that Ford dropped the price for an Everest Titanium to $70K drive away. Would you buy one? If not, then it's pointless having this discussion, because we're engaging in hypotheticals. Despite the current pricing, it's been reported that about 25% of all Everests sold are Titaniums, so clearly, there are people that are prepared to pay what Ford wants for one.

Originally Posted by XR6 Martin

Golf is made in South Africa, what are peoples perception of its quality?

So is a Mercedes-Benz C-class for that matter. Though I've never been in a new W205 C-class, I haven't read any complaints as to its build quality. And people do pay $70K - $80K for one.

The badge matters more than where it's built.

[b0son]

Originally Posted by NX74205

When Ford builds a good car, buyers will come.

Building good cars has seldom been Ford's problem, letting people know they're good OTOH....

[roddy1960]

Originally Posted by b0son

Building good cars has seldom been Ford's problem, letting people know they're good OTOH....

G'day...TOTALLY AGREE and this video gives you an idea of how one of our Falcons are viewed by an American car review crowd.. https://www.youtube.com/watch?v=sUVWOPxTlSI Enjoy....I love the last comment here especially..Cheers Rod..

[simon varley]

well, they are all selling at or close to list price so regardless of people whinging here it's clearly not what the majority of people think.

[Vesper Martini]

Originally Posted by simon varley

well, they are all selling at or close to list price so regardless of people whinging here it's clearly not what the majority of people think.

The article says its not uncommon for up spec'd models to be sold early on.
and since then Toyota have dropped their pricing.

[b0son]

Originally Posted by simon varley

well, they are all selling at or close to list price so regardless of people whinging here it's clearly not what the majority of people think.

how many is *all* ? 1000 per month? 100? 10?

[simon varley]

Originally Posted by b0son

how many is *all* ? 1000 per month? 100? 10?

all they import. isn't that enough?