Ford Motor Company is betting quite a lot on its new "Universal EV Platform,” which will spawn a $30,000 electric pickup in 2027. It certainly said the right things last week: The truck will have a competitive price, ample performance, and unmatched utility in a versatile package.
This new vehicle is a bold promise that combines emerging technologies and new-to-Ford manufacturing processes. However, it could all be for nothing if Ford doesn't get the marketing right. The Blue Oval has to highlight one thing dealers might not like: Maintenance intervals.
For as much as many of us love cars and enjoy the art, science, and frustration of working on them, most owners couldn't care less. I enjoy changing my car's oil on a quiet Saturday morning, and I’m sure there were plenty of people who found pleasure in cleaning the stables before the horseless carriage upended their careers.
For most people, maintaining a vehicle is one of the last things they want to do. Negligence is common among owners, but it's also more expensive to maintain and fix vehicles than ever before, with costs spiking 43 percent post-pandemic, according to one study. This should be a wake-up call and an opportunity for automakers—Ford especially.
Not only do new car prices continue to rise, but the cost of ownership is also increasing. Oil changes, repairs, and maintenance costs are things no one likes to think about, but they should be front and center in the EV conversation. In ditching the internal-combustion engine, electric cars provide benefits that could lead to a better, cheaper ownership experience, and automakers need to let their customers know.
EVs face their own set of growing pains, which automakers continue to struggle with. But these issues are mostly related to software and production quality. Those are things that, once solved, should make owning an electric vehicle more appealing to average consumers.
Just look at the Mach-E and F-150 Lighting. Yes, Ford recommends service every 10,000 miles, but it's for the most basic stuff. Techs inspect the brakes, steering linkage, and cooling system, rotate the tires, and check the wheels for any abnormalities. At 40,000 miles (and every 20,000 thereafter), Ford recommends replacing the cabin air filter and performing the 10,000-mile service.
The first major maintenance interval for either of Ford's EVs is at 200,000 miles, and even then, there’s not much to do.
Many owners may not bring in their EV for its first major service for over a decade after purchase.. That's quite different compared to visiting the dealership in the first three to six months of ownership for an oil change. And something Ford should truly highlight as it pins its hopes on its new EV platform.
The only big hardware concern with EVs is battery longevity, but a study from earlier this year found that degradation is almost a non-issue, with cars retaining 90 percent of their battery capacity after 90,000 miles. It’s another thing that the average driver might not notice until years after purchasing a car, and automakers could design vehicles to make it easy and cheap to replace old batteries, minimizing frustration and likely keeping the customer in a bubble of profitable subscription services.
But none of it matters if these vehicles don't roll off the line fully cooked. Ford is positioning its new line of EVs as affordable models, which is what consumers are clamoring for. And being affordable means more than just an attractive MSRP.
If cheap EVs can lower the total cost of vehicle ownership for people and save them a few bucks in their day-to-day commute, that frees up more of their money to spend on that Mustang or Bronco they have always wanted. It's not as if we'll consume less, but rather the opposite. That gives consumers more choice on how to spend their money, and more opportunities for Ford and others.
