Ford Mustang Mach-E vs. Chevrolet Bolt – A Study in Contrasts
[Dec. 19, 2019]
While the rumors of a “Mustang-inspired” electric crossover were percolating for months ahead of the Mach-E’s official reveal, the fact that it was actually branded a Mustang and proudly wore the galloping pony came as a surprise to many. Many were also surprised at the style, swagger, and sophistication of the Mach-E. Sure, it got the expected blowback from traditionalists that were irked that Ford would have the gall to slap the Mustang name on a four-door crossover, but the reaction from the automotive media was overwhelmingly positive.
Contrast this with the Chevrolet Bolt when it debuted in 2016. After ride and drives in prototypes as well as extended road testing, the EV hatchback did win some measured praise for its sprightly acceleration and “surprising” driving dynamics. Yet why would its driving dynamics be surprising? Perhaps the car’s styling set the bar so low that if it drove any better than a 12-year-old secondhand Prius, it would be surprising.
Too harsh, you say? Perhaps. GM’s justification is that the Bolt was designed with ride hailing duty in mind, and it was developed during the time the company took an equity stake in ride-hailing platform Lyft. But I think the difference in approach between the Bolt and the Mach-E are emblematic of larger cultural differences between Ford and GM.
I’ve heard from other journalists and insiders that GM takes objective and measurable benchmarking very seriously. That is why in objective, measurable performance, its vehicles are often very competitive with their peers, at least on paper. However, in the more subjective measures of “feel,” sound, and styling, they sometimes fall short.
The Ford Mustang Mach-E (TOP) and the Chevrolet Bolt (ABOVE) are very different, yet so, so similar.
Ford, on the other hand, sometimes may not always be head-of-class in some specific measures, but the company makes models that often subjectively resonate better with customers and enthusiasts (an example of that would be the Focus RS).
The targeted performance of the base model Mach-E is close to the Bolt. Yet given the choice between the two for close to the same price, which do you think most people would choose? Sure, the base model Mach-E’s targeted range is about 230 miles (official EPA figures will not be coming until close to its on-sale date, which could be spring 2021), compared to the Bolt’s 259 miles. But is a difference of 29 miles going to matter to most prospective buyers? Probably not. If it does, Ford promises a range of 300+ miles in other trims – for an additional cost, of course.
There are plenty of other potential obstacles to the Mach-E’s success, but most of those apply to EVs in general, not specifically to the Mach-E. Namely, charging infrastructure, home charging ability, and the speed of fast charging. This is purely my gut assessment, but at Ford’s initial production target of 50,000 units per year, the demand for the Mach-E may exceed supply for at least a year or two. Not the worst problem to have.
Could the Mach-E be a massive flop? Doubtful. It’s capturing all of the hot trends at the right time: EVs, crossovers, and a software-defined user experience. It’s Tesla’s most serious and credible competitor to date, in my view. What’s your view? Is the Mach-E going to establish Ford as the domestic EV leader, or just be a token model of a fading icon?
(Images courtesy of the manufacturers)
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