Ford Mustang Mach-E Sales Soar After Discounts

At the beginning of this year, the Ford Mustang Mach-E wasn't just one of the slowest-selling EVs in the US; it was one of the slowest-selling new cars, period.

Ford resorted to extreme discounts to sell the E-Mach, and their effects reaffirmed something increasingly obvious: EV demand is hindered by poor affordability. I Photo: Ford

Ford resorted to extreme discounts to sell them, and their effects reaffirmed something increasingly obvious: EV demand is hindered by poor affordability.

The Mach-E started well but lost momentum, with sales failing to increase meaningfully between its second and third years on the market. This led to an oversupply of 2023 models, leaving dealers with excess inventory right as demand for EVs seemed to plateau in 2023.

The Mach-E peaked at a market day supply of 404, making it the slowest-selling EV in the US at the time, reported James Gilboy for The Drive.

Ford had to take drastic action to boost sales, slashing $5,900 off the Mach-E's price in January and offering deals like zero-percent APR financing with $3,000 off. While Ford's Q1 sales aren't published yet, early signs suggest the discounts had a significant impact.

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