Ford has been gaining market share in the all-electric vehicle segment at a rapid rate over the past year or so, eating into its main rival – Tesla – which has seen its share decline over that same time frame. In fact, Ford became the second-largest seller of EVs in 2022, outperforming every other rival, even though it still trails Tesla by a significant margin. However, while quite a few Tesla owners have defected to other makes in recent months, that hasn’t historically been the case with Ford owners – and that trend continued in the past year or so, according to new data from S&P Global Mobility.
From September through November 2022 compared to the same time period in the prior year, Tesla’s conquest/defection ratio declined by 2.1 points to 4.6, while the percentage of Ford owners that defected to Tesla dropped by 13.4 percent. As Ford Authority reported last October, Ford already enjoyed one of the lowest Tesla defection rates of any brand, and that percentage continues to decline.
Meanwhile, Ford EVs have proved to be conquest champs in a number of ways – as those vehicles have attracted not only owners of Tesla vehicles, but also traditional ICE rivals. Thus far, the Mach-E’s biggest conquests have been the the Toyota RAV4, Honda CR-V, and Jeep Wrangler, in fact.
It is worth noting, however, that while Tesla recently slashed the price of its Model Y variants by a significant margin, Ford hasn’t yet followed suit with the Mach-E, making the Blue Oval EV quite a bit more expensive to purchase at the moment. Whether or not The Blue Oval decides to lower the price of the EV crossover remains to be seen, but it will be interesting to see if that price gap affects this migration percentage or market share moving forward.
We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for non-stop Ford news coverage.
Take this tidbit for what it is worth…but CR chose the Mach-e as it’s best, translate, reliable EV. Understanding that the total number of systems in an EV are much less than an ICE comparative, Some good news for Ford in the reliability column?
This might have something to do with Musk turning off a lot of people with his increased idiotic and childish behaviors.
That’s not my case. Besides the Mustang (not the Mach-e), I stopped buying Ford and went to other brands the day they decided not to produce sedans anymore.
Oh sedan chauvinist, are you really eternally carrying a sedan grudge and pining for a sedan, or are you just planting seeds in bad faith?
Seems a bit bizarre that you keep repeating this.
Click to EditDelete (4 minutes and 34 seconds)
The only thing bizarre is your need to try to personally belittle so many posters here. So many. It’s weird.
Maybe but if you get past that my facts are not really in dispute.
Perhaps you haven’t noticed that Big Oil’s bad faith trolls are hyper active in their tag team commenting game here.
I’m not going to loathe myself too much for calling it out or insulting bad faith commentary.
John has a good point RWFA…. as for sedans, looking forward to what Sony and Honda build. the convergence of a tech company and a mainstream auto builder. Are we seeing the beginning of the end of automobile companies as we have known them? The convenience (or lack thereof) of BEV has only just begun to be addressed. Still, I don’t ever see all those urban types in high-rises buying F150’s going forward. A small high tech sedan would be one option despite your opinion of them RWFA.
Did you mean JE, not John? Or are JE and John the same poster posting under two different handles?
I don’t have a thing against sedans, I’m rather agnostic on the shape of the box folks ride in. (But as above, I grow increasingly suspicious of a handle consistently seeming to be planting seeds to suggest others abandon Ford as they he did because despite their lifelong patronage of Ford, they just had to go to another brand because they were wedded to a body style ford discontinued. This seems, like all the other bad faith scripted trolling designed to deprive ford of sales and revenue.)
As for sedans, think the last generation of Ford sedans were all great looking cars. Problem is they were diverting Ford’s resources from fixing itself.
No better way to cashier an enterprise than to try to compete in segments that cause misallocation of capital from products and activities that need it.
I know you only use Sony Honda as an example, and there are others (Ford & Google, etc.), but agree with you, and have long thought (about 5 or 6 years) that this convergence is coming (Tesla and Apple, and the smaller players, being prime examples of capital realizing there hasn’t been a better time to enter the auto biz in about a century (and incumbents who enslaved to their business models and sunk investments are now scrambling at different rates to address the change.)
Agree, a BEV F-series is a poor fit for urban use cases also many suburban and rural cases too (this was also true under ICE because it’s the size and shape of the box that is the deciding factor.)
As for that particular urban environment, I also don’t see sedans as being a particularly good fit, especially when frunks become mainstream (because who needs a trunk adding to overall length? If it’s compact segment, I think stubby SUV’s may become a thing.
Mr Honda had a saying that he reiterated amongst the design and engineering staff: “MM”, which meant “Man Maximum, Machine Minimum”, I think BEV will give Honda and the other OEM’s the opportunity to come up with some interesting solutions that bring Mr Honda’s MM concept forward significantly.