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Ford CEO Farley Says Explorer Customers Might Not Like Upcoming EVs

Ford’s current EV plan is specifically focused on what the automaker considers its “iconic” models, as well as commercial vehicles, though CEO Jim Farley recently stated that future EVs won’t simply be electric versions of existing ICE-powered models. This means that vehicles likes the 2022 Ford F-150 Lightning – which is essentially just an electrified F-150 – won’t be emulated in the future, and that apparently includes the forthcoming Ford Explorer EV. In fact, while speaking at the 2022 Alliance Bernstein Strategic Decisions Conference, Farley went so far as to say that traditional Explorer customers may not like the all-electric vehicles the automaker is cooking up.

“On the EV business, you got to make sure that you don’t just have electric digital versions of your ICE products,” Farley said. “To have top end engineering much less, like Tesla has shown us, you have to approach the creation of the product through a conquest methodology. You design the product so they are actually incredibly painfully advanced. You over invest in electric architecture and embedded system, the way they look, the digital experience inside of them. It’s probably not going to be comfortable for our current customers who buy an Explorer.”

Those traditional Explorer customers will at least have an all-electric version of that crossover to consider very soon. Farley first revealed that the Explorer EV was in development over a year ago, though it and the Lincoln Aviator EV has since been pushed back from 2023 to late 2024. That delay stems from the fact that Ford will reportedly build the Explorer and Aviator EVs at its Oakville Assembly plant in Canada rather than the Cuautitlan Assembly plant in Mexico as originally planned, as well as the Chicago Assembly plant, where the ICE-powered Explorer and Aviator are built.

Meanwhile, the ICE Explorer continues to be a strong seller for The Blue Oval, coming in second in the mainstream large three-row crossover segment in Q1 of this year. Ford previously stated that it expects to sell 100,000 Explorer and Aviator EVs annually as well, as Ford Authority reported back in December.

We’ll have more on the Explorer and Aviator EVs soon, so be sure and subscribe to Ford Authority for moreFord Explorer news, Lincoln news, Lincoln Aviator news, and 24/7 Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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Comments

  1. Joe

    So you can add the Expedition, Edge, Escape, Ranger, and all Lincoln products that will not be liked. Buy your ICE vehicle in the next 2 years and let the factories that produce EVs that people don’t want work only 1 shift.

    Reply
    1. NateO

      Wait a minute, I think they are still going to make the ICE versions of these vehicles till battery vehicles can make money. Thats why they seperated the ICE and EV businesses so you could see one making money and the other using it up till some indefinite day in the future when EV starts paying for itself.

      Reply
      1. Joe

        Not true, they are getting rid of the Edge and the Lincoln Nautilus after the 2023 model year to build EVs at their plant in Canada. That is just the beggining of ICE models going away.

        Reply
    2. P.R.Ford

      Your ilk said that about the Mach-E. As usual, you were wrong.

      Reply
  2. COBRA THERAPY!!!

    This guy is a dam FOOL!!!Ford is doomed!!

    Reply
    1. Ridge

      I’m doubling down on their stock. If it was 1900 most of the commenters here would be investing in the horse and buggy

      Reply
    2. P.R.Ford

      The imminent death of FoMoCo has been predicted countless times.

      Reply
  3. N

    Someone take the microphone away from this idiot. What the hell is his deal?

    Reply
  4. Bruce Holberg

    With all the owners Ford has disappointed with its unending parade of recalls, it’s no wonder they feel they have to go for a different demographic. They’ve burned the existing demo.

    Reply
  5. Mf

    So basically he saying that buyers of many of their most popular models will not be retained, and their market share will collapse as they fight for a piece of a niche segment of buyers?

    How Ford’s stock hasn’t catered off comments like this is nuts. Pushing away customers to competitors is a bad business move.

    Reply
  6. Paul Burford

    If the electric vehicles are made in Canada and not Mexico, I will definitely buy a Ford Explorer EV…

    Reply
  7. Paul Burford

    Let’s get going with ford EV’s..
    Don’t let Tesla get all the glory….

