If you have a Mach E and feel screwed by the price slash, call Ford, or don't. LOL

[Regularmache]

How is this any different then $12k rebate or discount at end of year we are accustomed to on an F150 Summer Sales Event?
Prices can and will fluctuate. Especially with a new vehicle. Buy 3-5 years old and you don't ha e to worry. My First Edition and our GTPE was worth what I was willing to pay for it. If I look back and dwell on changing market conditions, I end up in a pity cycle of regret. I can't tell you how many people I know paid thousands more for the same vehicle a savvy car buyer bought from out of town or even halfway across the country with a dealer that doesn't stick an Addendum Sticker on. Win some you lose some.

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[Thunderbuck]

Disaster for who? For other OEMs sure, but great for consumer looking to get into EVs. We wanted cheaper EVs, well, here they are.

Maybe, but at the cost of some consumer confidence and a lot of pissed-off current owners who saw their resale go in the toilet.

It certainly did a number on Hertz; their Tesla rentals were the best “test drive” you could get. I’ve done two separate week-long rentals with them myself. But when Elon whacked off so much it devalued their fleet by millions.

 

[Ghost Ryder]

Maybe, but at the cost of some consumer confidence and a lot of pissed-off current owners who saw their resale go in the toilet.

It certainly did a number on Hertz; their Tesla rentals were the best “test drive” you could get. I’ve done two separate week-long rentals with them myself. But when Elon whacked off so much it devalued their fleet by millions.

People are irrational. Were they going to sell their cars and not buy another one? They rather sell high and buy high than sell low and buy low. All evens out.


Yeah, but the thing is if people were renting EVs, they would have to replace those used-up EVs with new EVs. And the new EVs would have been cheaper to buy. So it should be a wash. They didn't buy more EVs because people weren't renting them, not that the resell value decreased.

 

[RickMachE]

It certainly did a number on Hertz; their Tesla rentals were the best “test drive” you could get. I’ve done two separate week-long rentals with them myself. But when Elon whacked off so much it devalued their fleet by millions.

Malarkey. You're responding to clickbait titles, stories put out to accomplish a mission.

Hertz bought Teslas to avert focus on their bankruptcy (one of two). Then, they rented them to consumers without providing education, including how to charge them if you used the entire charge up. Then, they didn't equip their locations with chargers and had to sit at public chargers. Then, they sold off their used vehicles like they always do, and people with agendas wrote slanted stories on them. Clickbait.

 

[ctenidae]

I get being annoyed at price changes. What I don't get is any thought that Ford ought to do something about it. Pretty sure perpetual price protection isn't a feature.

 

[Crashxx]

My house is worth considerably more than what we paid for it 24 years ago. But in 2008, its value dropped below what we owed on the house at the time. I didn't whine about it. I didn't demand that the sellers, or the bank, give me money back. I rode out the dip in the market and eventually things recovered and now it's worth a lot more.

My point is that values can go up and down, in any market. Usually car values just go down, but it is the rate of depreciation that varies. The pandemic, with limited supply impacting both the new and used car market, severely skewed prices and expectations. We're just now getting back to something that resembles normal market forces.

The reason that your post seems to have struck a nerve is because you are coming across like an entitled Karen asking to see the manager. If you already were planning on keeping the car for 10+ years, then why does it matter to you that Ford cut the price of the car? It's not like you were planning on trading the car in this year or next year or even the year after that. The only reason why the more-than-normal depreciation on the car might matter to me is if I got in an accident and my insurance company had to total it, and the check they wrote me would be for less than what I had remaining on my loan. That's a worse case scenario, which could apply to any car I buy and finance.

Its entitled Ken, thank you very much. LOL

 

[Crashxx]

You own 100s of properties and you are upset about losing value on your Mache and you called Ford to get some money back from them. Right.

I don't know about you but I always try to get/maintain the most value in anything I buy. I guess you'd let your car(s) sit outside during a hail storm and no big deal because deminished value is no concern of yours? I didn't say "Ford screwed me". Its the way it went. And I guess all of those who got the "goodwill" payments are justified but me just calling to ask about it gets crucified? Come on, really?

