Why Ford Should Fear Consumer Reports

News this week has focused on the announcement that Ford is cutting the 2024 F-150 Lightning production plans by half reportedly due to “…an industrywide pullback in EV investment due to slower-than-expected sales growth,” stated in a story from yesterday’s edition of Automotive News.

Why Has This Happened?

Following the announcement, several automotive online venues discussed why this happened with some questioning whether a big part of it is due to that American car and truck buyers just are not ready for making the switch to EVs? That the push by the government and marketing for an all-EV U.S. was too fast and hard, causing automakers to jump on a bandwagon not wanting to be left behind its competition. And thereby, make bad decisions---like with the Ford F150 Lighting.

There’s some reasonable merit to these questions, speculations, and arguments.

However, if you read the comments made by followers of these online discussions about Ford’s announcement, what appears to be a closer to the truth is the shared view that the pullback is really about the ridiculously over-pricing of the Ford Lightning by both Ford and the dealerships that are best described by one word: GREEDY.

In an earlier article about how Ford dealerships are making enemies of their customers, I wrote that, “…the F-150 has become a “luxury vehicle” based on markups of up to 30% over the MSRP. Not only has the F-150 morphed more-so on the owner convenience and luxury side and less on the workhorse side of what makes an F-150 an F-150, the sticker shock of paying between $70,000 and $80,000 this past year qualifies it as a luxury vehicle and is not recommended by Consumer Reports.”

More-so does this appear to be true with the F-150’s EV equivalent model.

Why Ford Should Fear Consumer Reports

Overall, Consumer Reports ratings of the Ford Lightning have not been bad:

• The 2024 Lighting has a Consumer Reports Overall Score of 69/100 (besting the 2024 Rivian R1T with its Overall Score of 58)
• A road test score of 81/100
• A predicted reliability of 39/100
• A predicted customer satisfaction of 3/5

All for the MSRP of $49,995―$89,995 depending on the trim…and the dealership.

However, rather than ratings, it is the shopping options CR analysts also provide that should have Ford’s CEO worried. In other words, the recommended makes and models car shoppers can turn to when they are so turned off by Ford’s ICE and EV overly inflated new vehicle pricing.

Best Used Cars, SUVs, and Trucks for $15,000 to $20,000

The point to be made here is that this should be a lesson to be learned and feared by Ford in a recent Consumer Reports “Best Used Cars and SUVs for $15,000 to $20,000” that not surprisingly leaves Ford out, and two Toyota models in, that are just as popular as the F-150.

For consumers the lesson is this: From following the online comments about the problems Ford is having right now, the truth of the matter is that it impacts us more than it does Ford executives. It’s just the way of the world. However, it does not have to be that way.

As several commenters have basically stated, “If we stop buying over-priced trucks, only then can we expect to see prices become more reasonable and affordable for the public.”

That said, here is a summary of what Consumer Reports recently recommends for shoppers who are looking to pay one-fifth as much for a used car, SUV, or truck rather than go into serious automotive debt.

 

BEST USED CARS FROM $15K to $20K

SMALL CARS

Honda Fit 2020

Price Range:  $16,575 - $19,625

Owner Reported MPG:  34 mpg

Mazda 3 2021

Price Range:  $16,225 - $25,950

Owner Reported MPG:  28 mpg

Toyota Corolla 2017

Price Range:  $12,150 - $14,425

Owner Reported MPG:  32 mpg

Toyota Corolla Hybrid 2021

Price Range:  $16,150 - $21,575

Owner Reported MPG:  53 mpg

Toyota Prius 2018

Price Range:  $15,275 - $18,900

Owner Reported MPG:  52 mpg

Toyota Prius Prime 2017

Price Range:  $15,525 - $18,600

Owner Reported MPG:  80 mpg

Toyota Prius V 2016

Price Range:  $14,350

Owner Reported MPG:  42 mpg

 

MIDSIZED AND LARGE CARS

Honda Accord 2017

Price Range:  $14,225 - $18,600

Owner Reported MPG:  28 mpg

Toyota Avalon 2017

Price Range:  $16,325 - $19,400

Owner Reported MPG:  24 mpg

Toyota Avalon 2016

Price Range:  $14,400 - $17,600

Owner Reported MPG:  25 mpg

Toyota Camry 2017

Price Range:  $14,325 - $18,225

Owner Reported MPG:  28 mpg

 

LUXURY CARS

Acura TLX 2016

Price Range:  $14,550 - $17,675

Owner Reported MPG:  25 mpg

Lexus ES 2015

Price Range:  $15,225 - $15,875

Owner Reported MPG:  24 mpg

Lexus GS 2015

Price Range:  $17,275 - $21,700

Owner Reported MPG:  21 mpg

 

SPORTS CARS AND CONVERTIBLES

Mazda MX-5 Miata 2016

Price Range:  $14,100 - $16,850

Owner Reported MPG:  34 mpg

 

WAGONS AND MINIVANS

Toyota Sienna 2016

Price Range:  $14,375 - $21,575

Owner Reported MPG:  21 mpg

 

SMALL SUVS

Acura RDX 2016

Price Range:  $14,900 - $17,625

Owner Reported MPG:  23 mpg

Buick Envision 2017

Price Range:  $13,150 - $16,800

Owner Reported MPG:  25 mpg

Honda CR-V 2016

Price Range:  $13,850 - $18,000

Owner Reported MPG:  27 mpg

Honda HR-V 2017

Price Range:  $13,175 - $16,525

Owner Reported MPG:  29 mpg

Kia Sportage 2020

Price Range:  $16,850 - $22,725

Owner Reported MPG:  24 mpg

Lexus NX 2015

Price Range:  $17,125 - $19,525

Owner Reported MPG:  25 mpg

Toyota RAV4 2016

Price Range:  $14,825 - $17,850

Owner Reported MPG:  25 mpg

 

MIDSIZED SUVS

Lexus RX 2014

Price Range:  $15,425 - $17,175

Owner Reported MPG:  20 mpg

Mazda CX-9 2018

Price Range:  $15,675 - $21,675

Owner Reported MPG:  23 mpg

Toyota Highlander 2014

Price Range:  $14,450 - $18,650

Owner Reported MPG:  21 mpg

 

PICKUP TRUCKS

Toyota Tacoma 2015

Price Range:  $15,575 - $23,075

Owner Reported MPG:  20 mpg

Toyota Tundra 2014

Price Range:  $14,225 - $25,100

Owner Reported MPG:  15 mpg

For a more detailed breakdown of recommended and not-recommended vehicles for 2024, be sure to visit the Consumer Reports website. Note that while access to some information requires a CR membership, the potential savings make it negligible in comparison when looking for the latest information to aid your car buying research.

For additional articles related to recent new and used car recommendations from Consumer Reports, here are three for your consideration:

• 10 Most Reliable 2024 Car Models and What They Will Cost You
• Consumer Reports Best Used SUVs, Sedans, Small Cars, and Trucks Guide for Shoppers
• Consumer Reports Recommends These 10 Cheap Cars

Timothy Boyer is an automotive reporter based in Cincinnati. Experienced with early car restorations, he regularly restores older vehicles with engine modifications for improved performance. Follow Tim on  “Zen and the Art of DIY Car Repair” website, the Zen Mechanic blog and on Twitter at @TimBoyerWrites  and Facebook for daily news and topics related to new and used cars and trucks.

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