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.