Home Electric Cars 70% Mustang Mach-E buyers new to Ford, but is that good or...

70% Mustang Mach-E buyers new to Ford, but is that good or bad? [Update]

In their Q1 2021 earnings call on April 28, 2021, Ford CEO Jim Farley said that the Mustang Mach-E saw strong sales in the USA, pulling nearly 70 percent of buyers who had never owned a Ford before.

The Mach-E has been seeing unprecedented demand in the U.S. and while only three units of the electric SUV were sold in December 2020, the production ramp-up also saw more than 2,000 deliveries each month on average in 2021.

According to the July 2021 sales report, Mustang Mach-E arrives at the dealership and are scooped up within just 12 days. The period between January 2021 and July 2021 saw a total sale of 15,829 units of the Mach-E. The company hasn’t disclosed margins on the Mach-E sales, but has informed that it is already profitable. The Ford Mustang Mach-E is currently the second-best-selling electric SUV in the U.S.

Ford Mustang Mach E rear
Except for the entry-level Mustang Mach-E Select, all variants have seen a price jump of USD 600 this year. Image: Ford

The Blue Oval originally planned to sell 30,000 units in the United States this year. However, that number could be a distant dream due to the global semi-conductor chip shortage. Some recovery is expected in the second half of the year, but to what extent remains the question.

Coming back to the brand attracting first-time Ford buyers, this certainly indicates that the Blue Oval is making the right moves attracting new owners. While the news of new Ford customers could be encouraging for the brand, the fact that existing Ford buyers have been resistant to try out the Mach-E could signal issues with the branding of the electric SUV: is it deserving of the ‘Mustang’ in its name?

Before the Mustang Mach-E’s launch, Ford announced that 75 percent of bookings were for the AWD variant of the electric SUV, especially in Northern and Midwestern states where the winter season warrants the technology icy roads.

Mustang Mach-E prices revised

Ford Mustang Mach E interior
The BlueCruise hands-free driving technology comes standard on all variants except the entry-level Select. Image: Ford

Currently, the Ford Mustang Mach-E range starts at USD 42,895 for the entry-level Select variant and goes all the way to USD 59,900 for the range-topping GT edition. This is after a price hike of USD 600 due to the inclusion of BlueCruise hands-free driving technology in all of the variants, save for the entry-level Select.

Custom Mustang Mach-E launched to honor women airforce service pilots

Ford has unveiled a one-off Mustang Mach-E as a tribute to the female pilots who sacrificed their lives during World War II. Inspired by the planes they used in the war era, this custom Ford Mustang Mach-E is in line with the other custom-made versions of Mustang such as the 2015 Mustang Apollo Edition, 2016 “Ole Yeller” Mustang, 2018 Eagle Squadron Mustang, and the 2019 “Old Crow” Mustang GT.

The special Ford Mustang Mach-E sports an exclusive livery influenced by warplanes. It comes stickered with a range of badges such as those of U.S. Army Airforce star on the rear doors of either side, the logo of wings on the bonnet and rear fenders, and ‘No. 38’ on the rear bumper and inside the car, the last one of which indicates the 38 females volunteers who died during the war.

EAA AirVenture Ford Mustang Mach-E Concept
The custom-made Ford Mustang Mach-E sports an exclusive livery influenced by the warplanes. Image courtesy: Ford.

This one-off specially made Mustang Mach-E will go under the hammers of the auction at the 2021 Experimental Aircraft Association (EAA) AirVenture air show, which will be held on 29th July 2021 in Oshkosh, Wisconsin. The amount will be donated in charity for EAA’s program of providing additional support to underprivileged youth for making a career in the aviation industry.

Mustang Mach-E deliveries delayed by 6 weeks

Citing the ongoing semiconductor chip shortage, Ford recently informed some Mustang Mach-E customers of a six-week delay in receiving their vehicles. Initially shared by members of the Mach-E Forum, Mach-E units built after July 5 seem to be affected by the shortage and will be delayed.

The message from Ford, as displayed on forums widely yesterday, informed customers of the minimum six-week delay. It also said that the company was working on their vehicles non-stop and that as soon as the Mach-E was fitted with the required chip, Ford would send an email notifying them of the new delivery week.

Ford also said that in compensation for the delay in vehicle delivery, reservation holders would receive an additional 250 kWh of charging free of charge from the Ford Blue Oval Charge Network.

Featured image: Ford