Ford would end up with excessive inventory and require incentives to move them. The chip shortage, has forced Ford to slash production, leading to record-low inventory on dealer lots. This crisis has also forced Ford to focus on producing its higher-margin products, which revenue by nearly $5,000 per vehicle in Q2 and added $1.5 billion to the automaker’s operating profit. Additionally, average transaction prices increased by approximately $6,400 in June, year-over-year, at $47,800 per vehicle.
In the case of the 2022 Ford Maverick, Ford plans to offer higher-end trims on dealership lots. The base model trims and hybrid trims will likely not see a dealership floor unless specifically ordered. That means if you were looking for the base model 2022 Ford Maverick for $19,995, you might have to order it. Ford anticipated most people would buy the 2.0L 250 hp Ford Maverick priced at $22,575. The automaker also expects the all-wheel drive option priced at $24,795 will be a big seller. Ford estimated that the sales of these options would account for 65% of production during the first run between those two trim options. That leaves around 35% of production for the cheaper hybrid model.
The build-to-order process is how most companies in Europe function.