Ford attributes low Mustang Mach-E sales to high pricing

Ford Australia has identified high pricing as the primary obstacle to the sales success of the Mustang Mach-E electric SUV. Despite a booming electric vehicle market in Australia, where EVs recently became the top-selling powertrain, the Mustang Mach-E has seen limited uptake.

Through August, Ford delivered only 167 units of the Mustang Mach-E, priced between 65,990 and 98,490 AUD. This figure is significantly lower than the 727 units of the Porsche 911 sports car sold during the same period. In contrast, the Tesla Model Y has led the market with 31,454 sales since the start of the year, benefiting from a lower price range of 58,900 to 89,400 AUD.

Fadi Mawal, Chairman and CEO of Ford Australia, stated that the vehicle is one of the best in its segment but noted that its cost is significantly higher than competitors. He emphasized that while some customers are willing to pay the premium, the volume of buyers is insufficient due to the price gap, particularly as the model is positioned as a practical family SUV where cost is a major consideration.