Don’t advertise the Mach-E below MSRP: Ford to dealers

Ford gave its EV the moniker "Mustang", and that has already created quite a stir in the automobile space. Following the backlash and whatnot from the Mustang fanboys and societies, Ford has, now, come up with another interesting yet controversial move. The latest developments reveal that the American automaker has told its dealers not to advertise the Mach-E below MSRP.

Ford is looking forward to "be competitive in the battery-electric space by transacting in the way customers want to transact", suggests the reports. So, why Ford doesn't want its dealers to advertise the Mach-E below MSRP?

The reason is both simple and complicated at the same time. On many occasions, dealers advertise cars at lower prices than the MSRP, however, as soon as the potential customers visit the dealership, they witness a significant rise in the actual take-way price due to some hidden costs and other charges. Instead of that, Ford wants the interested customers to come over to the dealership with Mach-E's real price in their minds. Moreover, customers might find the price go down a little then the MSRP, and that will certainly make them happy.

But customers visiting Ford dealerships for the Mach-E seems like a distant reality since the EV SUV is already sold out, the First Edition in particular. Even for the regular units, there is quite a lot of time before they make their way to the dealerships.

As for the Ford Mach-E First Edition units, they will roll out of the production facilities only by the end of 2020. So, all Ford fanatics who haven't reserved a Mach-E for themselves can do for now is wait until the blue-oval automaker starts packing its stockyards and dealerships up with the Mach-E.

Also Read: 2020 Ford Mustang Bullitt stamped with a discount