Ford Debuts Mustang Mach-E At Auto China, Looks To Refresh Brand Image There

Facing tough competition, the Mach-E is poised to take on the Chinese market.

Ford China formally introduced the highly-anticipated Mustang Mach-E at the Beijing Motor Show earlier this week. Ford’s stand at Auto China features a showcase for the brand’s refreshed image and introduces its “Pioneering Innovation” brand spirit to help fulfill its “Best of Ford, Best of China” commitment.

While the Mustang Mach-E will face still competition in China from Tesla, NIO, Xpeng, Volkswagen, Lynk & Co as well as others, Ford China’s team is confident the Mustang Mach-E stacks up well against any competitor.

“Every Mustang reflects the evolution of Ford’s innovative spirit and Mustang Mach-E will be a dark horse in China’s high-end all-electric vehicle market,” said Anning Chen, president and CEO, Ford Greater China. “Mustang Mach-E embodies Ford’s pioneering innovation brand spirit and represents a breakthrough for Mustang as a global icon in an electrified future.”

With the Mustang Mach-E debut, Ford kicks off its brand revitalization in China with the introduction of its “Pioneering Innovation” brand spirit, emphasizing a customer-centric business model that is built around performance, technology, design, and world-class customer experience. 

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However, the question remains: How well will the Mach-E compete in the crowded compact crossover class in China? Ford China’s COO of its BEV Division, Izzy Zhu believes the Mach-E is a compelling offering, one that Chinese buyers will gravitate to. InsideEVs had the opportunity to speak with Zhu ahead of Auto China to discuss the Mach-E’s introduction and the possible impact it will have on Ford as a brand in China.

Izzy Zhu, COO Ford China’s BEV division next to the Mustang Mach-E at Beijing Motor Show