Mustang About To See This!
Mach E, Furore or just good marketing?
Ok, so to put this into perspective, next year I will retire from around 30 years of motor racing. Having driven various touring cars and sports cars over that period, I think it would be fair to say that I am indeed a petrolhead. Of all the cars I've driven the one that has spent more time than any others strapped to my derriere is the Capri and what fun it was. Thanks to the Blue Oval I've been around many tracks in the UK and Europe. I consider myself to be privileged to have done so.
Currently on my drive is a Grand Cherokee (for towing the trailer) and a Fiesta ST for fun and practicality. In the garage is a road going MGB for a Classic Car and one I can play with without the need for computers and twenty mechanics!
Then What has this to do with the Mach E? Well over the years I've recognized that of all the mainstream manufacturers, Ford has probably done more to bring performance to the masses than any other manufacturer. And who wouldn't want a "full fat" Mustang on the drive? I know I would, but the racing and practicalities have precluded that privilege. So, would I like a Mach E? Yes, I would. Does the name Mustang Mach E attract me? I think it does but, bear with me here, not because I think it is a Mustang per se, more because; look at the alternatives.
Jaguar builds sports cars and sports saloons. It has added the E pace and the I Pace to its stable and at a price point higher than the Mach E. What about Audi/VW? Well they have performance saloons but they don't have the "brand" style of the Mustang. Nor do any of the other mainstream manufacturers. Only Ford has the Mustang which for me epitomizes "Bang for Buck". I'll accept there are Camaros and Chargers out there but again, great as they are, they never had the broader popularity (in my opinion) that the Mustang enjoys. And will we ever see an EV Charger or Camaro? It depends on the market. Of the other performance brands with SUVs on the books, Porsche has the Cayenne and Aston is getting in on the act with its new SUV. But like Jaguar they are not mass appeal products, at the price.
Ford has a world wide market but possibly its best selling areas are Europe and the USA. Toyota with its Celica Supra has a similar profile to Ford and along with others, has a big investment in Europe and the USA but also enjoys a fair amount of business in the far east, where the EV revolution may take a little longer. And that may be the point, which is, Ford are aiming to go full EV in the medium term whereas its competitors are in a crossover mode due to the differing markets. I don't see Volvo as a direct comparison for the purposes of this piece, since they never had a "pony car" as such but they do support the theory that Europe and the USA are the leading markets for EVs.
It is well known that the UK and indeed Europe is heading rapidly towards banning the production of new fossil fuel powered vehicles so that is probably another factor in Ford's decision making.
So given that the Mustang name invokes performance and a certain style, I'm not uncomfortable with Ford using that as a brand name for its first foray into big EVs. Likewise I anticipate that in not too many years time we will see 500bhp EV Mustangs. Furthermore I can't see an EV Sierra getting much traction.