Ford’s Fathom vs. Slate Auto: What Readers Think About the Electric Truck Rivalry
As the electric vehicle market heats up, Ford’s announcement of its $30,000 all-electric Fathom pickup has sparked discussions on whether it might overshadow the upcoming Slate Auto truck. Electrek conducted a survey to gauge readers’ opinions on this potential rivalry, garnering nearly 2,700 responses.
Readers were asked, “Now that we know the Ford Fathom electric truck will be just a few thousand dollars more than the bare-bones Slate, is the writing already on the wall? In other words: did Ford’s Fathom just kill the Slate before it arrived?”
Survey Results
The findings revealed that most participants were undecided, opting for responses like “Maybe – but every penny counts for some buyers, and a few thousand dollars is a LOT of pennies!” and “Too soon to say – neither truck is even out, yet!” While these responses reflected a cautious approach, more outspoken voices provided intriguing perspectives.
Among those with strong opinions, NickD suggested that Ford’s extensive dealer network could become a disadvantage. He asserted, “Ford’s dealer network will be all too happy to sabotage the Fathom through ridiculous markups and terrible sales experience. Slate has an opening to exploit for that reason alone.” (NICKD)
Echoing this sentiment, Scott Z criticized the dealership model, describing it as “a large anchor.” He stated, “Paying a middleman for nothing is not fun for most, except those that get excited from haggling with those that produce no value.” (SCOTT Z)
Beyond dealership critiques, some readers compared the Slate Auto pickup to historical Ford models. Mrvc drew parallels to the Model T, noting its user customization and repairability, while Mark Horning likened the situation to Ford’s “Falcon” moment, referencing the brand’s success with varied configurations in the past. (MRVC; MARK HORNING)
Username Taycan provided a strategic viewpoint, suggesting that the Fathom’s mere announcement could deter potential Slate buyers. “The first problem for Slate isn’t how good the Fathom is if it ever arrives, it’s the chilling effect that the idea that there is a Fathom coming has on Slate orders.” (USERNAME TAYCAN)
Ultimately, Ford’s announcement alone may influence consumer decisions, as potential buyers might await the Fathom’s debut to compare options before committing to a purchase. This scenario is reminiscent of previous instances where anticipation affected market dynamics, as seen with Ford’s EV strategies in the past. (source; source)
Original content from Electrek.
Original Story at electrek.co