After being unable to avoid a major dealer markup on a Ford Mustang Mach-E, a potential customer escalated the matter. The Ford director who responded told the potential Ford Mustang Mach-E buyer that it would be easier for them to simply buy a Tesla Model 3 (there are no markings and no haggling with Tesla) instead of pre-ordering the Ford Mustang Mach-E. This is according to a report from our friends Teslarati.
Unfortunately, this is not surprising due to the horrible dealer experience that many electric car buyers experience when trying to buy an electric car from older car manufacturers. For example, look at this horrible story about someone who tried to buy a Ford Mustang Mach-E earlier this year.
In this case, the problem was that Redditor “OrderlyMayhem”, who really wanted Mach-E, found out that Ford dealers would not accept pre-orders of the new EV without adding a checkmark. It was, of course, something he did not want to do. Why pay more than the sticker price? The price, in my opinion, should be what the tag says, especially when you pre-order from the internet. But retailers make their money on fees and markups, and the price is almost never as advertised. As mentioned above, the potential customer contacted a Ford boss for help with the hope that they had a solution. (There were claims earlier this year in response to the story mentioned above that such issues could be resolved if you go directly to Ford.)
The director replied that there was nothing Ford could do to prevent its dealers from adding tags to the electric cars’ MSRP. Then the management admitted that it would probably be better for this person just to pre-order a Tesla, where no such price games take place. Then, of course, Ford lost a customer. Simon Alvarez at Teslarati noted that this is not a unique story. With a quick glance through the comments on Reddit alone, other EV enthusiasts shared their own experiences.
This story brings me back to something I wrote earlier this year about Ford, dealers, and how they are preventing Ford from competing with Tesla in the power market:
“It’s one thing to have a product that competes with Tesla, it’s another thing to have sales experience. And Ford’s old dealership model does not help. “
Although Ford is serious about electric cars, its approach to selling them leaves them frustrated customers and leads elsewhere. Ford dealers stand in the way of their own success in selling electric cars. When even Ford executives tell customers to just buy a Tesla, you know there’s a problem.
Ford works with the dealer model, which is used to getting what it wants and being the only point of access for its customers. That model now scares customers away. In the past, the only way you could buy a new car was through a dealer. Today, customers have many other options and are not afraid to use them.
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