A few weeks ago Ford unveiled Mustang Mach E - all-electric SUV inspired by the legendary Mustang coupe. Mach E is a pleasant surprise due to a great exterior and promising specs, though it’s the only way Ford could make it: this car is a critical first step for the automaker into the new world, that should be both magnificent for typical EV owners and early adopters, as well as conservative drivers previously though of internal combustion eternity.
However, Ford may face kind of an unexpected obstacle. It is sales representatives’ and dealerships’ misunderstanding of some crucial points about EVs, lack of experience in selling such cars and probably lack of faith in EV success.
EVBite made a research, reaching out to 15 Ford dealerships asking about some Mach E specifics. Only one sales rep was informed well enough to continue the conversation. All others were suggesting to switch the conversation to a ‘more informed colleague’, though it still finished without any meaningful dialogue.
In general, as EVBite reports, most of Ford sales representatives were not interested in providing information about Mach E. Moreover, some of them even made some critical mistakes confusing technical facts: for example, saying that it will be impossible to charge Mach E at home (despite the fact that each car will be equipped with a free home charger, capable of adding over 20 miles of range per hour).
Obviously, Ford won’t be the only legacy automaker facing such difficulties. Probably, such companies should already be solving the problem, either by training their staff or partnering with more experienced EV dealers.
