‘After the Mustang Mach-E, Ford Vietnam Could Go Big with Performance-Focused Bronco and Ranger’

Below is the content of the ‘Trên Ghế’ show, which was broadcast on August 16 on HTV9.

Ford Vietnam has officially launched the all-electric Mustang Mach-E. So, in your opinion, why has Ford Vietnam (FVL) only introduced this model to the market now?

Ford is one of the few brands with a 30-year presence in Vietnam, alongside Mitsubishi and Toyota.

Therefore, I believe that by introducing the Mustang Mach-E, FVL aims to reposition its brand and reaffirm its long-standing presence in the Vietnamese market.

Currently, I assess Ford as one of the most efficient car companies in Vietnam in terms of business performance. They have four models, all of which have extremely high sales figures, ranking top in their respective segments. Meanwhile, Ford vehicles are generally priced higher compared to their segment averages.

In addition, they have extremely effective marketing campaigns. Instead of spreading their efforts thin, they focus on creating a few small but high-quality programs. This demonstrates that Ford has moved past its previous negative associations, such as being fuel-inefficient or prone to minor issues, and is now known for its refined, safe, intelligent, and feature-rich vehicles.

The global trend is shifting towards electrification, and Ford is no exception. The Mustang is Ford’s pioneer electric model, followed by other vehicles like the F-150 Lighting and the Transit EV.

While Ford doesn’t have a wide range of fully electric vehicles at the moment, they are betting big on these models for the future. Additionally, Vietnam is a rapidly growing market for electric vehicles, with VinFast and other European and Chinese brands already establishing a presence here. So, FVL can’t afford to fall behind, even though they aren’t under immediate sales pressure.

The Mustang is a legendary nameplate dating back to the 1970s, known for its muscular and attractive design. Therefore, the introduction of the all-electric Mustang Mach-E won’t disappoint fans of this iconic American brand.

What are Ford Vietnam’s goals with the Mustang Mach-E?

Repositioning their brand.

By choosing to introduce the Mustang Mach-E, Ford Vietnam is signaling its commitment to electrification in the country. Additionally, I believe they don’t have a sales target for this particular model.

Who do you think is the target customer for the Mustang Mach-E?

Before answering this question, I’d like to point out that Vietnam and the US recently reached an agreement to eliminate import tariffs on cars from the US market. This is a significant advantage for American car brands exporting to Vietnam. Moreover, Vietnam is currently offering a registration fee exemption for electric vehicles, resulting in considerable savings for consumers. As a result, the price of the Mustang Mach-E imported by FVL will be very competitive compared to privately imported vehicles in the past.

Now, to answer your question, I believe that buyers of the Mustang Mach-E will definitely be enthusiasts. They want a muscular, attractive, fun-to-drive, and unique car. Instead of opting for the Mercedes EQS, EQE, or Porsche Taycan, they prefer something a little different, with the classic American muscle car appeal.

There have been many interesting comments about the Mustang Mach-E on social media. Let’s listen to some of them and get your insights.

First comment: Ford, please bring the gasoline-powered Mustang as well. What do you think about this suggestion?

That’s not a bad idea.

As I mentioned earlier, the Mustang is almost a concept that evokes a sense of great expectation among young people and those who love American muscle cars and sports cars. If you’ve ever been to the US, you’ll see that the Mustang and Camaro are extremely popular choices among the youth there. So, who knows, maybe FVL will consider this suggestion.

There are numerous Mustang variants, including the V8 5.0L version and the high-performance Mustang Shelby GT500. These are not just cars that young people dream about; I’m a fan of them myself. (laughs)

Next comment: Many people are discussing the price of this car. A typical comment says, “Don’t touch it if you don’t have 2 billion VND.” What are your thoughts on this?

This car won’t be cheap because it’s not inexpensive in the US either.

Previously, private car dealerships imported it to Vietnam and sold it for over 5 billion VND, but they had to reduce the price to 3 billion VND due to low demand. This shows the significant price difference.

As an electric car, one of the concerns people have is about charging stations. Do you think Mustang Mach-E buyers will be concerned about this issue?

I don’t think so.

Those who can afford the Mustang Mach-E will likely own multiple vehicles. If they need to travel long distances, they can use another car, such as the Everest, Ranger, or Tourneo.

The Mustang Mach-E is a car they would use for trips within its range. According to the specifications, its range is quite impressive, and I believe it’s sufficient for traveling from Hanoi to Nghe An and back.

Additionally, Ford has a vast network of dealerships and distributors across Vietnam, so the distance between each dealer isn’t too far. If each dealer installs a fast-charging station with a capacity of 120kW, owners will have a convenient place to charge their vehicles. Electric car owners are generally willing to wait for their cars to charge before continuing their journey.

Therefore, I think that if the sales volume is not too high, users don’t need to worry about public charging stations. Only a small number of people who rely solely on the Mustang Mach-E as their daily driver and don’t have home charging facilities may need to be concerned about public charging infrastructure.

Besides the Mustang, many people are also interested in other Ford models, as evidenced by comments like “Release the Bronco, too.” What are your thoughts on this?

Your question reminds me of my trip to experience the Ford Raptor family, including the Bronco Raptor, back in February. It was an incredible experience.

Previously, I didn’t think that FVL would sell the Explorer in Vietnam, and consumers here only knew about the Escape as their highest-end model. However, the company introduced the Explorer, a D+ SUV that has achieved some success.

Currently, the Ford brand is doing well in Vietnam, and the import tax has been reduced to 0%. You could say that Ford is in a very favorable position right now. So, we can hope that one day, the Bronco, and perhaps even the Bronco Raptor, will be officially sold in Vietnam.

Looking back, the Ford Ranger Wildtrak initially only had the 2.2L 4×2 version, but they later introduced the 3.2L 4×4 model. They even brought in the high-performance Ranger Raptor. So, if consumers show their support, I believe FVL will be further motivated to bring in new models when they see the potential and business opportunities.

Final comment: Sports cars without engine noise lose 50% of their appeal. What do you think about this statement?

Keep in mind that the Mustang Mach-E is one of Ford’s global models. In some regions, like Europe, cars are required to make a certain level of noise when on the road.

In reality, I’ve driven electric cars like the Audi e-tron and Porsche Taycan, both of which have speaker systems that simulate engine noise. While the sound may not be as thrilling as a Porsche 911, it’s not bad. Some other car brands even equip their electric vehicles with electronic exhaust systems to enhance the driving experience.

Moreover, the excitement of driving an electric car doesn’t solely come from engine noise. I’ve owned a VF 8 and currently drive a VF 7, which costs less than 1 billion VND. However, the acceleration is incredible and very powerful, delivering an experience that you’d rarely find in a 2-billion-VND gasoline car.

So, when it comes to electric cars, I don’t think you necessarily need the noise of an internal combustion engine to enjoy the driving experience, as the acceleration and performance can provide unforgettable thrills.

Thank you, Mr. Thang, for your insights.