Wednesday, August 4, 2021
News How Ford is Working to Make Mustang Mach-E Launch Go Smoothly

How Ford is Working to Make Mustang Mach-E Launch Go Smoothly

Making Mach-E memories

  • Team is facing delays and dealer markups

  • With its most storied brand on the line, Mustang Mach-E image crucial


The Ford Mustang Mach-E is one of the most important model launches for the brand in years. Happening during one of the most disrupted times in North America in a few decades thanks to the COVID-19 pandemic. That’s meant delays on top of the usual new-model issues of dealer markups and other things that are making it tough for the new model’s launch to go smoothly. This is what Ford is doing to try and help make the rollout go as well as possible.

It started with compensation for buyers who saw delivery delays that included additional free charging, extra goodies to go with delivery, and, for some buyers in New Jersey, a $5,000 discount to make up for an expired state incentive, says the report from Automotive News speaking with customers and Ford execs about the Mach-E efforts.

Ford has also been performing extra quality checks on some Mach-E vehicles, and while that caused some additional delays, Ford compensated by doubling free charging, giving extra loyalty points, and in some cases even making the first payment, the report says.

Dealer markups, an extra charge tacked onto the MSRP by dealers who want to maximise profits from a hot new vehicle, started to appear on some of the first Mach-E EVs. Ford’s Mike Levine, head of product communications, handled some reports of this himself, Tweeting that a $10,000 markup had been removed from one model and offering to help customers running into markups find different dealers.

The brand’s credibility is at stake, with the first serious EV from Ford aimed at buyers who are used to a different experience of online ordering and going to a store with fixed pricing. So Ford is using as many options as it can to make the experience as good as possible.

 

Trending Now

Demand for Minivans is so Strong They Are Selling for 8% Above Sticker Price

Demand for new vehicles could be driving this trend. Cars, SUVs, and trucks are selling at sticker prices. As well, minivans are undeniably...

Automotive Supplier Says Chip Shortage Could Last Longer Than Pandemic

Global shortages of semiconductor chips continue to hamper auto industry Automakers looking at ways to solve supply issues A company that provides connectivity and...

2023 Mitsubishi Outlander PHEV Set To Arrive Next Year

The 2023 Mitsubishi Outlander PHEV will arrive in North America in the second half of 2022. A new-generation powertrain and a bigger battery...

Volkswagen Group’s Porsche, Audi, and Volkswagen Expect Chip Shortage Issues in the Near Future

Volkswagen managed record profits in the first half of 2021. The German automaker expects difficulties in this third quarter into September. Volkswagen estimates that...

Nissan Cuts 2022 Leaf Pricing Making it the Most Affordable EV in the US

Price slashing is up to $6,500 from 2021 levels. The Nissan Leaf is the longest-running EV in North America. The base price is...

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.