Mach-E now second best selling EV SUV in the US

[Guss-E 2021]

I'm still not convinced Ford knows how to sell this car (or BEVs in general). I do BEV shows all the time, talking to prospective buyers. No one, I mean no one asks me about 0-60 times. You already know what they do ask: range ?, how long to charge and how much to buy.

It took me owning this specific BEV to really appreciate Mach-E and battery electric ownership. I'm doing another show on the 23rd. With NACS access and Blue Oval City on the horizon, I think conversations will be a little different. Unfortunately, the current MME will never overcome its charging curve. A BEV at this price should certainly charge faster.

I get the feeling Model E will putter along on Ford Blue's coat tails until Blue Oval is up and running and the 2025 models go on sale. Hey, folks still buy Leafs even today. I'm sure all these first gen MMEs will make very nice cars for teens looking for their first ride ?

Sponsored

 

[Rabidsquirrel22]

So, Ford produced 38,497 Mach-E’s between Apr and June and sold just 8,633 in that period. That’s an awful lot of inventory sitting somewhere. Even August’s 5033 vehicles sold is probably just 39% of the cars they produced in August. Something has to give and I suspect it will be new prices followed by used prices dropping even further. Tesla is disrupting the market and will continue to do so as long as they are able to eke out a margin when everyone else is losing heavily on every car produced. I love my Mach-E and I’m not a Tesla fanboy but that is how I see it.

Half of that production goes to Europe and will be reported elsewhere for sales.

 

[Scooby24]

I'm still not convinced Ford knows how to sell this car (or BEVs in general). I do BEV shows all the time, talking to prospective buyers. No one, I mean no one asks me about 0-60 times. You already know what they do ask: range ?, how long to charge and how much to buy.

It took me owning this specific BEV to really appreciate Mach-E and battery electric ownership. I'm doing another show on the 23rd. With NACS access and Blue Oval City on the horizon, I think conversations will be a little different. Unfortunately, the current MME will never overcome its charging curve. A BEV at this price should certainly charge faster.

I get the feeling Model E will putter along on Ford Blue's coat tails until Blue Oval is up and running and the 2025 models go on sale. Hey, folks still buy Leafs even today. I'm sure all these first gen MMEs will make very nice cars for teens looking for their first ride ?

IMO the model that has been successful is get the EVs out the door to early adopters by making up for shortcomings in range and other initial hiccups with enthusiast level specs like crazy power.

Once the early adopters have had their fill and now you need to bring in the masses, you've had more time to develop out the platform to address those major glaring issues and that's when you start focusing on the range, charging optimizations and infrastructure.

This is really how Tesla got its footprint. Make the flashy fancy cars first to build up and then make the car for the masses. They just had a bigger head start by like...a decade.

 

[mkhuffman]

IMO the model that has been successful is get the EVs out the door to early adopters by making up for shortcomings in range and other initial hiccups with enthusiast level specs like crazy power.

Once the early adopters have had their fill and now you need to bring in the masses, you've had more time to develop out the platform to address those major glaring issues and that's when you start focusing on the range, charging optimizations and infrastructure.

This is really how Tesla got its footprint. Make the flashy fancy cars first to build up and then make the car for the masses. They just had a bigger head start by like...a decade.

I agree. I purchased my MME because it is an exciting car that can get to 60 mph in less than 4 seconds. That's insane and so much fun. I was concerned about range but a performance car that is also practical did it for me.

Most car buyers are not like us. They just want something that looks nice and can get them from point A to point B. I love to drive, and I love driving my MME. To me it is much more than just transportation.

 

[Guss-E 2021]

IMO the model that has been successful is get the EVs out the door to early adopters by making up for shortcomings in range and other initial hiccups with enthusiast level specs like crazy power.

Once the early adopters have had their fill and now you need to bring in the masses, you've had more time to develop out the platform to address those major glaring issues and that's when you start focusing on the range, charging optimizations and infrastructure.

This is really how Tesla got its footprint. Make the flashy fancy cars first to build up and then make the car for the masses. They just had a bigger head start by like...a decade.

Right. Though there is a bit more practicality baked into an MME than say a traditional Mach 1 or Cobra. I think Ford should talk that up too.

I should modify my statement and say Ford is still figuring out how to sell/market a BEV. I bet Farley's conversation with owners (the one Patrick's and Liv's @Mach-E VLOG YouTube video talks about) will help with that.

 

[Triggerhappy007]

Has anyone ever seen a Mach E commercial? I owned a Chevrolet Volt and a Honda Clarity and never saw a commercial for either of them. Marketing is job one for most companies.

