Sales of the Mustang Mach-E have fallen short of Ford's initial expectations, leading the brand to shift its approach to selling EVs and PHEVs through dealerships
in China, believing that it could dethrone the Tesla Model Y by selling it directly to consumers through its ‘Ford China 2.0’ plan. However, the car manufacturer has since abandoned this sales model and the Mustang Mach-E is selling in far more limited numbers than Ford had expected., mimicking the successful strategy pioneered by Tesla. It also launched an EV subsidiary in Nanjiang around the same time and soon after, launched the Mustang Mach-E onto the local market, priced from 265,000 yuan .
Fast forward to 2023 and Ford is only selling a few hundred Mach-Es in China each month and its market share of the local EV space has fallen to a mere 2%.that Ford shut down its direct-sales business in China last month. As such, the Mustang Mach-E, as well as other local electric offerings like the Ford Evos SUV and Escape PHEV, will be sold through dealerships.“Their EV strategy for China was the Mach-E.
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