 

[JPT]

Got my loaded GT April, 2023. KBB shows its only worth $48k just 10 months later. So a $20k drop. I think the folks that have loans might want to look in to GAP insurance. It's a drag, yes, but it is what it is. We really enjoy ours and also enjoying >$20/month power bill. For curious minds go build one and see the add ons. There's a lot more things you're paying for too including the Blue Cruise.

 

[Blue highway]

I don't know about you but I always try to get/maintain the most value in anything I buy. I guess you'd let your car(s) sit outside during a hail storm and no big deal because deminished value is no concern of yours? I didn't say "Ford screwed me". Its the way it went. And I guess all of those who got the "goodwill" payments are justified but me just calling to ask about it gets crucified? Come on, really?

In your original post you say... I had never owned a Ford until then. Not sure after this if I'll buy another one. I do understand prices tend to come down over time, especially on products with lots of tech, but this seems ridicules.

You didn't seem to understand the mechanism driving the price cuts... All EVs have dropped about the same amount because of the price drops from the gorilla in the industry. Really what do you expect Ford to do? Keep prices where they are and sit on two years of inventory? They have to cut prices to move the glut of inventory. Even if they didn't do anything to the price of new MMEs, your (and mine) resale value has dropped because alternatives now cost 20% less. This is aggravating but I don't blame Ford. In your post you do. Just one guys perspective on why the push back.

 

[Rudy Bega]

I used Ford Options for financial arrangement, can give it back and get a cheaper one. Anyone else think this?

 

[Annette702]

We are approaching our 1 year anniversary with our Mach E GTPE. Watching the price drops is making me sick. I totally understand that generally vehicles are poor investments. However, I certainly didn't expect the drastic depreciation on a Ford. Maserati, or the like, absolutely, but not Ford. I can buy a new GTPE for around 18K less than we paid for ours. And if I wanted to trade it in, with 5500 miles on it, I would probably take a 50% hit. I called Ford to see if they were doing anytihing for those of us who purchased at the higher price. While they do not have any plans of doing anything, the agent did tell me they were taking notes for the powers that be. He also said he was seeing several calls for the same reason. Maybe if enough of us call and complain something will happen. In the past year and a half we have spent around 300K on Ford vehicles. I had never owned a Ford until then. Not sure after this if I'll buy another one. I do understand prices tend to come down over time, especially on products with lots of tech, but this seems ridicules. If you want to call Ford, here is the number. (800) 392-3673

I honestly can’t believe you actually called Ford to ask if they were doing something for those who bought at a higher price. No automobile is an investment. Ford or any other car maker owe you nothing Just because you purchased your vehicle when you did. Have you taken a look at the economy over the last three years or so? Generally you sell when prices are high and buy when prices are low. you did it backwards. that wasn’t Ford’s fault. all auto makers are taking a hit right now, which is exactly why I haven’t pulled the trigger to purchase a new EV. Waiting for market stability is challenging, especially because I’m an impatient person. At this point I’ve been waiting three almost 4 years… A little longer isn’t going to hurt me. You can’t expect Ford to help bail you out of your poor financial decision.

 

[stealthytolkien]

I have a slightly different and more provocative perspective to offer.

Tesla (whether it’s better in some ways or worse) is undoubtedly the leader in EV sales. That is a fact. They’ve also had a decade of head start over other companies in this regard.

So, if Ford or anyone else is launching their cars at absurd prices like $60k-$80k, the buyers should have known that they are making a purchase that is going to result into them taking a bath financially.

This is another reason why Ford MME has been a failure when it comes to sales. To fight the incumbent, if you believe in your product, they should have launched it such that the top trim of MME (GTPE) should cost $10k LESS than the top trim of Tesla (Model Y Performance). Tesla spends $0 in advertising. Ford should double down on that. Empower their service centers. Educate them. Show real investment and results improving the charging infrastructure (a long term play sure). Add to that little things like constant scheduled updates. Quick feature rollouts, etc. Tesla rolled out features at the speed of light. Little things made a big impact ultimately. Ford already had a lot going for it. It’s an excellent excellent car. Well made. Fully stacked with safety features even Tesla lacks and yet…

When people saw Teslas everywhere they went and bought more of them (yes, gas prices were a reason!). More MME on the road, the more they would have sold.

But they didn’t. And as people found out more and more about how LITTLE they are selling, the demand fell even more.

Are we surprised?