I saw one last night on Peacock about 4 friends in a Blue Mach-E. I didn't really pay attention to it. I don't think it's available online yet. Here's a screenshot but the link is broken:

 

[rickwla]

Has anyone ever seen a Mach E commercial? I owned a Chevrolet Volt and a Honda Clarity and never saw a commercial for either of them. Marketing is job one for most companies.

I just saw a 30-second commercial for the Mach-E while watching Hulu. Since streaming services can target ads very specifically, I don't know how widespread the ad is being shown but it was served to me at least three times over 90 minutes or so.

 

[rickwla]

I saw one last night on Peacock about 4 friends in a Blue Mach-E. I didn't really pay attention to it. I don't think it's available online yet. Here's a screenshot but the link is broken:

That's the one I saw while watching Hulu.

 

[Vulnox]

Agree that the education of the general public is surprisingly low, on personal experience anyway. This past weekend I took a trip to Indianapolis to visit some friends/family. At one point we were with a group that ran in the age ranges of 30-50, and they asked whose car it was, my uncle indicated it was mine and they said it looked great, and he said it was Electric and they were all surprised.

So they both, didn't know it was a Ford, and didn't know it was electric. Despite the opinion of some I encounter, Indianapolis itself isn't some farmland covered land, it's a large city and generally more liberal leaning. It should be an area where there should at least be some familiarity with the car, but nobody seemed to have a clue.

My entire trip I don't think I saw another MME, but a good number of Teslas.

I am not claiming my limited trip to be a solid example of general public knowledge of the MME, but at least in SE Michigan, they aren't super rare and most have at least a passing familiarity with the model. It was surprising how I ran into people multiple times that acted like they have never seen an MME before.

 

[GrayWolf]

I agree. I purchased my MME because it is an exciting car that can get to 60 mph in less than 4 seconds. That's insane and so much fun. I was concerned about range but a performance car that is also practical did it for me.

Most car buyers are not like us. They just want something that looks nice and can get them from point A to point B. I love to drive, and I love driving my MME. To me it is much more than just transportation.

Full-quoting to say "I agree with all of this."

 

[OWG]

Has anyone ever seen a Mach E commercial? I owned a Chevrolet Volt and a Honda Clarity and never saw a commercial for either of them. Marketing is job one for most companies.

Just saw one last night.

 

[MuckyMach-e]

The Mach-E doesn’t even make it into the top 20 EV’s sold in Europe in the first half of ‘23. This chart suggests they sold less than the 17,035 Kia EV6’s sold in 6 months (how much less I don’t know).
https://autovista24.autovistagroup.com/news/tesla-lead-europes-ev-market-first-half-2023/

 

[MacherAWD]

Agree that the education of the general public is surprisingly low, on personal experience anyway. This past weekend I took a trip to Indianapolis to visit some friends/family. At one point we were with a group that ran in the age ranges of 30-50, and they asked whose car it was, my uncle indicated it was mine and they said it looked great, and he said it was Electric and they were all surprised.

So they both, didn't know it was a Ford, and didn't know it was electric. Despite the opinion of some I encounter, Indianapolis itself isn't some farmland covered land, it's a large city and generally more liberal leaning. It should be an area where there should at least be some familiarity with the car, but nobody seemed to have a clue.

My entire trip I don't think I saw another MME, but a good number of Teslas.

I am not claiming my limited trip to be a solid example of general public knowledge of the MME, but at least in SE Michigan, they aren't super rare and most have at least a passing familiarity with the model. It was surprising how I ran into people multiple times that acted like they have never seen an MME before.

I chalk this up to people not watching cable TV anymore. I have been a car guy my whole life and could always name every model, made by every brand and identify on sight. We cut cable 10 years ago, and since then I have no idea what I see on the road. I see virtually no car advertising in my tech consumption.

 

[MuckyMach-e]

99% increase in Q2 ‘23 for Model Y compared to 21% DECREASE for Mach-E in the US! Nuff said.
https://fordauthority.com/2023/08/f...s-figures-results-second-quarter-2023-q2/amp/

 

[Vulnox]

99% increase in Q2 ‘23 for Model Y compared to 21% DECREASE for Mach-E in the US! Nuff said.
https://fordauthority.com/2023/08/f...s-figures-results-second-quarter-2023-q2/amp/

Just about anytime someone says "nuff said" you can be pretty sure there is a lot more that can easily be said.

2nd quarter '23 ended in June, the article is discussing August, and the article also covers that the first 2-3 months of '23 the MME factory was down for expansion. While it wasn't down in the 2nd quarter, there was still a gap because once the factory was back up there is a lag time for production and shipping. Dealers didn't start getting steady MME inventory until mid-May.

That the MME still managed even second place in that situation is pretty solid. The August numbers indicate ongoing strong sales despite the higher price. Still a ways to go to topple the MY, but the MME is still in a solid position.

Sponsored