Ford, Looking For Tesla Buzz, Introduces Mach-E Mustang To Showrooms

Ford, Looking For Tesla Buzz, Introduces Mach-E Mustang To Showrooms

Via CNBC:

Tesla cars and SUVs are often compared to an iPhone on wheels. Tesla’s four models — the S, 3, X and Y SUV — literally spell out the word “sexy.”

High tech and sex appeal are not things most Fords are known for, but that’s something the 117-year-old automaker hopes to change with the all-electric Mustang Mach-E crossover. Its the company’s first EV under an $11 billion investment plan in electric vehicles through 2022, and its Ford’s first shot at Tesla.

“This was intended to be a tech-forward car,” Darren Palmer, global director of battery electric vehicles at Ford, told CNBC at a press briefing. “It’s nothing like anything we’ve ever had before.”

The importance of this vehicle for Ford can’t be overstated. It’s success won’t solely be defined by sales alone. Ford is trying to create some Tesla-type buzz and convince Wall Street that its EV plans are headed in the right direction.

“This is Ford’s statement on EVs on where they are today and sets the tone of where they can go tomorrow,” said Stephanie Brinley, principal automotive analyst at IHS Markit. “This isn’t their ultimate EV development because there’s more coming, but where they put their foot down to begin with is important in setting them up for the future.”

Ford has been slower than others like General Motors to fully commit to EVs. It’s something Ford’s new CEO Jim Farley has been very involved in as the automaker focuses efforts on electrifying its money-making commercial vehicles and versions of its most iconic brands, namely the F-150 and Mustang.

The Mustang Mach-E, which is hitting dealer showrooms now, is aimed squarely at the Tesla Model Y crossover — so much so that Ford unveiled the Mustang Mach-E next to Tesla’s design center outside of Los Angeles.

The vehicle has a Tesla-like interior with a large 15.5-inch center screen as its control center and pricing, performance and technologies such as remote, or over-the-air, updates, and driver-assist technologies comparable to the Model Y.

Palmer described the functionality of the Mach-E’s infotainment system much like an iPhone, which can learn habits or owners and preemptively prioritize features. It also offers digital driver profiles like “Netflix where you’ve got profiles for each person of the family,” he said. Owners also can program the car to pre-condition the cabin daily based on driving schedules.

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