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

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 Blue Oval has delivered around 7,000 units of the electric SUV so far and 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, which Ford estimates will result in a 50 percent drop in Q2 production. Recovery is now expected only in the second half of the year.

Ford Mustang Mach E rear
Except the entry-level Mustang Mach-E Select, all variants see a price jump of USD 600. Image: Ford

Coming back to brand attracting first-time Ford buyers, this certainly indicates that the Blue Oval is making the right moves attracting new owners, notwithstanding early teething issues which caused certain Mach-Es to reach a low voltage situation with respect to their 12V battery. 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 gets a price hike

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

In other news, the Mustang Mach-E has seen its prices rise by USD 600 for every variant except the entry-level Select. A Ford spokesperson told CarsDirect.com that the pricing was attributed to the hands-free driving technology – BlueCruise – which will be offered as standard on these variants. BlueCruise is not full self-driving but allows drivers to take their hands off the steering wheel on certain types of highways.

With the updated pricing, the Mach-E Premium Standard Range RWD costs USD 48,700, going up to USD 60,000 for the AWD First Edition.

Featured image: Ford