Why are Ford Mach-E not selling?

The Mustang Mach-E has faced slower sales than early forecasts in certain markets, driven by a constellation of factors including price, supply constraints, stiff competition, and shifting incentive policies. Understanding these dynamics requires looking at both market conditions and Ford’s responses.

Market dynamics and sales trajectory

Pricing, incentives and consumer demand

Pricing for the Mach-E spans a broad range depending on trim and options, with higher-end configurations pushing into premium territory. In recent years, rising sticker prices, financing costs, and changes to federal and state EV incentives have influenced buyer decisions. Some shoppers have found other EVs to offer a more attractive out-the-door cost of ownership, especially when incentives are limited or uncertain.

These dynamics help explain why demand can slow at certain price points or when the incentive landscape becomes more complex or less generous. Mobility affordability and competing offers from other automakers also shape relative demand for the Mach-E.

• Wide price range across trims can put the Mach-E out of reach for price-sensitive buyers.


• Fluctuating EV incentives, including federal credits and state programs, affect perceived value and total cost of ownership.


• Consumers compare Mach-E to a growing field of affordable and feature-rich EV crossovers from rivals.


• Financing conditions, including interest rates, influence monthly payments and purchase decisions.

In summary, price and incentives remain central to buyer decisions, and shifts in policy or financing conditions can cause corresponding swings in Mach-E demand.

Competition and consumer perception

The electric crossover market has grown crowded with capable rivals—such as the Tesla Model Y, Hyundai Ioniq 5, Kia EV6, VW ID.4, and others—each offering different strengths in range, charging speed, interior quality, and technology. The Mach-E competes not just on price, but on the strength of its branding (as a Mustang-inspired EV), driving dynamics, and how its software and charging experience stack up against competitors.

As competition intensifies, buyers have more choices, which can dilute demand for any single model, including the Mach-E. Perceptions about interior space, ride comfort, or perceived reliability can also influence purchasing decisions in a crowded segment.

• Strong rivals in the EV crossover space provide compelling alternatives on price, range, and tech.


• Branding and design can attract or deter buyers depending on how the Mach-E is positioned versus rivals.


• Software and in-car tech experiences increasingly influence purchase decisions.

Ultimately, the Mach-E’s performance relative to competitors helps explain why some buyers gravitate toward other EVs, even when the Mach-E remains a strong option in its class.

Supply chain and production realities

Manufacturing constraints and delivery timelines

Like many new-vehicle programs, the Mach-E has faced supply-chain pressures that affect production rates and delivery times. Semiconductors, battery components, and logistics bottlenecks can translate into longer wait times for certain trims or configurations, dampening immediate sales momentum in some regions.

Production ramp-ups and allocation decisions can also influence regional availability. When inventory is constrained or wait times are lengthy, potential buyers may postpone or abandon a purchase rather than wait, which can depress near-term sales growth.

• Global supply-chain challenges can slow production and limit on-hand inventory.


• Regional allocation and allocation-based delivery timelines affect dealer inventory and consumer wait times.


• Logistics and port bottlenecks can extend lead times for customers choosing Mach-E.

These supply-side dynamics do not reflect a lack of interest alone; they often amplify price and demand factors by delaying or reducing access to the vehicle.

Product updates, range and capability

Ford has pursued iterative updates to improve range, charging capability, and cabin technology. Enhancements to battery chemistry, software features, and standard equipment across trims aim to bolster the Mach-E’s value proposition and appeal to a broader set of buyers.

Ongoing updates can help close gaps with rivals, but timing matters. If updates arrive slowly or are narrowly applied to higher trims, some potential buyers may overlook the Mach-E in favor of newer models elsewhere.

• Software and feature updates aim to enhance user experience and differentiate the Mach-E.


• Range and charging performance updates are critical to addressing consumer concerns about practicality.


• Timely delivery of updates across trim levels affects overall customer satisfaction and perception of value.

From a production and product perspective, supply realities and the cadence of improvements are closely tied to sales performance, especially in a fast-moving EV market.

Ford’s response and the path forward

Pricing and incentives strategy

Ford has adjusted pricing, packages, and financing options to improve value and broaden eligibility for available incentives where possible. The automaker has also pursued marketing and dealer-training initiatives to help buyers navigate the purchasing process and understand the Mach-E’s total ownership costs.

How pricing interacts with incentives remains a moving target, particularly as federal and state programs evolve. Ford’s strategy includes balancing affordability with the long-term business case for its electric-vehicle lineup.

• Strategic pricing and financing options to improve affordability.


• Communication efforts aimed at helping buyers understand incentives and total ownership costs.


• Dealer alignment on promotions and inventory management to reduce friction in the buying process.

These steps reflect an ongoing effort to convert interest into sales by making the Mach-E more accessible and better aligned with buyer priorities.

Product, charging, and ecosystem efforts

Ford continues to expand charging access, software capabilities, and in-car technology to strengthen the Mach-E’s value proposition. Partnerships with charging networks and improvements to the FordPass experience are part of Ford’s broader strategy to reduce “range anxiety” and improve daily practicality for Mach-E owners.

Enhanced interior appointments, updated driver-assistance features, and OTA software updates all contribute to a more compelling ownership story, particularly for customers comparing the Mach-E against rivals with strong charging ecosystems and feature sets.

