Ford cuts BEV model pricing again

BY MATT BROGAN | 3rd Jun 2024

FORD Australia has again taken the axe to the pricing of its battery electric vehicles (BEV), slashing the stickers of its Mustang Mach-E SUV and E-Transit van ranges by as much as $15,000.

The action sees the Mustang Mach-E range commence from $64,990 plus on-road costs, a fall of $8000, while the mid-tier Premium grade now starts at $79,990 and the flagship GT $97,990, both down by $7000.

Ford Australia has sold just 223 examples of the Mustang Mach-E to the end of April, well behind the segment-leading Tesla Model Y with 8001 unit sales.

It is the second time since December that Ford has cut pricing of its Mustang Mach-E range.

Ford Australia cut up to $7000 from the original sticker price of the Mustang Mach-E late last year, the model range initially launched in Australia with a recommended retail price of $79,990, the Premium variant at $91,665 and the GT $107,665 (all before on-road costs).

It is understood that a facelifted version of the Mustang Mach-E line-up will make its way into Australian dealerships before the end of the year.

For the E-Transit commercial van, the list price now starts at $89,990 – a whopping $15,000 cheaper than before.

The news comes on the back of price cuts across several importers’ electric vehicle ranges across the recent months.

Polestar recently cut as much as $15,000 for its Polestar 2 range, BYD $6000 from its Atto 3, GWM $4000 from its Ora, Subaru $8000 from its Solterra – even before the model was officially on sale – and Hyundai $12,000 from its Ioniq 6. Peugeot lopped around $25K off its E-2008, MG moved to less expensive drive-away pricing and Tesla prices have been in freefall.

Ford Australia did not provide a reason for the heavy discounting of its BEV range, saying simply that the reduced pricing made the models “more affordable for households and businesses”.

“These MLP price reductions offer even greater value to our customers, and it makes these great vehicles an option for more people,” said Ford Australia president and CEO Andrew Birkic.

Ford also recently announced it is supporting customers with at-home infrastructure via a partnership with charging specialists Evie.

The partnership provides a solution for both Evie in-home chargers and public fast charging vouchers at Evie branded public chargers.

“Being able to avoid the cost and inconvenience of the petrol station and just plug in while you’re at home is a big value-add for EV owners, so helping our customers to facilitate home charging while they’re at the Ford dealer makes perfect sense,” added Mr Birkic.