Faced with stiff competition, Ford Motor Company (NYSE:F) has had to slash its upcoming electric Ford Mustang Mach-E crossover price. A $3,000 discount awaits customers who purchase the EV crossover as the automaker seeks to fend off stiff competition from other brands in the segment.
Ford Price Cuts
The automaker cut prices for all its base models except the GT. In addition to the $3,000 discount, the automaker has also confirmed a $2,000 discount for the CA Route 1 models and a $1,000 discount for the select and first edition models.
The automaker has already shared the price reductions with dealerships. The new price changes will be provided to everyone, even those who had reserved a car. However, customers with reservations have until mid-October to make changes to their orders in light of the price adjustments. Ford is currently ramping up production ahead of the first Mustang Mach-E delivery at the end of the year.
EV Competition
By making its EV cars, cheap Ford hopes to shrug off competition from other players. Tesla Inc. (NASDAQ:TSLA) is the biggest player in the EV segment, given that its cars come with self-driving features. Ford has unveiled a series of electric crossovers marking a series of the Mustang badge on its part. Electric cars are in high demand as customers become cautious of the environment in view of the global warming phenomenon.
Ford is not the first company to tweak the prices of its vehicles ahead of the big release. The electric vehicle segment is one of the most dynamic, with new releases coming up every time. Likewise, companies have resorted to price adjustments to remain fully competitive.
Tesla, which has dominated the electric vehicle landscape for the longest time, has also resorted to price adjustments to fuel demand. However, unlike other automakers, the EV giant uses a direct sales model to tweak prices easily. For automakers such as General Motors and Ford that rely on dealers for sales, lots of consultations must occur before any price adjustments are made.