Ford is cutting prices on its Mustang Mach-E electric SUV by as much as $6,000 just weeks after market leader Tesla took similar steps.
“We are not going to cede ground to anyone,” said Marin Gjaja, Chief Customer Officer of Ford Model e, the company’s electric vehicle unit.
On Jan. 13, Tesla Inc. slashed prices dramatically on several versions of its electric vehicles, making some of its models eligible for a new federal tax credit that could help spur buyer interest. Nissan, which has two EVs competing in the mainstream U.S. market, the Ariya and Leaf, said it has no plans to change prices, at least not now. “Of course we’re watching what’s going on,” said Brian Brockman, vice president of communications.
Messages were left Monday seeking comment from Hyundai and Kia, two other large competitors in the mainstream EV market.The auto industry is seeing the cost of many raw materials decline, and that will help companies to trim prices, Schuster said. Shipping costs for parts also have dropped, he said.
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