If Demand For Ford's EVs Is Truly Shrinking, Ford Needs To Understand Why

Ford’s best selling electric vehicle (EV) right now is the Mustang Mach-E, yet Ford is struggling to move them. I interviewed a brand new Mach-E Owner who purchased one as her first ever EV. Her story may shed light on why Ford is struggling.

Basically, Ford “crushed it” in previous years with conquest sales that saw 50-70% of its EV sales going to people who were new to the brand. The same may even be true right now (though if so it isn’t proving to be enough to grow their sales volume). But I would like to contrast what Ford Authority wrote about Ford’s conquest sales a year ago. I humbly suggest that Ford actually needs to focus more on its core customers, the fans of the brand or even the models that Ford is adding plugs to. I say this because I gather from those conquest figures that an overwhelming number of Ford’s customers are repeat customers, customers that feel a connection or loyalty to their Ford vehicles and the Ford brand. If Ford really wants their plug-in vehicle sales to take off, they definitely can’t get there without bringing their repeat customers along with them.

But speaking of taking off, let’s get to that interview. My sister-in-law is the person I mentioned above and she just bought her first EV, her first brand new car ever in fact, a gorgeous blue Mustang Mach-E. Here’s what she has to say about this experience. 

How did you learn about the Mach-E? 

I grew up loving and owning Mustangs, so I always have an eye out for new models and have been curious about it since it came out in 2021. 

Why did you choose the Mach-E and what trim/package(s)?

It's all about the Pony emblem :)... well that and more. I did a lot of research online and was hooked when I finally drove it. I love the look of it, and it met all my needs for storage, range and "get up and go"!  and it still has some of the nostalgic Mustang features integrated into the new design. I was going to get the California Route 1 model, but I chose the GT AWD-Extended Performance package to get the extra horsepower and torque (because who wouldn't want that lol) but mostly because I preferred the exterior sporty trim, interior color, and wheels. 

Were there other EV’s you were interested in?

Yes, I researched a lot of EV's, and narrowed choices down to the Mach-E, Tesla Model Y, EV6, and Ioniq5.

You never owned a plug-in or hybrid vehicle before, so what convinced you to switch to an EV?

It was time to upgrade to the new technology and not use gas anymore. Plus, I've learned a lot about how great EV's can be from family and friends. 

What was your buying experience like and did the dealer seem to know a lot about the Mach-E and its features? 

Besides taking several hours to complete the process, it was enjoyable. The staff were friendly and knowledgeable about the Mach-E and even helped me get the FordPass phone app setup.  

Did the dealer charge you a “market adjustment” (or other extra fees that raised the price above MSRP)? 

No.

Did they have accurate information about any government incentives or incentives from Ford?

Yes.

How much did you pay for your Mach-E? Were there extra options you wanted that increased the price?

65,000....yes the performance package added about 3,000 to the standard GT price.

So, here’s an example of how a repeat Ford owner, a fan of the Mustang model in particular, took the leap to buy her first electric car. I would argue that she chose it over competing brands and models because it represented, to her, the value that this specific brand represents, its power, beauty, and performance. While Ford needs to attract new customers to grow its plug-in sales, it also needs to offer up options that its core customers will love and will connect them to their history with the brand as they take a step into the electrified future with Ford. Maybe that means more plug-in and standard hybrid versions of their best selling trucks and SUVs along with a few all new EV models too.

What do you think readers, would a plug-in hybrid F-150, Bronco, Explorer or Ranger attract your interest? If so, what kind of specs would it need to have? What about standard hybrid models, or fully electric? Would you be more likely to consider a Ranger or Maverick EV pickup, or a rugged Bronco or Explorer EV instead of another brand’s offroad EV? Leave your comments and questions below.

Image courtesy of Justin Hart.

Justin Hart has owned and driven electric vehicles for over 15 years, including a first generation Nissan LEAF, second generation Chevy Volt, Tesla Model 3, an electric bicycle and most recently a Kia Sorento PHEV. He is also an avid SUP rider, poet, photographer and wine lover. He enjoys taking long EV and PHEV road trips to beautiful and serene places with the people he loves. Follow Justin on Torque News Kia or X for regular electric and hybrid news coverage.