Ford Experiencing Success With Vista Roof Option
Ford is experiencing tremendous success with its new Vista Roof option, a large panoramic sunroof available on their crossover vehicles. Take rates for the inexpensive roof option are climbing as consumers opt for more airiness and light bathed cabins.
Both the Ford Explorer and Flex are popular models featuring the Vista Roof. Almost half of Explorer buyers are opting for the $1,595 Vista Roof, despite Ford expecting a take rate of just 30-35 percent when first introduced. With Edge buyers, 56 percent are choosing the roof and 32 percent of Flex buyers opt for it as well. The Vista Roof’s success in SUVs and crossovers is due to their large interiors that can at once feel claustrophobic for rear passengers but also offer the extra space to best accommodate the headroom-snatching glasswork and mechanism.
Interestingly, there is some degree of regionality to the roof demand. Customers in hot, sunny markets are somewhat less inclined to purchase the option. However U.S coastal regions select the panoramic roof at a near 60 percent rate. Ford has attributed this success to customers desiring more open structures and having more light available. Ford’s success with the panoramic roof only betters its bottom line. One supplier said that the American automaker could be profiting 25 percent or better on the approximately $1,500 average cost.
[Source: Edmunds Auto Observer]
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