Don't let the Scout become a status symbol; why $60k misses the point of the Revival

[tomgillotti]

Personally, I would assign a much higher value score to a Scout Terra, than to a Ford Lightening. They are just very different trucks to me.

So, consider that not all buyers are falling into traps - they likely think about capability, use cases, and ownership requirements differently.

The trap some of you are falling into is believing that this is "Scout's only chance" and that to win, they must "capture the equivalent marketshare to one of the big 3's ICE truck marketshare" straight out of the gate. That is an incorrect way to think about their re-launch, and has never been part of Scout's narrative. There can be multiple steps and multiple trucks with different entry points. Sorry - they just aren't going to be launched all at once, which likely makes some people unhappy.

I think the "trap" is actually the opposite. The trap is believing that a capable, electric utility truck has to cost $60,000+ because that’s what the current market dictates.

You mentioned the Lightning. That is actually the perfect example of why some of us are skeptical of the "Value" argument.

We have to remember that Ford proved they could sell a full-size electric truck for $40k just three years ago.

• May 2022: F-150 Lightning Pro launched at $39,974.

• The Reality: It wasn't a "lesser" truck. It was a 452hp, 4x4, Crew Cab.

Ford didn't kill that price point because the truck lacked capability or "use cases." They killed it because they realized they could force buyers into $70k+ trims if they simply removed the affordable option.

So when we say we want Scout to avoid the games, we aren't asking them to "capture 50% of the market" or defy physics. We are asking them to offer the value that the industry has proven is possible, but refuses to sell us.

 

[cyure]

Personally, I would assign a much higher value score to a Scout Terra, than to a Ford Lightening. They are just very different trucks to me.

So, consider that not all buyers are falling into traps - they likely think about capability, use cases, and ownership requirements differently.

The trap some of you are falling into is believing that this is "Scout's only chance" and that to win, they must "capture the equivalent marketshare to one of the big 3's ICE truck marketshare" straight out of the gate. That is an incorrect way to think about their re-launch, and has never been part of Scout's narrative. There can be multiple steps and multiple trucks with different entry points. Sorry - they just aren't going to be launched all at once, which likely makes some people unhappy.

Okay your post got me thinking. Something has to come first. Not only Terra or Traveler but trims. And I know I’ve been saying BEV needs to come first and the right trim and blah blah blah, but honestly I’m in this for the long haul and I would rather wait and get what I want and have been waiting for, then just pick something to go “first”. Now if they want to have an off road appearance package in PBY with 33s and a glass roof be one of the first offerings who am I to argue.

 

[R1TVT]

I think the "trap" is actually the opposite.

If you want to believe the opposite, that's fine - everyone has a right to believe whatever they want about price & value individually (which was my point)

You referenced the Lightning. I was not referencing price, and I (personally) would not be cross-shopping or referencing the Lightning when considering the Terra. If you can't understand that logic & that shoppers may be different, that's fine.

I'm telling you that you cannot assign me to the "we" that you reference, nor should you assume that everyone else agrees with your logic.