Transition Phase Mach-e to Fathom

[dan_meh]

Review below.

The review prompted a question in my mind: if the Mach-e is supposed to carry the electric performance brand, how is it going to weather this kind of review?

Details:
I agree with the review, as far as it goes AND by the framing Ford gave her, literally. She was given a GT California Edition: performance for Ford fans. She says, “In this economy?” She couldn’t find the value.

If you’re shopping for value in a performance EV, she’s right. A new Mach-e GT California Edition is not for you. You want a rear wheel drive Select new and a RWD extended range premium used.

If you’re shopping for reliability, my experience and Consumer Reports scores show that Ford builds reliable electric cars. New car reviews rarely touch on reliability, so the review is simply true to form, but it’s too bad. There are lots of used Mach-e cars on the market.

The review also accuses the Mach-e of having an aging technology platform. There’s no denying it. The platform is going on 6 years old now, and Ford is developing the step-change platform. I think everyone in this forum knows it’s old, but I understand that the review speaks to more than the forum, so the review had to touch on it.

Aging platforms give you (saying it again) reliability. The time has given Ford the opportunity to refine. The motors are more efficient than the older models. They solved the high voltage junction box problem. They have updated the software. Buy used to get the proven platform!

I don’t blame the reviewer for this. Ford handed her the top-top of the trim line, the hot performance model, costing big bucks, Canadian or US. So that’s what she reviewed.

Ford is going to go through an awkward transition. They’re rolling out a new platform, new vehicle, and new assembly process all at once. That’s hard on reliability scores. So for a couple of years, the value play is going to be used and have a Mustang horse on it. In the new market, will Ford…

• Quit the Mach-e?
• Sell only GT models to differentiate between UEV (value, new) and Mach e (performance).
• Slow roll the SUV shape on UEV to allow a graceful exit for lower trims of the Mach-e?

Sponsored

 

[Jimrpa]

Think about what the Mustang brand is - youthful, sporty, and performance in higher trim levels. From what I’ve heard and seen about the new pickup, I’m not sure that platform would support a vehicle like Mustang, unless ford radically redefined the Mustang brand.

 

[4sallypat]

Very good point!

I agree that the $28,350 price point of the Fathom vs. double priced Mach E will be a tough pill for Ford.

Differentiating Mach E and Fathom will be the only way to keep sales for both.

I say:

• Sell only GT models to differentiate between UEV (value, new) and Mach e (performance).

Sponsored