This is just my 2 cents, but of course they are going to maximize profit. This is a truck that up until recently (and still in California and other places) has been receiving a healthy ADM.
In my view, and I could be completely wrong, they planned this for quite some time. Doing enough to give it a differentiated feel from the current model, coupled with the press release highlighting the “new Ford Raptor” with new shocks, beadlock capable wheels, and an updated interior gave them an opportunity to raise the price of the truck as interest has grown the past few months. They did this instead of the normal “inflation/new year” price increase. To me, that is smart marketing, if it works.
They should be greedy on the Raptor if the market accepts it. This isn’t an entry level car/truck. There is really no competition for it right now and people have been paying extra. Also, depending on what happens, the ADMs could be lower or go away since extra dollars are already in the price. This could ultimately lead to goodwill because they would now be selling at MSRP and not over. I would be looking at all options if I were them. Start with an ADM where people will pay it. Don’t if the market won’t accept it, but they still make more money with the increase.
This group provides more info and educates more than the average consumer will probably ever know, but it probably represents a fraction of their Raptor sales. How many people are doing the research you and the people on this forum are doing?
For me, I’m willing to pay the increase. I was going to buy a 19 regardless of what updates were in it. I like the upgrade so it makes the increase more acceptable to me than if it was the same vehicle - their marketing worked on me, lol.
