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Ford Authority

Majority Of Ford Mustang Mach-E Buyers Are New To Brand, EVs

As Ford Authority reported earlier today, the Ford Mustang Mach-E recently achieved a milestone after 150,000 units of the EV crossover have rolled off the assembly line at the Cuautitlán Assembly plant in Mexico. This notable achievement is even more important in the grand scheme of things, as Ford aims to build 600,000 EVs annually across the globe by the end of 2023, a number that will swell to two million by 2026 following a two billion dollar investment. However, there are some more interesting tidbits of information related to the Mach-E that clearly show its importance to the Ford brand in general.

For starters, a whopping 73.3 percent of Ford Mustang Mach-E customers in the U.S. are new to the Ford brand, a staggering statistic in a hotly contested market. Additionally, the majority of the Mach-E’s sales growth is being fueled not by the owners of EVs from other brands, such as Tesla – but rather, from those that formerly owned an ICE-powered vehicle. In fact, 8 out of 10 customers in the U.S. and 9 out of 10 European Mach-E buyers ditched their gas-powered models for the EV crossover.

In terms of demographics, millennials have shown the most interest in the Mach-E thus far, as 3 out of 10 buyers belong to that age group. In China, roughly half of Mach-E buyers to date fall in the 27-37 year-old range. Perhaps unsurprisingly, most U.S. Mach-E buyers reside in California – followed by Florida, Texas, New York, and New Jersey – while Norway and Germany dominate the European sales charts.

As far as colors go, Space White and Star White are the most popular hues among U.S. buyers, while Rapid Red and Shadow Black top the charts in Europe and Blue Metallic is the most prevalent in China. BlueCruise has clearly struck a chord with Ford Mustang Mach-E buyers of all types as well, as nearly half of U.S.-based owners say that it’s the most “surprise and delight” tech feature present in the crossover.

We’ll have much more on the Mach-E soon, so be sure and subscribe to Ford Authority for more Ford Mustang Mach-E news and non-stop Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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Comments

  1. JE

    It´s logical. I don´t believe that owners of Mustangs really consider the Mach-e a Mustang. I´ve been owner of 4 Mustangs and after driving the Mach-e, I concluded that the Mach-e is NOT a Mustang. The Mach-e is nothing but a boring SUV with Mustang grille, Mustang tail lights, Mustang badges and Mustang pretentions. If Ford really wanted a competitive and authentic 4 door EV Mustang then it should have targeted something the likes of a Porsche Taycan instead of the make believe Mustang they produced. In my case and after 30 years buying Ford, besides the Mustang (not the Mach-e of course) I stopped buying Ford the day they stopped producing sedans.

    Reply
    1. RWFA

      Such snobbery. Would seem by your measure the original base mustang wasn’t a mustang because it was a “secretary’s car”.

      It was a secretary’s car wrapped in sporty sheet metal because that’s where the market was going at the time.

      If there had never been a coupe based Mustang, and Iacocca was launching it today, this new mustang would have been a SUV like EV because that’s where the market is going.

      Fact is, the Mach E makes the possibility of producing high performance low mpg vehicles possible.

      Besides that, the Mach E is doing what any new car should strive to do, drawing new blood into the brand to replace the old fuds who pine after and tut tut about the loss of vehicles rejected by the broader market.

      Reply
      1. MikeS

        MachE is as far from a Mustang as one can get. Consumer Reports dropping the model says it all.

        Reply
    2. William

      Ignore RWFA, he was just told by Santa that he was on the most miserable list.

      Reply
      1. RWFA

        Hi wee winkie Willie! Still rapping at the window and crying through the lock I see! Ps Santa and I have zero problems.

        Reply
        1. William

          The people who think they have no problems have the most. Still not getting the help you need, are you?

          Reply
          1. Steve

            After his wife divorced him he just spends his days in his depends looking for attention.

            Reply
          2. RWFA

            Please don’t be clown yourself so Willis.

            Ps below same for you too silly Steve.

            Reply
          3. Justin

            He seems to be a very angry man with no friends either. Maybe he is a ward somewhere?

            Reply
  2. JimL

    Not a Mustang. Ford should have called it the Galaxie or the Falcon or anything else. And this has nothing to do with the fact that it’s electric. No Mustang has ever had 4 doors, nor should it. Incredibly bad marketing decision. Sure, it might be selling well, but that’s because of what it is, functionally. It’s as if Ford management doesn’t know, or doesn’t give a rip about, its own heritage.
    I’ve owned 9 Fords since 1979, 4 of them Mustangs, so I have the right to this opinion.

    Reply
    1. RWFA

      LoL another mustang snob.

      Ford actually studied a OG 4 door mustang but then decided against it because they could sell all the coupes and ragtops they could build, but that was in the days when lots of folks wanted copies and ragtops. Also Ford preferred to move 4-door intending buyers over to Falcon or up to Fairlane.

      Those days are long gone, like by 30 years man.

      It was Ford who decided to call that first little box Mustang (after almost launching it as Cougar). It’s their name and theirs to be defined. Ford giveth and Ford expandeth so to speak.

      Nothing about hanging Mustang name or design cues on this vehicle detracts from the joy of your owning a Mustang coupe except your own need for exclusivity and confirmation bias.

      Of course you have a right to an opinion, everybody does, although some are terribly ill formed and uninformed (not yours here) but here it’s also worth not confusing a matter of taste with hard fact.

      Reply
  3. Shane

    These customers will soon find our why Consumer Reports dropped the MachE (quality issues). A few dealers already had to buy some back. They need to stick to building big trucks, that is what Americans want.

    Reply
    1. RWFA

      Which dealers where?

      Reply
      1. Connie

        On the Facebook Mach E owners page you can find people that have and are going through lemon law on their Mach Es.

        Reply
  4. Marvin

    Getting new customers is one thing. Keeping those customers is another.
    As for a 4- door Mustang based off RWD ICE, that is what a new Lincoln LS should be.

    Reply

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