Before it even launched in Australia, Ford slashed as much as 8 thousand dollars off the price of the Mustang Mach-E, and now it’s the dealer’s turn.
If you build a Ford Mustang Mach-E on their website today, the Mach-E Select RWD model, with the optional A$700 Gabber Blue paint, you’ll see a price of $72,184, but this is just an Estimated Drive Away Price.
The actual drive away price is negotiated by the dealer. A Ford dealer in Penrith (Sinclair Ford Penrith) has posted this afternoon a discounted Mach-E.
Their original price was $72,464, now slashed by A$2,400 to a driveaway price of $69,990. The Mustang Mach-E has sold just 544 units in all of 2024 according to VFACTS September figures. This represents just 60 per month, or just 1.99 per day, across Australia, for the 273 days between Jan 1 and September 30th.
By comparison, the market leader, the Tesla Model Y offers their entry model for just A61,200 driveaway, a gap of $11,264 compared to the website prices today (NSW) and still a delta of A$8,790 after the discount from Sincliar Ford.
Tesla has also shipped 12,516 units in the same time, an impressive 2200.74% more than Ford. The challenge for Ford also comes from China, with a Zeekr, Xpeng, Chery, Aion, Geely, Leapmotor, Nio, to name a few, adding to the popular BYD.
The core problem here is that this generation of Ford’s Electric Vehicle platform is too expensive to produce. The Mach-E is the first consumer EV that Ford has shipped into Australia and unfortunately their entry was late, expensive and lacks the technology and charging options available elsewhere.
