Ford is doubling down on its commitment to electric vehicles, spending $22 billion over five years on electric SUVs, trucks, and vans for retail and commercial customers. We talked to Jim Farley, who became Ford CEO on October. 1, 2020, for an update on the Blue Oval’s efforts to become a dominant e-mobility player, including how it plans to electrify key models.
Are we at a tipping point where EVs are no longer a niche offering?
Farley: The tipping point in China and Europe has been reached in terms of consideration. In the U.S., half the customers are interested in considering a battery electric vehicle, but when it comes down to intention to buy, we are not at the tipping point. The French, German, and Dutch governments got behind incentives, which made it easier for customers. It also depends on the segment. We have not reached a tipping point in authentic off-roaders because there’s really no supply yet. To be a tipping point for intention, the economics have to change.
Is that why Ford will stop selling vehicles with combustion engines after 2030 in Europe but has not set an expiration date in North America?
Farley: We have a lot more work to do in North America around battery supply. We have legacy issues like labor to resolve. So, allocate the capital to get the product and digital experience out there to make us competitive and attractive, especially on our most iconic vehicles. The rest will follow. We have work to do before we come out with some all-singing-and-dancing commitment in North America. And we don’t want it to be an aspiration. We want it to be part of our plan.
Infrastructure is another area that needs to be improved?
Farley: Yeah. It feels like it’s out of our control, but when we launched the Mach-E, we made sure we had the largest charging network. It wasn’t easy because we had to put a lot of pieces together—Charge America and other ecosystems. We did partnership deals and wrote our app so when you buy the Mach-E, it shows the 16,000 chargers. It is up to the brand to make it work because [infrastructure] isn’t sufficient, but it is on the other side of the invisible line of being just enough. We have to build up the commercial side.
Ford CEO Promises Electric Versions of “Iconic Vehicles,” Hints at Bronco appeared first on MotorTrend.By: Alisa Priddle
Title: Ford CEO Promises Electric Versions of “Iconic Vehicles,” Hints at Bronco
Sourced From: www.motortrend.com/news/ford-ceo-jim-farley-evs-future-cars/
Published Date: Tue, 11 May 2021 20:01:02 +0000
