Ford is slashing prices on the Mach E, and we still don’t care lol. But – this is significant & interesting in a gossipy sort of way. Because this is the start of the forced-chain-reaction following Tesla’s substantial price cuts over the last couple months. It’s market correction. Maybe Tesla lowered their prices to widen the gap on competitors? Maybe they did it to boost tanking stock values? But whatever the case – as a forced response, Ford is lowering the price on the Mach E to remain competitive with Tesla. However…

Tesla Model Y price cut

One has to consider that Tesla’s production…

Is smoothly ironed-out at this point. And – Tesla has more profit margin built into their vehicles than most competitors. Translation: Tesla makes generic/repetitive vehicles with bad fit & finish. But… they’ve figured out that a lot of y’all will pay a premium for them. Besides – quality, panel fitment, and customer service is secondary when the car will be obsolete in less than a decade. But anyway… 

Ford EV pricing

Ford decided to play this game…

And has fully embraced new cars becoming… well… essentially like rechargeable Harbor Freight flashlights. Except Ford doesn’t have the luxury of high profit margins on the Mach E yet. There’s less wiggle room. Ford’s first year of the Mockery sorry Mach E production was consumed with problems: From Chinese-made batteries who’s cost spiraled out of control… to conundrum contactor recalls that essentially halted sales for the year (although Ford spun it to seem like ’high demand’). 

Tesla pricing

Ford recently told consumers to brace themselves because the price of the Mach E…

Was going to increase by about 8-grand. But now – Ford’s lowering the price by about 5-grand. In September, Ford’s CEO Jim Farley said that lowering dealer inventory & direct online sales would be the key to lowering the costs of Ford EVs. But that went over with Ford dealers like a lead & fart-filled balloon. So now – Jim Farley & Ford are saying that higher production levels will reduce costs & create attractive price savings for customers. I mean – it’s gotta be one or the other right?

Basically – Ford (and nearly every other manufacturer) chose to step into the ring with Tesla. And to partially quote Brian O’Conner… Tesla can box. So now we’re gonna see if Ford (and the other ones) have the strength/skill to adapt to the fight… and THAT’S why this is interesting. But at the end of the day no matter how this plays out, we all lose, because this is still about dumb cars competing with dumb cars… which they insist is the future lol. 

•check out our free app•  (apple)

S3 Magazine App

•check out our free app•  (android)

Import Alliance car show