Ford has long used Twitter as a way to communicate with customers, not to mention address complaints. In fact, in addition to posting jokes addressing common concerns about EVs, FoMoCo also forced a dealer to remove a markup on a Ford Mustang Mach-E after it was posted by a user for all to see. Now, Darren Palmer, Ford’s general manager of battery-electric vehicles, is using the social media platform to address complaints regarding the automaker’s all-electric crossover, too.
Each week, Palmer picks a couple of disgruntled customers and personally calls them, directly addressing their complaints and offering to help. “They’re delighted you call them,” Palmer told Automotive News. “They love talking about their cars.” It all started when he phoned up an owner that wasn’t getting the range he expected from his Ford Mustang Mach-E. After a little chat, Palmer discovered that the owner wasn’t plugging the vehicle in at night or preconditioning the battery in cold weather, as the automaker recommends. Those changes netted the results that the owner expected.
This made Palmer realize that Ford’s efforts to communicate these types of things needed to be tweaked a bit, particularly with electric vehicles, as many Mach-E drivers are first-time EV owners. “When they’re BEV enthusiasts and early adopters, they read and get everything,” Palmer said. “But what’s happening now, especially with the GT, they’re now moving to mainstream customers and haven’t looked at all this. They just got the car. We’re thinking about how do we show [this information] to them.”
Regardless, most Mach-E owners seem to be highly satisfied with their vehicles, as 87 percent recently said they would buy one again if given the chance. Meanwhile, the Mach-E recently joined Consumer Reports’ list of recommended cars, ranked second on J.D. Power’s 2022 U.S. Electric Vehicle Experience (EVX) Ownership Study, and was named one of the most satisfying electric SUVs to own.