Ford Admits Mustang Mach-E Pricing Is Holding Back Australian Sales

Ford Australia CEO Fadi Mawal says the electric crossover remains a strong product, but its pricing puts it at a significant premium to competing EVs. The Mach-E starts at $65,990 in Australia, while several rivals offer lower entry prices.

EV.com Staff

September 29, 2026 | Updated 09:42, September 30, 2026

2 min read

The Ford Mustang Mach-E is struggling to gain traction in Australia, with just 167 units sold through August 2026.

Ford Says Mach-E Pricing Is Holding Back Sales

Mawal acknowledged that the Mustang Mach-E’s sales performance has been limited by its price compared with competing electric vehicles.

“That is such a great product, it’s one of the best products in the segment,” said Ford Australia president and CEO Fadi Mawal. “The price point is the issue, it comes in at a significant premium to the competition, and we’re getting some customers prepared to pay that premium, [but] not enough.”

Ford Australia has sold only 167 Mustang Mach-E crossovers through the end of August, despite the model having been available in the country for several years. The updated Mach-E also arrived in Australia later than it did in the U.S., according to Ford Authority.

Mawal said Ford would like to see stronger sales, while acknowledging that the vehicle’s pricing limits its ability to compete in the Australian market.

Tesla Model Y and Chinese EVs Undercut the Mach-E

The pricing gap becomes more apparent when the Mustang Mach-E is compared with other EVs available in Australia. The Mach-E starts at $65,990, while the Tesla Model Y carries an MSRP of $58,900 and has recorded 31,454 Australian sales so far in 2026.

The Chinese Forthing Electric goes even further on price, with an entry point of $38,990. The source also notes that several other EVs available in Australia are priced below the Mustang Mach-E.

The Mach-E’s sales have even trailed those of much more expensive vehicles. The Porsche 911, for example, has recorded 727 deliveries in Australia so far in 2026, more than four times the Mach-E’s 167 sales through August.

For Ford, the figures highlight the challenge of selling a relatively expensive electric crossover in an Australian market where buyers have an increasingly broad range of lower-priced EVs to choose from.

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