Quote:
Originally Posted by Vekgib
32 Mach - E's.
Geez, that's awful.
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When I bought my "real" Mustang last year, I asked my salesman how they were going with the Mach-E. I live in a rural town, so electric sales are very limited in this area, hence my interest.
My salesman had done the training to be the expert salesman for Mach-E, and even he couldn't put a positive spin on it. Let's be clear here, the car itself is VERY good and I quite like the styling, but there are some major sticking points hampering its success.
1. Price, which considering what people are prepared to pay for electric cars, or even a prestige car, you'd think this wouldn't matter. But direct comparisons with Tesla were not favorable for the Ford.
2. Image! Ford tried to get around this by calling it a Mustang......................but it's still a FORD, and that doesn't have the same snob factor that potential electric car owners want, and Tesla happens to deliver.
3. The Name! The salesman went on to tell me that many people would come into the showroom asking to look at the "4-door Mustang"................only to walk out when informed it was electric only. In this area, electric just isn't a viable solution yet..............at least in the customer's mind.
4. The Name! Yes, the name that Ford thought would be a winner has backfired. They tried to inject a sense of excitement into what is, let's be real here, an average mid-sized SUV. Its only point of difference being the electric powertrain. The idea of using such an evocative name on a boring SUV was ridiculous then, and now.
Now, I hear that pricing on Mach-E is being discounted to stimulate sales, but that doesn't address points 2 - 4 above. But what would I know, Ford have an expert marketing team that clearly know what they are doing....................oh, wait....................