Ford has significantly reduced the price of its E-Transit electric commercial van in Australia, making it more affordable than many smaller electric van competitors. This aggressive pricing strategy aims to boost sales and make electric vans more accessible to businesses.
New Pricing:
The E-Transit now starts at $69,990 drive-away until December 31, 2024. This represents a $20,000 reduction from its previous price. Total price reduction of over $35,000 since its Australian launch
Market Positioning:
- Now cheaper than most smaller electric rivals. Significantly undercuts full-size competitors like LDV eDeliver 9 ($116,000) and Mercedes-Benz eSprinter ($104,313)
Specifications:
- Single 198kW/430Nm electric motor, rear-wheel drive, 69kWh battery, 307km WLTP range (mid-roof model), 11.0 cubic meters of cargo space and 1611kg payload capacity
Charging Capability: 115kW DC fast charging. Can charge up to 80% in 34 minutes
Market Context: Part of Ford's revised global EV strategy. They follow price cuts for other Ford EVs like the Mustang Mach-E
Industry Trends: Many automakers adjusting EV strategies due to changing market conditions. Ford reported losing $193,885 per EV sold in Q1 2024
Ford's significant price reduction for the E-Transit demonstrates the company's commitment to making electric commercial vehicles more accessible. This move could potentially accelerate the adoption of electric vans in the Australian market, particularly among businesses looking for cost-effective, eco-friendly transport solutions.
