Mustang Mach-E Reservation Numbers Show Luke-Warm Interest In Electric Crossover
Much has been written and discussed about Ford’s launch and introduction of their all-electric crossover Mach-E. Note: I didn’t call it by the entire name of Mustang Mach-E as I am with the thousands of others who refuse to accept the Mustang name and badge being dropped onto a four-door, all-wheel drive crossover.
And as Ford has battled internal strife over using the hallowed Mustang name, the company has publicly been aggressive about the promotion of the Mach-E (as they should be). They released some general, loose numbers back in December that seemed to show there was a niche audience for the Mach-E. I don’t doubt that there is a specific buyer who will want this vehicle. And truth be told, I’m not opposed to the Mach-E nor do I want it to fail. I just don’t want it called a Mustang. But again, enough has been written about this.
I first reported that first edition Mach-Es has been sold out. That is true. But, I’ve been given some initial reports on sales reservations for the Mach-E and they’re uninspiring. An anonymous source with knowledge of the reservation numbers tells me that just over 1,500 reservations were initially taken, and that accounts for Ford touting that the first editions were sold out.
However, the more disturbing numbers is that, according to the same source at Ford, that number represents 18% of total sales reservations so far, which would mean that Ford has taken just over 9,100 reservations for this all-electric crossover.
See the Mustang Mach-E coming at a car show near you
The Mach-E has begun making the rounds at the bigger car shows throughout the country. It was recently at the Washington (D.C.) Auto Show but was blocked off and nobody could get inside of it.
There’s a great deal of skepticism regarding and that has led to some customers to cancel their reservations and ask for their $500 to be refunded. Although, it’s likely these auto show display vehicles are prototypes and the PR folks would not allow consumers inside as such. That’s pretty stand operating procedure at auto shows, although as a journalist, I appreciate being able to sit and touch things inside all vehicles. It helps me get a feel for the fit and finish and functionality of these vehicles. I will be at the Chicago Auto Show next week and hope to get some seat time inside the Mach-E and offer my fair assessment of this vehicle.
If consumers don’t feel confident in getting quality time with the Mach-E, especially with this being a brand-new vehicle, Ford should work to address that. Be transparent and proud of this vehicle, since a lot seems to be riding on this vehicle’s success. As such, not being accessible at car shows for consumers feels suspicious.
Likewise, the Mach-E has not been at many, if any, dealers yet, but there’s an expectation and push for those dealers to talk it up and take reservations. I have heard from a couple dealers who have expressed concern about that and they also admit there has not been much enthusiasm regarding the Mach-E.
We know from stats released by Ford that 25 percent of all reservations for the Mach-E have come from the state of California. That is not surprising and the feedback I’ve heard from here in the Midwest has been less enthusiastic.
The Mach-E, with a starting price just under $45,000 is expected to go on sale, which means on car lots, late in 2020 as a 2021 model year. Those who placed their orders will take delivery of their vehicles first. There is a Mach-E GT version, which has been a popular option amongst the early reservations, but that high-performance version is not expected until sometime in the summer of 2021.
See you in my next story where I discuss the current Ford Mustang categorization of a pony car, muscle car and a sports car.
Jimmy Dinsmore has been an automotive journalist for more than a decade and been a writer since the high school. His Driver’s Side column features new car reviews and runs in several newspapers throughout the country. In addition to being a nationally syndicated automotive columnist, Jimmy has been published in a compilation book about children growing up with disabilities, where he shared his own very personal experience. He is also co-author of the book “Mustang by Design” and “Ford Trucks: A Unique Look at the Technical History of America’s Most Popular Truck”. Also, Jimmy works in the social media marketing world for a Canadian automotive training aid manufacturing company. Follow Jimmy on Facebook, Twitter and LinkedIn.