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Ford Mustang Mach-E Helping Brand Reach New Buyers

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【Summary】In addition to cementing Ford’s place in the modern world as a serious competitor in the electrified scene, the Mustang Mach-E is drawing a new set of customers in.

Original Vineeth Joel Patel    May 02, 2021 7:00 AM PT
Ford Mustang Mach-E Helping Brand Reach New Buyers

The Ford Mustang Mach-E is an incredibly important vehicle for the American brand. Competitors like Tesla and General Motors have gotten off to better starts with their electric cars, leaving Ford to play catchup. The automaker certainly caught up quickly with the Mustang Mach-E. Leveraging the brand's most iconic name and putting it on a crossover body with an all-electric powertrain was a gutsy move, but it's paid off for Ford. According to a report from The Verge, the Mustang Mach-E is helping Ford draw in new buyers.

Drawing New Customers In

The automaker told the outlet that 70 percent of Mustang Mach-E buyers were new to the brand. That's a large increase over the 2020 Ford Escape, which accounted for 39 percent of new buyers to the brand.

While this may seem like a small thing, it's a big deal for Ford. One, it shows that the automaker's recent issues with Mustang Mach-E delays haven't deterred consumers. Modern consumers tend to be more willing to accept delays and issues with vehicles, as long as the product is worth the wait. That appears to be the case with the Mustang Mach-E.

Second, it reveals that traditional automakers are capable of battling in the hot all-electric scene with a good EV. All of this is good news for Ford, which is looking to introduce an electrified version of the F-150 before the end of this year.

Chip Shortage Could Be An Issue

Ford hopes to sell 30,000 Mustang Mach-E EVs in 2021. So far, the automaker has sold more than 7,000 units of the electric crossover. If the brand manages to hit its goal and retain its 70-percent new buyer figure, that will indicate that Ford has a promising future against the oncoming onslaught of electric cars. If, on the other hand, Ford doesn't manage to hit 30,000 units sold, that's a bigger indicator that the large number of new buyers were simply interested in getting the newest vehicle and don't really like the EV all that much.

We don't see this being the case, but Ford may not hit its Mustang Mach-E goal because of the current chip shortage. The American automaker believes that production will drop 50 percent in the second quarter of 2021 because of the shortage. Ford will undoubtedly attempt to prioritize important vehicles, but seeing as how the F-150 was affected by the shortage earlier this year, there's only so much automakers can do.

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