• Expanded charging access and smoother charging experiences for Mach-E owners.


• Software and feature updates delivered via over-the-air updates.


• Continued refinement of interior quality, comfort, and driver-assistance technologies.

Ford’s approach combines price, product improvements, and ecosystem enhancements to help the Mach-E compete more effectively as EV demand grows and consumer expectations evolve.

What buyers should consider

Is the Mach-E a fit for you?

Prospective buyers should weigh availability, total cost of ownership, and alignment with personal charging habits. For some, the Mach-E offers a compelling blend of performance, design, and tech; for others, longer wait times, higher up-front costs, or stronger incentives for competing models might shift the balance.

• Check current on-hand inventory and estimated delivery times for your chosen trim.


• Calculate total ownership costs, including insurance, maintenance, charging, and potential incentives.


• Assess access to charging infrastructure, especially for daily commutes or road trips.


• Consider how the Mach-E’s design, space, and driving dynamics match your needs.

Understanding these factors helps buyers decide whether the Mach-E fits their budget, lifestyle, and priorities in a competitive EV market.

Summary

The Mustang Mach-E’s sales narrative is shaped by a mix of price sensitivity, incentive policy changes, supply-chain realities, and intense competition. While Ford has worked to improve value through pricing, software enhancements, and charging ecosystem advances, demand fluctuations reflect broader market dynamics facing electric vehicles today. For buyers, careful consideration of cost of ownership, delivery timelines, and charging access remains essential as the EV landscape continues to evolve.

Is the 2025 Ford Mustang Mach-E being recalled?

Yes, the 2025 Mustang Mach-E has been recalled, along with other 2021-2025 model years, for a potential unexpected lockout issue where rear doors might remain locked after the 12-volt battery is depleted. This poses a risk of trapping occupants, particularly children, inside the vehicle in hot weather. Ford is providing a free software update to fix the problem, which is already available for 2025 models.
 
You can watch this video to learn more about the Mustang Mach-E recall: 55sPrecision Injury LawYouTube · Jun 26, 2025
About the recall

• Problem: A low or depleted 12-volt battery can prevent the rear doors from being opened from the outside if the electronic latches remain locked after the vehicle is turned off. 
• Affected vehicles: All 2021-2025 Ford Mustang Mach-E vehicles. 
• Safety risk: If the rear doors cannot be opened, it could trap occupants, especially children, inside the vehicle, which is particularly dangerous in hot weather. 
• Solution: A software update is being provided to ensure the doors can be unlocked even with a low 12-volt battery. 

What to do

• For 2025 models: The software update is available now. You should take your vehicle to a Ford dealer to have the free update installed. 
• For 2021-2024 models: You will receive a letter in the mail when the software update is available. You will need to schedule an appointment with a Ford dealer for the free repair. 
• Verify if your vehicle is affected: You can check your specific vehicle's recall status on the Ford website or NHTSA.gov using your VIN. 
• Buying a used 2025 Mach-E: Verify with the dealer that the software update has been completed before purchasing. 

Are Mustang Mach-E sales down?

Yes, sales dropped, and they are a solid step down from October 2024 figures, not to mention September 2025. However, they didn't crater. Here's how Ford's electric models did: Ford Mustang Mach-E — 2,906 sales, down from 3,313 in October 2024 and 7,643 in September 2025.

Is Ford discontinuing the Mach-E?

No, the Ford Mustang Mach-E is not discontinued, but its sales have been impacted by a recent stop-sale order due to a recall for a software issue that could trap occupants. Ford also launched the 2026 Mach-E GT California Special package, and the 2025 model is set to debut soon with range and other updates. 
This video explains the recent recall and stop-sale order for the Mustang Mach-E: 55sPrecision Injury LawYouTube · Jun 26, 2025
Mustang Mach-E status

• Not discontinued: The Mach-E is still in production, and Ford plans to release 2025 and 2026 model years. 
• Recent stop-sale: A stop-sale order was issued for vehicles from model years 2021 through 2025 because of a recall concerning a software glitch that could prevent doors from opening from the inside when the 12-volt battery is depleted. 
• Recall fixes: The recall is for a software update that will be applied to vehicles, and Ford is working to resolve the issue so sales can resume. 

This video discusses the reasons for getting rid of a Mustang Mach-E, which may include issues like the stop-sale order: 59sMatt Maran MotoringYouTube · Jul 24, 2025
Impact of stop-sale

• Dealer sales halt: Dealerships were not allowed to sell Mach-E models on their lots during the stop-sale.
• Sales dip: This halt caused a temporary dip in sales figures for Ford's EV lineup.
• No "stop-drive" order: Ford did not issue a "stop-drive" order, meaning owners can still drive their vehicles, but they should get the recall fixed. 

This video shows footage of Mustang Mach-Es being sent to auction, likely due to slow sales and the stop-sale order: 54sCarEdgeYouTube · May 29, 2025

Is the Mach-E losing value?

A Ford Mustang Mach-E will depreciate 57% after 5 years and have a 5 year resale value of $19,930. The chart below shows the expected depreciation for the next 10 years. These results are for vehicles in good condition, averaging 13,500 miles per year. It also assumes a selling price of $46,840 when new.