Ford apparently has lured new customers into the brand, following the reveal of the new electric Mustang Mach-E.
Since the electric SUV’s debut in LA, Ford started accepting $500 reservations for the Mustang Mach-E and the interest proved to be surprising for many dealers of the brand.
San Tan Ford, one of the brand’s top dealers in the country, said that they received 47 reservations for the Mustang Mach-E as of Monday morning. “It’s been exciting for the store,” said Tim Hovik to Detroit News. “I’ve been doing this 27 years, and you can kind of count on one hand the times we’ve dipped our toe into a completely new segment.”
Hovik added that two out three reservations for the electric SUV taken at his dealership came from people outside the brand. Ford won’t share however the exact number of reservations it has received for the Mustang Mach-E.
Ford says that the reveal event of its new electric SUV has been viewed 6.5 million times only, with the model’s website visited by 1.6 million people. “We’ve never to my knowledge put this amount of information out for a reveal,” said Matt VanDyke, Ford director of U.S. Marketing. “We’ve never seen high traffic to our website for a reveal. This one is really off the charts.”
“There’s certainly a lot of buzz, which is the most important thing for any new vehicle,” said Karl Brauer, Kelley Blue Book’s auto analyst. “This is exactly what Ford wanted to do, and they seem to have done it. And they’re bringing non-Ford people into Ford dealerships, which is the dream of any automaker.”
The car maker has previously confirmed that the special First Edition of the Mustang Mach-E has been already sold out in the U.S. market and continues to encourage customers to place their order in time, due to the limited sales volume in the first year. Production of the new Ford Mustang Mach-E will be limited to around 50,000 examples out the Hermasillo factory in Mexico during the first year, mostly due to limited battery supplies.
“You can’t ignore 50,000-plus,” Brauer said. “They know that 50,000 is a number that proves interest, and that proves viability. Only Tesla and GM have crossed the 200,000-vehicle mark. If Ford can hit a quarter of that in one model year, if they can get demand for 50,000 vehicles, they get to say they sold a lot, and they get to say they sold everything they could build.”