Ford to Offer Contactless Test Drives of Electric Mustang Mach-E for Safe and Exciting Experience

Ford to Offer Contactless Test Drives of Electric Mustang Mach-E for Safe and Exciting Experience

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Ford is gearing up for the launch of its all-electric Mustang Mach-E and starting to plan for test drives, an essential step for a successful launch. Mark Kaufman, the global director of marketing distribution for the Mach-E, emphasized the importance of test drives, saying that they will be a significant part of continued awareness and word-of-mouth marketing for the new vehicle. However, with the coronavirus pandemic still creating uncertainty, the company is working on ways to get prospective buyers behind the wheel, even if social distancing orders are still in place.

Kaufman downplayed rumors about a delay in Mach-E deliveries, stating that until the plant is up and running, there are no changes to the timeline. Nonetheless, Ford will finalize the date in summer 2020 when reservations will be converted to orders. Kaufman confirmed that the company continues to take reservations online, and dealers are preparing to make contactless deliveries for those who skip a test drive and want to take ownership immediately.

While about 2,100 of Ford’s 3,000 dealerships are EV-certified, the company will need to overcome its track record of not having onsite experts knowledgeable about EVs. Kaufman believes that Ford’s sales and service network will differentiate the company from Tesla’s smaller network of a couple hundred retail and service locations in the US. However, Ford will also need to make sure that its sales force and service technicians are flawless in training to support mainstream buyers, who may not be as gung-ho as previous waves of EV adopters.

Ford may have an advantage in selling and servicing EVs through its vast network of dealerships, but the company will have to execute flawlessly in these challenging times. The pandemic has affected the production and supply chain of many automakers, and there will be a need for contactless services as customers’ needs change. Nonetheless, Ford’s Mach-E is a highly anticipated vehicle that is poised to make a significant impact on the EV market, and with proper planning, the company can successfully launch this all-electric SUV.

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