Ford Warns Dealers To Not Advertise Mach-E BELOW MSRP

Although the first deliveries of the 2021 Mustang Mach-E are still about a year away, Ford is taking an unusual approach with how it will require dealers to advertise its first all-electric SUV. Unlike every other Ford model, a bulletin sent to dealers reveals the brand doesn't want them advertising the Mach-E below MSRP.

According to Ford, the move is meant to "be competitive in the battery electric vehicle space by transacting in the way customers want to transact." For reference, Tesla advertises its vehicles at MSRP, although the brand has often employed questionable practices in order to showcase artificially low prices.

dumpsty - 12/6/2019 4:33:53 PM

+3 Boost

Understandable.

Ford doesn't want lower transaction pricing to be perceived as a means for getting consumers to purchase the new EV. Like when you can get a just-released pickup with a $10k discount.

Ford is telling dealers now. Sell the Mach-E at or above MSRP. If you cant then ship it to a dealer that can.

MDarringer - 12/6/2019 6:29:52 PM

-1 Boost

Umm NO. That's not what they are saying.

skytop - 12/6/2019 10:33:11 PM

+1 Boost

But note that Ford did not prohibit Ford dealers from charge premiums above the MSRP!

MDarringer - 12/6/2019 10:56:31 PM

0 Boost

And unfortunately that BS will happen with unscrupulous dealers. We give priority to customers that have purchased multiple times from us and we don't price gouge. They are incredible ambassadors for our company. Once gouge sale taints an entire dealership.

dumpsty - 12/9/2019 9:09:30 AM

+1 Boost

right. no limit on purchase price premiums over MSRP.

Ford does want to see just how much (fanatic) consumers are willing to pay for this. Makes sense. It would be point to brag about when it's time to review sales stats & production planning.

basic message is: Don't under-price this expensive vehicle. Consumers expecting a discount for the Mach-E need not apply.

qwertyfla1 - 12/7/2019 8:54:37 AM

+1 Boost

Why discount a hot new selling product? Regardless if you a purist or not -this product was badly needed by Ford and sales discounts only cheapen the product. Marking up the MSRP also has a detrimental effect as well and Ford should do a better job of policing some of the greedy stealerships and educe/eliminate allocations for non compliant charlatans.

malba2367 - 12/7/2019 10:44:28 AM

+1 Boost

I think Ford will take whatever steps it can to prevent additional dealer markups and to eliminate dealership sales games with this vehicle. The last thing they need is to lose customers to Tesla when some dealer tries to mark up a vehicle at the last minute or play other games with useless mandatory dealer add ons.