Ford Authority

Ford Blue Expected To Grow, Woo Buyers Despite EV Pivot

Ford is in the process of splitting itself into two distinct entities – Ford Blue for ICE vehicles, and Ford Model e for EVs. This monumental shift is being made for a number of reasons, including a refocus on quality, as well as customer experienceenhancing the post-purchase experience, and of course, helping the automaker cut costs and generate more profit. However, even as Ford continues to invest heavily in EVs, Ford Blue is still expected to continue to grow and attract new customers.

As part of The Blue Oval’s recently revealed plans for its dealer network, the automaker noted that Ford Blue aims to continue to attract new customers from other brands, focus on existing “Icons,” create differentiated brand experiences, and deliver great quality. We’ve already seen some signs of these changes, particularly, with the introduction of a new Bronco Off-Roadeo experience for the Ford Bronco Raptor, while FoMoCo also recently hired former J.D. Power Vice President Josh Halliburton as its new executive director of quality.

Regardless, this is an interesting approach given the fact that most automakers have set deadlines to phase out ICE vehicles, including Ford – at least in Europe. CEO Jim Farley also recently noted that the transition from ICE to EVs is occurring faster than expected, while Ford’s EV sales are outpacing the rest of the segment and conquesting customers from other brands at a rapid rate.

For now, The Blue Oval’s Icons consist of the Ford F-150Ford MustangFord Bronco, Ford Explorer, Ford Transit, and Ford Ranger, as well as more recent additions such as the Ford Puma and Ford Maverick. Farley previously noted that the automaker will focus on electrifying these models – as well as its commercial vehicles – but this news – as well as the 2024 Ford Mustang that just debuted this week with no electrified model – proves that FoMoCo isn’t done growing its ICE business yet.

We’ll have more on Ford Blue 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. John

    Maybe not a bad strategy. The newly revealed Mustang and Raptor R certainly have my attention.

  2. Alan

    Nice to read ‘Ford not throwing in the towel on ICE vehicles’, but they already did on sedans! Ford’s ads are geared to owners driving up rocks, over babbling brooks, all trespassing on private property. If I did any off-road driving it would be sidewalks! Give me a sedan!

  3. BDMull

    It must be confusing to be a Ford dealer trying to decide to go Blue or E. If a dealer goes E how much longer will they be able to sell gas?

  4. Victoria Gilbert

    What will be replacing the Ford Edge. I really don’t want to switch to a GM or Honda vehicle. I do like my Edge Sel. I understand that the Edge will be available in another country. This is so unfair. But I do like that Buick and Honda SUV’s


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