Ford slams ‘white boxes’ touts Mustang Mach-E’s iconic edge against fierce electric rivals
Blue Oval says 2025 Mustang Mach-E delivers the emotion and excitement rivals can’t matchThe News
Ford Australia has fired back at the trend of boxy, minimalist electric SUVs, positioning its refreshed Mustang Mach-E as a true driver’s electric vehicle (EV) – with more performance, range, features, and a price bump to match.
The Key Details
- Ford insists the Mustang Mach-E stays true to its roots amid EV competition
- Executives dismiss rivals as “aerodynamically designed white boxes”
- Updates bring improved range, performance, and equipment for 2025
- Local pricing now starts from $65,990 plus on-road costs (ORCs)
The Finer Details
Despite selling just over 1000 units since launch, Ford insists the Mustang Mach-E was never about chasing numbers.
Instead, the brand is reaffirming its commitment to an emotional, driver-oriented EV with the 2025 update – what it calls an “authentically Ford” take on electrification.
Speaking at the local launch of the updated Mustang Mach-E, Ford Australia marketing director Ambrose Henderson said the company’s goal was to deliver an EV that stayed true to its roots.
“It’s really about us being as authentic to what we’re strong in and what we represent,” Henderson said.
“There are a lot of aerodynamically designed white boxes on the road that are EVs.
“And that’s not us. We wanted to deliver something that was authentically Ford.”
Henderson claims the 2025 Ford Mustang Mach-E is attracting a mix of buyers – Mustang loyalists and first-time Ford drivers alike.
“We’ve seen people that are brand new to our brand, who have been really wanting an EV but not excited about what other EV options are out there,” he said.
With 60 years of Mustang heritage behind it, the Mach-E aims to deliver an emotional alternative to the appliance-like EVs from newer brands.
“We wanted to give customers an electric version that delivers the same excitement, the same emotion, the same thrill of the drive and the same sort of design which you can’t get from pretty much any other mainstream EV,” Henderson said.
Despite limited sales so far, Ford hopes the latest round of updates and sharper pricing will build momentum in Australia’s ultra-competitive EV market.
The Road Ahead
The refreshed 2025 Ford Mustang Mach-E is on sale now, with the updates expected to boost its appeal against a growing list of rivals.
Ford’s strategy hinges on maintaining the Mach-E’s connection to the iconic Mustang name while strengthening its value proposition in the premium EV SUV space.
How much does the 2025 Ford Mustang Mach-E cost?
Select – $65,990
Premium – $80,490
GT – $98,490
*Prices exclude on-road costs
Related: Ford Mustang Mach-E 2025 Review
Related: Updated 2025 Ford Mustang Mach-E knocking on the door
Related: Ford Mustang Mach-E Select 2025 Review
Related: Serious safety flaw triggers global Mustang Mach-E recall
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