Why is the Mach-E not selling?
The Mach-E’s sales have cooled from their early surge, driven by price and incentives shifts, lingering supply constraints, competition from entrenched rivals, and evolving buyer expectations for range and software quality.
Pricing, incentives, and perceived value
Before examining the list, note that price positioning, incentives, and the overall value proposition can heavily influence EV purchases, where monthly payments and long-term ownership costs matter as much as sticker price.
- Higher starting prices and optional equipment can push the Mach-E toward price parity or above rivals with similar range and features.
- Federal and state incentives have fluctuated, and eligibility for the full tax credit has been inconsistent across trims and production sites, narrowing a key affordability lever for some buyers.
- Discounts, dealer inventory levels, and delivery times vary by region, impacting urgency and the willingness of buyers to commit now.
- Total cost of ownership—fuel savings, maintenance, insurance, and depreciation—can be less favorable versus some competitors in certain configurations, affecting perceived value.
- Brand positioning as a Ford Mustang EV can be seen as a strength or a complication, depending on whether buyers prioritize the Mustang heritage or the practical benefits of an EV crossover.
Taken together, price, incentive availability, and the perceived value against competing EVs help explain why some buyers opt for other models even when the Mach-E remains a compelling package.
Supply chain and production dynamics
Delays, plant scheduling, and component shortages have historically influenced new-vehicle availability and wait times, which in turn affect showroom conversions and online orders.
- Chip shortages and other supplier challenges have ebbed and flowed, sometimes delaying Mach-E allocations for specific regions or trim levels.
- Production shifts and facility constraints can lead to backlogs or uneven regional availability, dampening near-term sales momentum.
- Logistics and inbound parts timing influence dealer stock levels, affecting test-drive access and impulse buying.
- Regional variations in supply mean some buyers face longer expected wait times than rivals with more readily available inventories.
These dynamics help explain why demand may lag in some markets even as orders remain strong in others, underscoring the importance of dependable supply chains for steady sales growth.
Competition and consumer preferences
In a fast-growing EV segment, the Mach-E competes against volume leaders and new entrants that often win on range, charging speed, or brand perception.
- Tesla Model Y remains a dominant reference point for many buyers, particularly for performance, charging network, and software ecosystem.
- New and refreshed rivals from Hyundai, Kia, VW, and others offer strong value propositions with longer ranges, faster charging, or more aggressive price positioning.
- Consumers increasingly compare a wide set of features beyond acceleration, including interior quality, ride comfort, and real-world efficiency, where comparisons can favor some rivals over the Mach-E.
- Range and charging speed continue to be pivotal for long-distance buyers, and perceived or actual differences can sway a purchase toward competing models.
Competitive dynamics mean the Mach-E must consistently demonstrate compelling value across price, range, charging access, and ownership experience to maintain share in a crowded field.
Brand alignment and customer expectations
Brand signals matter in the EV space, where buyers may weigh performance identity, tradition, and perceived reliability differently than in conventional segments.
- The Mustang badge in an electric SUV attracts some buyers seeking a performance-oriented image, while others want a more practical or traditional EV experience and question the tie to a classic muscle-car heritage.
- Performance metrics vary by trim, and some buyers expect blistering acceleration or sport-tuned handling that aligns with Mustang lore; meeting or exceeding these expectations is crucial for conversion in high-performance segments.
- Marketing clarity matters: if buyers perceive the Mach-E as primarily a Mustang first and an EV second (or vice versa), it can influence perceived value and purchase intent.
Aligning brand identity with buyer expectations—while delivering clear, compelling value—remains a continuing challenge in a market where brand narratives compete with pragmatic EV buying criteria.
Charging ecosystem and software experience
Ease of charging and how smoothly the car operates day-to-day are central to the EV ownership proposition, affecting both initial purchase decisions and long-term satisfaction.
- Home charging adoption is vital; buyers without convenient home charging may scrutinize running costs and charging access more closely.
- Public charging reliability, network availability, and session simplicity influence real-world usability and total ownership cost.
- In-car software quality and OTA update cadence affect user satisfaction; early iterations of the Mach-E’s software drew attention to reliability and usability concerns, which Ford has since prioritized fixing with updates.
- Interior quality, materials, and perceived build quality can shape long-term satisfaction and brand loyalty, especially when competing models offer more premium finishes at similar price points.
As charging networks evolve and software ecosystems mature, the Mach-E’s ability to deliver a seamless, hassle-free experience will correlate strongly with ongoing demand in the sector.
Ford's response and ongoing initiatives
Ford has taken steps to bolster the Mach-E’s appeal in a competitive market, focusing on affordability, software reliability, and charging access, while expanding its EV lineup and production capabilities.
- Pricing adjustments, promotions, and financing options aimed at improving affordability and monthly payment appeal in key markets.
- Continued software enhancements and OTA updates to address reliability, user experience, and feature parity with rival EVs.
- Expanded model options and trim levels to broaden the value proposition, including variants that balance range, performance, and price.
- Strengthened charging partnerships and access to public networks to ease daily charging and long trips for Mach-E owners.
- Ongoing efforts to improve supply chain resilience and regional availability to reduce wait times and inventory variability.
These actions reflect Ford's broader strategy to keep the Mach-E competitive as the market shifts toward more affordable options with robust charging infrastructure and refined software experiences.
Summary
The Mustang Mach-E’s slower sales in recent years stem from a mix of price and incentive dynamics, supply and production realities, stiff competition, and evolving buyer expectations for range, software, and brand alignment. Ford’s response has focused on pricing and financing options, software and reliability improvements, and stronger charging access, alongside expanding the lineup to appeal to a broader set of buyers. In a rapidly changing EV landscape, sustained momentum will depend on delivering clear value, reliable ownership experiences, and strong availability across regions.
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 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.
Is Ford discontinuing electric vehicles?
No, Ford has not stopped making electric vehicles; however, it is shifting its strategy by delaying some new EV models and increasing focus on hybrid vehicles. The company is still producing and selling its current EVs, such as the Mustang Mach-E and F-150 Lightning, and plans to roll out a new commercial electric van starting in 2026.
- Current production: Ford continues to build and sell existing electric models like the Mustang Mach-E and F-150 Lightning.
- Shifting strategy: The company is delaying the launch of some next-generation EVs, like a new F-150 pickup, and has canceled plans for an all-electric three-row SUV. This change is partly due to a need to improve profitability and respond to changing consumer demand for hybrids.
- Future plans: Ford plans to introduce a new commercial electric vehicle for its Ford Pro customers in the coming years. The company is also developing a new EV platform for future models.
Why did Ford stop selling Mustang Mach-E?
As of September 9, 2025, the stop-sale order on the Ford Mustang Mach-E, initiated in June 2025 due to a safety recall, remains in effect for unsold vehicles from model years 2021 to 2025 that have not yet received the necessary software update.
