Hyundai and Ford Slash EV Prices in a Bid to Compete with Tesla

Established Automakers Adjust Prices to the Tune of Tesla

Tesla's price cuts throughout 2023 lit a fire under automakers, prompting Hyundai to lean into generous lease deals and Ford slashing EV prices on its Mustang and F150 EV models. Ford's steep discounts on its leading performance model, the Mustang Mach-E GT, are a clear sign that legacy automakers feel the pressure from Fremont.

- Steve Birkett, Senior EV Editor

October 26th, 2023 – Ford has announced steep price cuts on its Mustang Mach-E across all trims. Retail Customer Cash of $6,250 its top trim the 2023 Mach-E GT an especially noteworthy move to reduce Ford EV prices.

Earlier in October, Ford also confirmed up to $7,500 off the 2023 F-150 Lightning (lease or purchase), even before federal EV incentives are factored in. This puts the potential savings on both of Ford's leading EV models in the tens of thousands of dollars. Hyundai, which is currently unable to take advantage of federal tax credits due to not yet meeting domestic production criteria, has leaned into attractive lease deals as a way to moves its IONIQ line of electric vehicles. At the time of writing, Hyundai EV leases are some of the most competitive in the market.

A launch Ford Mustang Mach-E GT on display at the Chicago Auto Show

Electric vehicle sales prices fell in the third quarter, with the average selling price of an EV at $50,683 in September 2023, according to Kelley Blue Book. That represents a drop of 2.9% from the previous month, where the average EV sales price was $52,212 in August.

Despite the efforts of Hyundai and Ford to lower EV prices wherever they can, prices of Tesla models declined more sharply than any other automaker this year. Year-over-year, the average selling price of a Tesla in 2023 is one-quarter of what it was in 2022.

Although earnings have inevitably suffered, Tesla's profit margins and leading brand recognition give the company more leeway to shape the market for all-electric vehicles. Established automakers like Ford and Hyundai have to lean into sales of combustion vehicles to offset losses from R&D and ramping EV production, putting them in a more precarious position when Tesla makes a price move.

All eyes will be on fourth-quarter Mach-E and Lightning sales, as well as Hyundai IONIQ brand lease numbers, to gauge whether even established automakers with attractive EVs can keep up.

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