Ford CEO calls electric vehicle market price cuts 'a worrying trend'

📆 5/3/2023 7:31 PM
📰 Reuters

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Ford CEO Jim Farley said on Wednesday that price cuts in the electric vehicle market were 'a worrying trend' after the U.S. automaker dropped prices for its Mustang Mach-E in response to a series of reductions by rival Tesla .

Ford Mustang Mach-E is presented at the New York International Auto Show, in Manhattan, New York City, U.S., April 5, 2023. REUTERS/David 'Dee' Delgado/File Photo

Farley compared the price war in the EV market to Henry Ford's series of price cuts for the Model T starting in 1913. But the Ford Chief said the company founder's strategy ultimately put Ford at risk."The resale value for people who bought at higher prices is awful. They never forget," Farley said. Ford will follow Tesla price cuts for models such as the Mustang Mach-E that competes head-on with Tesla's Model Y, he said. "There’s a limit to how far we’ll go.

On other points, Farley said Ford does not plan to drop Apple CarPlay software that allows customers to mirror their smartphone screens in a vehicle's dashboard. General Motors Co recently said it will phase out CarPlay in future models.

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