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Ford to Utilize Augmented Reality to Sell Mustang Mach-E


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【Summary】Summary: Ford is looking to draw new consumers in to purchase the all-electric Mustang Mach-E, while showcasing just how tech forward it can be.

Original Vineeth Joel Patel    Oct 03, 2020 7:30 AM PT
Ford to Utilize Augmented Reality to Sell Mustang Mach-E


Tesla, Chevrolet, Hyundai, Nissan, all of these automakers got a good head start over Ford in the electric vehicle realm. The American automaker, looking to catch up, leveraged one of its most iconic nameplates to create something few other automakers offer – an electric SUV with great performance – with the Mustang Mach-E

Beyond showing that Ford can come out with a competitive electric SUV, the Mustang Mach-E is also being used to showcase just how tech-forward the automaker is. That's why it's looking into new ways to sell the electric SUV.

Shopping From Your Home

To draw a younger, more tech-forward bunch of consumers, Ford has come out with an augmented-reality tool to sell the Mustang Mach-E reports CNET's Roadshow. While Ford's not the first automaker to utilize augmented reality in the automotive scene – Hyundai was one of the first to use the technology to introduce an owner's manual for owners of a 2015 Hyundai Sonata. Still, it's nice to see Ford use the nifty piece of tech to showcase its most high-tech vehicle.

As the outlet claims, Ford is using augmented reality to create an immersive, interactive experience for shoppers. Consumers can use their smartphone to see the Mach-E in 3D and do things like open the electric SUV's doors and hood, and even take a look inside the vehicle. 

This is a nifty service, especially during the coronavirus, because it lets consumers get an in-depth look at the Mustang Mach-E without having to leave their home. Additionally, it gives Ford another dimension for how it can market the electric vehicle.

Mach-E Is Cheaper Than Before

Additionally, the augmented reality system fits neatly with Ford's decision to allow consumers to personalize their Mach-E before taking delivery of it through the automaker's Remote Vehicle Setup function. The feature allows Mach-E owners that are expected to receive their vehicle in the near future to set it up exactly how they want by scheduling charging times at home, finding nearby charging stations, and programming destination into the navigation system.

Beyond letting consumers explore the Mach-E on their smartphones, Ford is also coming out with 10, one-minute long videos that show off certain aspects of the electric vehicle. A few of the features include the EV's range to what kind of software it has. The main goal of these videos is to give consumers a better understanding of the Mach-E before it officially arrives.

At around the same time Ford unveiled its augmented reality feature for the Mach-E, the automaker slashed the price of the electric SUV. Ford announced that the Mach-E Premium RWD and the Premium AWD trims are $3,000 cheaper than before. The Mach-E California Route 1 sees a decrease of $2,000 and the remaining trims, besides the GT, will go down by $1,000. 

While Ford didn't provide any official information on why it lowered the price of the Mach-E, we have a sneaking suspicion the new Volkswagen ID.4, which will carry a starting price tag that's under $40,000, played a large role in the decision.

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