    Reply
  8. M Brisbin

    After 25 years of owning Ford products….I have had and heard enough.
    Just bought a Toyota Tacoma (ugh) ni e truck…but not great.
    I could not stomach Fords poor quality. Nor could I stomach the statements from there recent leadership. Walking away from market segments is just baffling as well. This brand is in trouble. God save Ford from itself please…before its too late. PROVE ME WRONG!

    Reply
  9. Kevin G

    Thought I was going to trade my 2017 Lincoln MKZ on a new Zephyr only to find out I would have to buy in China and bring here somehow. With no replacement sedan at Lincoln in US, I am now driving a new Genesis G70. Oh well, not loyal to one Brand anymore.

    Reply
    1. ET

      if you thought the Zephyr was coming here in the first place you must either be totally out of touch with the American car buying public or be an idiot to begin with. enjoy your genesis.

      Reply
    2. P.R.Ford

      The vast majority of Americans aren’t brand loyal. In fact, most Americans say their most recent purchase was a used vehicle.

      Reply
  10. John Coviello

    Farley is a F*^*^*^*^ing IDIOT !!!!! Why Ford hasn’t F^*^*^*^*^*^ing FIRED HIM YET IS THE REAL QUESTION !!!!! I HAVE NO INTENTION OF EVER BUYING AN EV LINCOLN AVIATOR, LET ALONE ONE MADE OUTSIDE THE US !!!!!!!!!!!!

    Reply
    1. Jim Wester

      FYI- All-cap responses make you look crazy

      Reply
  11. Joe

    Ford Edge and Lincoln Nautilus sell over 100k units a year and can fit a family in them and their gear. You are getting rid of popular models and replacing them with EVs that cost much more, have limited range, poor heat in the winter, and can’t tow. ICE up everybody before there are no choices left.

    Reply
  12. Y Peterso

    I’m a long time Explorer owner, every 2-3 years I get a new one. I currently have a 2021 Explorer. I do NOT want a EV Explorer. How are you supposed Explore when you have to find a charger all the time. You definitely will have a hard time find a charging station in the middle of the woods in the UP of Michigan. Maybe a Hybrid gas & Electric. Where does the government plan on dumping all those defective, dead, and old bad batteries at, that seems like a Eco concern. What’s the $$ going to be to replace the batteries when they wear out.
    NO EV…

    Reply
  13. Ed Horsman

    Quit whining all of you. There will many choices for ice and ev vehicles for many years to come.

    Reply
  14. R. Walker

    Mr. Farley said traditional Explorer customers may not like the new EV Explorers they are cooking up !!! Really ?
    Aren’t you supposed to give the customer what they want?

    I realize the government is forcing car companies into building electric. That sounds great…. for the short term. Long term isn’t talked about. There are lots of hidden costs. That’s why they won’t talk about them. Replacement costs are up around $20,000 for batteries. Recycling/dumping costs are around $4,000 to $5,000. Add that to the cost of installing the charging unit in your garage – $1,000 to $2,000. A new Mustang E is about $50,000. How much does the electricity cost you to recharge every other day? Folks better think long term.

    Everybody thought windmills were going to save the world. The blades have to be replaced every 15-20 years. They aren’t biodegradable. You can’t bury them in the ground. Now, they are trying to figure out what to do with them. Plus, they don’t always work so well in the cold. Just ask the state of Texas.

    I’m not sold on 100% electric vehicles. They have a place in society but …. for Ford to turn their back on the ICE and also to quit building cars and produce nothing but SUVs is pretty narrow minded. Nothing but electric trucks and SUVs ?? Really ???
    This kind of management explains why the Detroit Lions haven’t been winners since 1956 (same owners). It’s like selling everything you own, flying to Vegas and putting everything on red 20. It could be a big bust. Since Alan Mulally left the company, they have not had good, sound leadership.

    Sorry. I’ve been a Ford man my entire 71 years but, I just can’t agree with their new direction. It hurts.

    Reply
    1. JDE

      Windmill blades also throw Ice in large pieces quite a ways when the ends of the blades go fast and frost in cold weather, and/or icing can produce enough surface roughness on wind turbine blades to reduce their aerodynamic efficiency, which reduces the amount of power they can produce. Frequent severe icing can cut a wind farm’s annual energy production by over 20%, costing the industry hundreds of millions of dollars. Power loss isn’t the only problem from icing, either. The uneven way ice forms on blades can create imbalances, causing a turbine’s parts to wear out more quickly. It can also induce vibrations that cause the turbines to shut down. In the case of extreme icing, restarting turbines may not be possible for hours and potentially days.

