Ford Authority

Next-Wave EV Buyers Don’t Want To Pay More Than $50K: Survey

Pricing disparities between all-electric vehicles and their ICE counterparts have long been one of the biggest obstacles standing in the way of widespread EV adoption, a point proven time and time again not only by the sales charts, but also, numerous studies conducted by a handful of entities. Ford CEO Jim Farley has said as much himself in recent months, which is precisely why the automaker is now embarking on his “non-negotiable” mission of focusing on making smaller, cheaper EVs. However, it’s somewhat unclear what the perfect price point might be in the eyes of next-wave EV buyers, though a recent study from BCG shed some light on that particular topic.

BCG Next-Wave EV Buyers Study

After polling 3,000 potential future EV shoppers, BCG found that the sweet spot in terms of pricing is $50,000 or less, a goal that it deems rather feasible for automakers to achieve – after all, there are already a number of EVs on sale right now that can be had for less than that mark. However, the real problem lies in the ability of automakers to sell EVs at $50k or less while making a profit on those same vehicles. As Ford Authority previously reported, this same study also found that future EV buyers expect at least 350 miles of range from their vehicles, along with charging times of 20 minutes or less – meaning that at the moment, only one EV meets all these marks – the Hyundai Ioniq 6.

Ford Mustang Mach-E Tesla Supercharger North American Charging Standard NACS Adapter - Exterior 001 - Rear Three Quarters

This point was somewhat proven recently when The Blue Oval slashed Ford Mustang Mach-E prices and introduced a host of incentives, after which sales increased dramatically – going from around 300 units per week up to 1,000 and even as high as 1,800, in fact, as of last week. Over the past 30 days, Ford Mustang Mach-E share in the EV segment nearly tripled as well, going from 5.2 percent all the way up to 13.3 percent. It will be a bit longer before the very first true low-cost Ford EV arrives, however – that model is expected to launch in late 2026, albeit with a price tag of just $25,000 – and it will reportedly be built at the Louisville Assembly plant.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for ongoing 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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  1. Ford Owner

    That number is low enough for all the Asian imports to raise prices and gain more profits from all the fools who buy them instead of buying domestics. The Government can protect the domestic brands by applying import tariffs to the Asians, because those foreign nations apply tariffs to U.S. brands.


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