This morning, Ford began delivering their first Mustang Mach-E SUVs in China.
The company is hosting a series of delivery ceremonies throughout China over the next few weeks, with the first taking place in Shanghai and Beijing.
Although they wanted the events to be quite extensive, Ford limited the size due to pandemic-related restrictions.
One of the first Mach-E’s delivered in the country was to Jim Zhang, an advertising executive. Ford China BEV Division General Manager Mark Kaufman handed over the keys, reports the Detroit Free Press.
Unlike Ford’s North American dealership model, Ford China uses a direct-to-customer Ford store for EV buyers, a first for the company.
So far, the Detroit-based automaker has set up twenty-five storefront sites in major Chinese metropolitan areas. The storefronts allow customers to walk in and see the vehicle. They can also learn about the product and the ordering process.
Ford is anticipating growing the number of storefronts in the weeks and months ahead.
However, Ford research has shown that Chinese buyers generally are younger and well-educated about cars. They don’t need that dealership level of handholding; instead, buyers want to check out the vehicle and have immediate access.
Changan Ford, a joint-venture between Ford and Chinese-manufactuere Changan Automobile, is producing the vehicles from a manufacturing plant in Chongqing, China.
There are currently no plans to export the Chinese produced Mach-E out of China.