      The solution is obvious: de-ice the blades, or find a way to keep ice from forming in the first place. So far, however, most of the strategies for keeping ice off wind turbines blades come from aviation. And airplane wings and wind turbines are built differently and operate under very different conditions.

      Reply
  15. Michael

    I’m done with Ford. Just canceled my T250 eco boost.

    Reply
  16. Rich

    $8 dollar a gallon fuel won’t go away even if we open 10 pipe lines from the tar sands. Maybe all those ethanol plants can be taught how to make gasoline and diesel. Wind and solar can make hydrogen or ammonia cheaply, which can power fuel cells. Bev’s may not be the answer for everyone, but building gas engines like the ones in the Edge that fail in less than 40000 miles, like the 4 owned by my company did is an absolute failure. Who ever thought a coolant pump running off the timing chain was a “better idea.”

    Reply
  17. Mike says..

    I understood that FORD would go forward with 2 distinct companies, one being ICE and the other being BEV. It is a gutsy move that should appeal to some of you who are feeling lost, angry or ??? I like the smell of gasoline, and like many of you will be dragged kicking and screaming into the future BEV standard. I think FORD is being far more visionary than much of the mainstream industry… I don’t necessarily like it but I do understand it. If you are not changing…. you will be dead in the water so to speak.

    Reply
  18. gandy

    RELAX… ICE is going nowhere. Future internal combustion will be hydrogen fueled. Hydrogen is five times more efficient than fossil fuels…water vapor exhaust. Train kept a rollin’…

    Reply
  19. Philip Henderson

    Where are we getting all this electricity? Grid is ancient… solar and wind only go so far. I have seen nobody bring up this inconvenient truth….

    Reply
    1. Joe

      No they leave that part out because they can’t even predict the weather, never mine how much wind or sun they need. Droughts is CA have cut hydro power way down this year.

      Reply
  20. Lance

    I want to know more about hydrogen fuel (blue gas) possibilities for mid-size SUV’s 😀.

    Reply
  21. Judy and Wesley Henderson

    I’ve decided Fords are junk anyway geniuses of all the coolant leaks they refuse to do anything about. Still waiting on my engine. NEVER FORD NO CUSTOMER SERVICE.

    Reply
  22. Michael

    The reality is what the people want.
    The EV wave is appealing to a lot of folk.

    Reply
    1. JDE

      EV maybe, but considering all of these are basically the skateboard base that GM touted 3 decades ago, it makes little sense to not design body mounting point same for ICE and Comparable EV platforms. If you google Chrysler Air stream that is a good example of a strong engineering based company getting caught with their pants down when they put all of their eggs in one Aerodynamic basket. unfortunately the buying public responded and so the company had to shift dramatically and fast to recover. Might be good to have options with the new BEV fords is all I am saying..

      Reply
  23. Dan Lady

    I think what he’s trying to say is that unlike Explorers for the past 15 years, the new versions might actually be reliable. Having a vehicle that doesn’t break down every other day will be unusual for typical Explorer drivers but they will be able to adapt.

    Reply
  24. FirefighterWV

    You ought to figure out the transmission problems in your explorers before going to new horizons.

    Reply
  25. CW

    As far as EV…Right now…goverment agencys and mandates in big cities…etc..are there main customers…..and they have some retail customers…but what is going to really tell the story…is how many buy a EV ….The Second Time…..Ford needs to spend big on Quailty Control….this recall after recall needs to be JOB 1 at the glasshouse….nothing matters until this is fixed imho..

    Reply
  26. Shame on Ford

    Farley and the entire executive team should resign. They have destroyed the brand. They have absolutely no regard for the customer. If you have a Ford that works, count your blessings. I am on 70+ days since my brand new, custom ordered timberline just quit one morning. They can’t figure it out, they won’t work with me, no loaner, no car. Just a car payment which I have to keep making. F – Ford and their entire organization.

    Reply

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