Ford Fathom Survey: Threat to Slate Auto?

An Electrek survey of nearly 2,700 readers asked if Ford's upcoming $30,000 Fathom electric truck would doom the rival Slate Auto before launch.

Ford's announcement of a $30,000 all-electric Fathom pickup has sparked debate over whether it will sink the rival, Bezos-backed startup Slate Auto before its launch. An Electrek survey gathered nearly 2,700 responses on the question.

The survey asked readers if the writing was on the wall for Slate, given the Fathom's expected price point being just a few thousand dollars more than the bare-bones Slate model. The majority of responders chose non-committal options.

Many sensible people said it was too soon to tell, as neither truck is on the market yet. Others noted that a price difference of a few thousand dollars could still be significant for some buyers.

Dealer Network Debate

Despite the cautious majority, more opinionated commenters had strong views. One commenter, NickD, argued that Ford's nationwide dealer network could be a handicap, not an advantage. He predicted dealers would sabotage the Fathom with high markups and poor sales experiences, giving Slate an opening.

Another commenter, Scott Z, echoed this, calling dealerships a large anchor. He stated he has avoided traditional dealerships for nearly two decades, preferring companies like Carmax, Tesla, and Rivian.

Spiritual Comparisons

Some discussion moved beyond direct comparisons. Regular commenter Mrvc highlighted a spiritual similarity between the Slate Auto pickup and Ford's own iconic Model T. He noted the Slate's single-color, user-customizable design and local, non-franchised service approach mirrored the Model T's philosophy.

Mrvc argued that Slate has a plan to reduce prices as costs fall, a move he cannot see Ford making. He suggested that in a few years, the price difference could become decisive for many buyers, though Slate may not suit those wanting every tech feature.

Commenter Mark Horning built on this, evoking another classic Ford: the Falcon. He recalled that Ford sold over a million Falcons in its first two years by offering it in multiple body styles.

The Chilling Effect

Perhaps the most pointed comment came from Username Taycan. They argued the primary problem for Slate is not the Fathom's eventual quality, but the chilling effect its announced arrival has on Slate orders. The mere idea of a competing Ford truck could cause potential buyers to delay their purchase.

The source notes that Ford's own CEO, Jim Farley, previously convinced customers to wait for NACS-equipped EVs, a move that cost the company billions in R&D. This history shows Ford understands the damage a waiting game can cause.

The survey and its nuanced comments present no clear verdict. The debate hinges on factors like dealer networks, corporate philosophy, and market psychology rather than simple specifications. The final outcome for both the Fathom and Slate remains an open question, pending their actual market arrival.

Source: Electrek