Ford – along with the rest of the automotive world – has shifted its strategy in the short term after demand for EVs has fallen behind expected levels as of late, choosing instead to focus on hybrids as a stop-gap solution of sorts while developing lower-cost pure EVs. In the meantime, The Blue Oval is also trying to sway EV shoppers to its existing offerings, particularly as recent studies show that those same customers need convincing. That, it seems, is also what inspired the creation of the off-road-focused, rally-inspired 2024 Ford Mustang Mach-E Rally, too.
“We’re trying to get more people in EVs,” Donna Dickson, chief engineer of the Mustang Mach-E, told Automotive News in a recent interview. “Getting people to think, you’re in an EV and you can go on a grass track or go on dirt … if it gets more people to consider Ford and to consider EVs, that’s what we wanted. When people see this going around that track, it just shows how capable [EVs are]. I think there’s still that sentiment out there that they’re not quite sure. Early EV adopters are easy, because they know and do their research. But you’re trying to appeal to more people to consider it. I think it shows that it can be for any lifestyle.”
Aside from slashing prices to unprofitably low levels – which did help boost 2023 Mach-E sales, specifically – Ford is working to change perceptions with the new Ford Mustang Mach-E Rally, which is truly a unique, one of a kind offering in today’s market. The idea for the electric rally machine actually came from team members in the automaker’s break room, and it only took a year to develop using a special dirt track created solely for that purpose as well.
It remains to be seen how customers will embrace the Ford Mustang Mach-E Rally, but it’s clear that the automaker is optimistic that enthusiasts will gravitate toward it. “We’re hoping it generates strong demand,” said Tom Somerville, Ford’s marketing director for enthusiast EVs. “There’s nothing like it out there.”
We’ll have more on the Mach-E Rally soon, so be sure and subscribe to Ford Authority for more Mustang Mach-E news and non-stop Ford news coverage.
Comments
The “Mustang” Mach E was always a dumb idea to me. It’s just an electric version of a RAV4/CR-V, not a segment aimed at the enthusiast crowd. In fact, I would say the CUV segment attracts many people who don’t care about vehicles at all but just need SOMETHING to get from point A to B. Putting the Mustang name on it was always crazy to me b/c it just made your enthusiasts mad and attracted nobody to a yet another old lady CUV model in an already oversaturated segment.
This rally edition is even more out of place.
Dear John, you have no idea what you are talking about. CUV’s are the hot segment right now. Naming it “Mustang” brings sportiness, character and a future to the EV. Crazy? Respectfully, your psychiatrist.
You’re half right. The CUV market is booming, but look who that segment’s buyers are and attracts vs. whom the name Mustang attracts. There isn’t much overlap. You are pushing away some enthusiasts by watering down the Mustang name and not attracting people who are looking at CUVs by slapping the Mustang name on the vehicle b/c they couldn’t care less about sports cars.
I think the Mach E design as a vehicle was an offering Ford had to put out there, but it would have been better called named something else, maybe the Ford CR-E or the Ford Barbara.
In fact, putting the Mustang name on this vehicle might even have kept some potential buyers away who don’t care about vehicles, don’t follow or really research vehicles, and just assumed a “Mustang” meant “sports car” and went to the Honda and Toyota dealers to test drive at CR-Vs and RAV4s instead.
Mach-E outsells the gas Mustang… Gas Mustang buyers are pushed to what else exactly? Not a lot of overlap out there.
The Mach-E is LIMITED to run the 1/4 mile at the same time as the 5.0 GT….. old lady indeed.