Since going on sale in 2023, Ford moved a mere 26 Mustang Mach-E, prompting a reduced price of their new all-electric SUV. Mustang Mach-E is Ford’s first toe into the murky waters of Australia’s electrification process, but was not Ford’s first EV globally.

Until the dissolving of the previous government, electric cars and renewable energy were demonised, a process the conservative parties continue to this day. Much of the world has increased the pace of transition, and the wasted decade sees Australia a backwater of technology that no car makers wanted to invest in. In fact, the recent adoption of a date by which Euro 6 will be enacted, was seen by some as the end of Australian utes and trucks. Europe has managed easily, and so will this big, sunburnt, country.

EV charging facilities are popping up like mushrooms. They’re intended to supplement home charging which is what most buyers will want. EV owners in apartment blocks will be more likely to rely on paid public fast charging, something that is damaging to batteries regardless of what car makers claim.

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ABOVE: 2024 Mustang Mach-E

The real challenge to mainstream brands is the emerging Chinese brigade whose electric models undercut the cheapest established mode prices by many tens of thousands of dollars. The next decade promises to be one of major change.

There are those who say “Mustang” should never have been attached to a sport car heritage. Ford certainly had a range of names to choose from if heritage was what they wanted, perhaps reviving a defunct brand, but alas some models simply fail to catch the public eye.

To make Mustang Mach-E a little more attractive to buyers, the entry level “Select” is now a massive $7,000 cheaper at $72,990. It will join the long-range Premium model ($86,990), both now under the Luxury Car Tax (LCT) threshold. The range-topping GT has a 358kW dual-motor drivetrain, and will drop by $2,675 to $104,990.

With two models below the LCT threshold, two Mustang Mach-E models will also now qualify for the Electric Car Discount, and exempt from Fringe Benefits Tax (FBT).

Mustang Mach-E has up to 600km of range, fast charging capabilities, and an impressive list of inclusions. Such a dramatic adjustment in price is usually seen going in the other direction. It suggests Ford’s desire to meet the market, the Mustang Mach-E having stiff competition, especially from the Korean brands. Hyundai, Kia and Genesis all have electric models with similar performance, with some of the models cheaper than Mustang Mach-E by a substantial margin.

The industry darling is Tesla, for better or for worse. Tesla sold 46,116 Model 3 and Model Y EVs in 2023 and although BYD is catching up, Tesla remains the EV-maker of choice. Tesla discontinued the Model S and Model X in Australia, cancelling all existing orders. Entry level for teslais price reduction is a major positive for our customers and demonstrates our commitment to delivering the best products and great value to our customers. As the EV market continues to evolve, we are responding to it,” said Andrew Birkic, Ford Australia President and CEO.

Other car makers will be watching Ford as it transitions from the Ranger car company. Unlike Holden which didn’t survive the change from being solely a sedan maker, Ford saw the writing on the wall, bringing SUVs and utes to the showrooms. Holden remained the commodore car company throughout its painful death throes, while Ford ditched Falcon, moving Ranger to the front of the showroom.

It remains to be seen as to whether or not buyers will accept “Mustang” as an electric SUV-style vehicle. Will the price drop be sufficient to fan the Ford embers into a comforting blaze? Or, will the new Chinese brands see off those established nameplates in a flurry of discounting?

Mustang Mach-E has not had a full year of sales, but this price drop is enough to signal that warning bells have been ringing at the HQ in Melbourne.

New Price showing reduction

Mach-E 23.75MY Select Premium GT
Current MLP (superseded) $79,990* $91,665*^ $107,665*^
New MLP $72,990* $86,990* $104,990*^
Reduction $7,000 $4,675 $2,675

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