As Ford Authority reported last month, Tesla recently decided to slash the prices of its Model Y lineup by a significant margin, making the EV crossover cheaper than its main rival – the Ford Mustang Mach-E – essentially overnight. Mere days later, Ford responded by also cutting Mach-E prices in what seemed like a direct response to Tesla’s actions. However, as Ford Model e chief customer officer Marin Gjaja recently explained to the Detroit Free Press, it seems as if those price cuts were planned before Tesla made its own move.
“We really didn’t have that much capacity down (at the plant) in Mexico,” Gjaja said. “We were looking ahead as this is the year we’re going to scale (up) the Mustang Mach-E. This is before … Tesla price moves. We had plans and were shutting down the plant, literally right now, in January. That has been our plan all along. So this first principle of scale in automotive is really what has been driving us. Just think about the math.”
Indeed, Ford announced months ago that it planned to ramp up Ford Mustang Mach-E production at the Cuautitlan Assembly plant significantly – to 270k units in 2023. The plant is currently scheduled to reopen in Q1 after these upgrades are complete, too. However, the timing of these price cuts – as well as additional comments from Gjaja – will undoubtedly lead to some skepticism regarding this revelation. “We are not going to cede ground to anyone. We are producing more EVs to reduce customer wait times, offering competitive pricing and working to create an ownership experience that is second to none,” Gjaja said.
Gjaja also previously stated that skyrocketing commodities costs were to blame for prior Mach-E price fluctuations – it hampered the automaker’s ability to ramp up production, as well as reduce costs. Regardless, no matter what really led to these Ford Mustang Mach-E price cuts, it’s still undoubtedly good news for consumers, at least in the U.S., as European customers won’t be getting any sort of discount on the EV crossover.
We’ll have more on the Mach-E soon, so be sure and subscribe to Ford Authority for more Mustang Mach-E news and non-stop Ford news coverage.
Eh, dealerships will just increase their Admin fees to more than $20k a car.
Outright lie, they just did a major price INCREASE on the Mach E. How stupid does Ford think its customers are. The Mach E is WAY overpriced for what you get. I’m not paying Escalade pricing for something so basic that depreciates faster than a new Range Rover. Nice Try!
Kudos to you, Bob Dobson! You have the critical thinking to see through Ford’s smoke and mirrors PR crap. Ford CEO and E-Division will say ANYTHING to satisfy stakeholders. Even with the federal IRA credit of $7,500.00 and state rebates, the MACH-E is way overpriced. Tesla threw the first punch, and FORD followed.
This is a pretty meaningless article. Tesla moved aggressively on pricing due to falling sales and forced the next best and distant competitor Ford, to step up. Even if my skepticism is off the mark, dealerships will make a muck of any/all downward price adjustments… because they can! The administrative fees, document fees, processing fees and experience fees will clawback any benefit for consumers. Ford needs to get a handle on their renegade dealerships unscrupulous business practices. If dealership principles continue on this is path, then they will be inviting the heavy hand of government regulation to wade into their business.
You can actually buy a Tesla Model Y or Model 3 for the price on the sticker. Can’t say that for ANY of Fords products. They might as well say the price is whatever we feel like you will pay. Paying over sticker absurd. Ford can keep their metal until it rusts. Also the California edition, the one with competitive range, doesn’t get a tax credit.
California Route 1 NO FEDERAL TAX REBATE!! Great job on your Inflation / Reduction plan Joe. FJB. The EV move is a total bait and switch.
The Tesla Model S NO FEDERAL TAX REBATE! Truly, what is you POINT? There are more than one version of the Mach E that qualify for the tax rebate, just as there are more than one Tesla as well. Let’s be honest here, you have no intention of buying a new car.
Oh poor poor pitiful you. FYI.
Wrong. Order the car via the Ford website and you pay MSRP. Can do it at home, or at the dealership, either way, no dealer markup. Stop with the uninformed nonsense.
Planned in advance…
You know now what Ford thinks about the intelligence of its buyers.
I’m wondering about the intelligence of guys who think it’s impossible for both things to be more or less true.
Ford released its earnings report and it is horrible to say the least. EVs have tanked Ford financially as multiple news articles have pointed out. Meanwhile Toyota stated again just this week they will not put their focus on EVs and they are raking in money and profits.
Here is no shame K-street shame with his FUDster BS. His scripted comments here is almost word for word identical to that posted by one of his troll team colleagues in a different story. (Who do they work for? Toyota? Maybe as Toyota is going hard at trying to slow BEV adoption because it is following the pack.)
Toyota got called out by FT today for being late to the BEV party because they were hyper focused on perfecting last century’s hybrid tech (remove space before com):
Obvious you have no clue about business. Profits is the only thing that matters, not what a minority thinks people should drive. Ford’s stock dropped by almost 10% after their earnings call. The main reason as reported everywhere is that people are not adopting EVs. God bless our Free Market, where customers decide what succeeds.