Ford Authority

Ford CEO Jim Farley Says EV Strategy Will Keep Relying On Conquests

Ford has posted some strong conquest figures in recent months, with over 70 percent of its EV buyers in June coming from other brands, while both the Ford Mustang Mach-E and Ford F-150 Lightning have attracted non-Blue Oval customers in large quantities since their respective launches. The automaker’s newer ICE models have also proven to be awfully attractive to owners of other brands, as the Ford Bronco, Ford Bronco Sport, and Ford Maverick – along with the Mach-E – combined to conquest from competitive vehicles at a rate of 62 percent in March. Thus, it’s no surprise to learn that Ford CEO Jim Farley is keen to keep that trend going moving forward.

“What we’ve learned is that we can conquest more as we go electric than we thought,” Farley told Newsweek in a recent interview. “Most Mach-E and Lightning customers are new even though the products are first-gen products. So, second-generation products, we’re going to lean more into the conquest.”

Jim Farley previously stated that he believes mass EV adoption will begin as soon as next year – much quicker than he originally anticipated – and in a crowded and competitive segment, conquests are critical for the automaker’s success in attracting customers to the brand.

After splitting itself into two entities – Ford Model e for EVs and Ford Blue for ICE vehicles – The Blue Oval will also begin to distinguish those two types of vehicles from each other – a move that Farley admits may not please everyone. Regardless, EV sales in the U.S. have already surpassed an important threshold, but the automaker will continue to focus the ICE side of its business on “passion brands” like the Bronco and Ford Mustang.

We’ll have more on Ford’s EV sales and conquest rates soon, so be sure and subscribe to Ford Authority for 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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  1. Will

    The rich are buying a new Mach E every year to get the tax credit , ordering a new one and then selling their 1 year old one. That way they get a new tax credit each year paid for by the people who can’t afford them.

    1. Capt Tom

      Not anymore. There is an income cap of $150,000 for an individual and $300,000 for a couple. And the value of the car that they can qualify with if they’re under that is $55,000 for a sedan or Coop and $80,000 for a truck or SUV

  2. Michael

    With the limited number of these vehicles that have made, for a variety of reasons, no chips, late production start, limited plant capacity and sharing capacity with other models, etc., etc., etc., you call that a conquest? I would call Tesla doing conquest, not Ford.

  3. NelsonT

    The one area that none of these people are addressing that will limit the extent of their conquest is the aging electrical grid that will be supplying the power to charge all the new electric vehicles. I live in a gated community of about 370 homes. If every home owner plugged in an electric vehicle over night that require over a current of 30 amps that would be over 11,300 amps or at 240V that is 2,700 kilowatts of power. It is something that I don’t believe the current wiring could handle.

  4. hot toddy

    there’s a pretty good chance that the Detroit based auto makers will file for bankruptcy following the upcoming recession of 2023. That will be followed by a federal take over or bail out of these “too big to fail” corporations. After the federal government gain control they will have free reign of the industry ahead of the 2035 full EV conversion in the US. Good times ahead if you like the direction we are being led on.

  5. Ronald

    Do not fret people Hydrogen is on its way.

  6. John Wagner

    Farley’s Ford is going to need all the conquest sales they can get to survive walking away from all their regular customers. He has moved the company to a low volume, high margin boutique company. Henry Ford said “I will build a car for the great multitude” Those days are over folks. I doubt they’ll survive the cast of fools that have taken over since Mullally left.

  7. Dennis Michael

    Ford , like all E car suppliers, will and has added to the price of their new Ecars so the tax incentive is NO incentive. The grid will also not supply all the needs to charge the ridiculous call for states, like CA, to begin phasing in the Ecar starting in 2 to 3 years from now. A much more advantageous route is hybrids that will go all the time having the ability to switch, especially if a heat wave hits…which it will in summer. In reality, there will be no abatement in climate change since China and India and other developing countries are firing up coal and fossil fuel plants at a horrific rate that will not cause any change in the global warming climate at all!! Surprise , surprise….but after all , the US will lead the charge in destroying the auto industry with this foolish plan.


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