Sales of the Mustang Mach-E have skyrocketed since Ford offered up to $8,100 in discounts on older models
In order to clear out 2023 inventory, Ford announced discounts of up to $8,100 on the Mustang Mach-E. The discounts have really worked, and sales of the electric crossover have increased by as much as six times in recent weeks. Although it proves that consumers want EVs, as long as the price is right, it's also costing Ford a lot of money. Fears surrounding Americans' willingness to adopt electric vehicles came starkly into focus in 2023.
Weekly counts, which had been in the 300s, jumped meteorically to above 1,000 . While it may not be surprising that consumers prefer cars when they cost less, it highlights a difficulty facing the EV segment. Over the course of the last year, consumer concerns around electric vehicles shifted away from range and are now focused on price. Edmunds reports that some of the buyers who are the most open to buying an EV, 18-to-34-year-olds, are being prevented from buying them due to high prices.
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