Ford in Crisis: A Dealer Visit in the USA

At the Brighton Ford lot in the namesake suburb of Denver, there is not a single electric car during our visit: instead, many Broncos, even more Bronco Sports, a few Escapes (our Kuga), Explorers, and a few Mustangs plus a few Mavericks. One must know that the Maverick, as the smallest pickup starting at just under $24,000 before taxes, is also the cheapest US model and is based on a passenger car platform.

Which is why we are also told upon inquiry that it, along with the Escape and Bronco Sport, is the best-selling car, also because they can currently offer "very interesting rates." The electric vehicle (EV) parking spaces are empty! When we ask about the Mustang Mach E, Transit, and F-150 Lightning, the salesperson only responds: “When the Mustang Mach E was new, we had a few on the lot, but the interest was lukewarm.” And now? It is virtually nonexistent, also due to the long distances and rather sparse population in Colorado. There are people here who indeed have a commute of almost 150 kilometers (approximately 93 miles) to work. And if one cannot charge both at home AND at work, it is absolutely uninteresting.

However, he doesn’t blame Ford but the infrastructure, because, as is known: The power grid in the USA is "shaky" and the electricity prices are generally - despite increased fuel prices - simply too high, which is why they are not promoting e-mobility at Brighton Ford at the moment, but we should check in California, where it might be different!

In California, plenty of Mach-Es are at the dealership - unlike in Colorado

Said and done: We drive to Sunland Ford in Victorville, northwest of Los Angeles, and indeed see many Mustang Mach-Es alongside Mustangs and SUVs there. Because in California, things look quite different: This begins with the stricter CO2 regulations, continues with denser population and thus slightly shorter distances around the metropolises, and doesn’t end with slightly higher incomes: In Hollywood and Co., a Mach-E is gladly used as a fifth, seventh, or nth car for shopping or small trips in between. And yes, Sunland Ford repeatedly sells electric cars. Even two F-150 Lightnings are on the lot.