I won’t be surprised if price cuts continue until they minimize losses and wind this whole thing down and cancel the model.

 

[jay1122]

they should have launched it such that the top trim of MME (GTPE) should cost $10k LESS than the top trim of Tesla (Model Y Performance). .

MME does not have the profit margin any where near the Model Y. $10K below MYP sure sounds great, but you are actually losing big money for every car you sell. No valid business will make that kind of decision to corner the market. The profit from the ICE department can only cover so much. And this is a public company, you have to answer to shareholders. Ford probably haven't even made the money spent on the EV R&D back.

Ford should just reduce the factory supply. Once the demand meets the supply, the used car price won't tank as much. But idling assembly line also cost real big dollars. Ford probably signed contracts with different suppliers too. Tough decisions.

 

[stealthytolkien]

MME does not have the profit margin any where near the Model Y. $10K below MYP sure sounds great, but you are actually losing big money for every car you sell. No valid business will make that kind of decision to corner the market. The profit from the ICE department can only cover so much. And this is a public company, you have to answer to shareholders. Ford probably haven't even made the money spent on the EV R&D back.

Ford should just reduce the factory supply. Once the demand meets the supply, the used car price won't tank as much. But idling assembly line also cost real big dollars. Ford probably signed contracts with different suppliers too. Tough decisions.

Tesla didn’t turn profitable until after the first decade of being in business. And you’re talking about a company that’s been making cars for over a 100 years.

If MME was sold like a loss leader for the first couple of years, that loss would have been picked up by trucks? All I’m saying is that no matter which way you look at this, it’s a delusion that Ford thought that someone in their right mind (with Y sitting right next to it!) is going to drop $70-$80k for it to begin with (it’s not THAT good of a luxury car IMHO). Of course not enough people did. Sales dropped. Demand dropped because Mach-E was a rare sight on the roads. No advertising. Not enough marketing. Poor reception overall even by the dealerships. Question is - do you want to beat the incumbent or not? I think Ford was never able to answer that question.

And NOW they’re dropping prices? So, an early loss that could have helped boost sales is now being taken AFTER the damage has been done. What’s the point now other than minimizing the damage? I’m in agreement with you that these must have been tough decisions. But we are talking Ford. It’s as risk averse and inefficient as it gets.

Ford vs. Ferrari nailed conveying this message.

 

[Mach1E]

I have a slightly different and more provocative perspective to offer.

Tesla (whether it’s better in some ways or worse) is undoubtedly the leader in EV sales. That is a fact. They’ve also had a decade of head start over other companies in this regard.

So, if Ford or anyone else is launching their cars at absurd prices like $60k-$80k, the buyers should have known that they are making a purchase that is going to result into them taking a bath financially.

This is another reason why Ford MME has been a failure when it comes to sales. To fight the incumbent, if you believe in your product, they should have launched it such that the top trim of MME (GTPE) should cost $10k LESS than the top trim of Tesla (Model Y Performance). Tesla spends $0 in advertising. Ford should double down on that. Empower their service centers. Educate them. Show real investment and results improving the charging infrastructure (a long term play sure). Add to that little things like constant scheduled updates. Quick feature rollouts, etc. Tesla rolled out features at the speed of light. Little things made a big impact ultimately. Ford already had a lot going for it. It’s an excellent excellent car. Well made. Fully stacked with safety features even Tesla lacks and yet…

When people saw Teslas everywhere they went and bought more of them (yes, gas prices were a reason!). More MME on the road, the more they would have sold.

But they didn’t. And as people found out more and more about how LITTLE they are selling, the demand fell even more.

Are we surprised?

I won’t be surprised if price cuts continue until they minimize losses and wind this whole thing down and cancel the model.

Huh?

In 2021 and 2022 they sold every Mach E built at MSRP or above with a 6 month plus waiting list.

Why should they have launched it for $10k less than a model Y?

That’s just crazy talk.

Now in 2023, knowing how it turned out, they should have dropped prices more and more quickly.

But that’s hindsight.

When Tesla did a huge price drop at the beginning of the year, it was impossible for Ford to know how long it would last and how it would turn out.

The market did a completely unprecedented U turn from 2022 to 2023. It is easy now to play the “you should have done this” game now.

That said, Ford sold 39k in 2022 and 40k in 2023. They just overproduced.

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