A few years ago, Ford seemingly went all-in on all-electric vehicles, announcing its plans to build a number of new production facilities, retool others, and invest huge money with the goal of vastly expanding its lineup in that regard. However, the market has changed as of late, with demand for EVs tapering off, signaling that many consumers aren’t ready to take that particular plunge just yet. Thus, Ford has changed its own strategy, which it is now outlining in a new ad campaign dubbed “Freedom of Choice.”
This first ad spot – called “Starting Line” – debuted during this past weekend’s NCAA Final Four, and is narrated yet again by actor Bryan Cranston. “There’s no one way to power up,” Cranston notes,” adding “as long as Ford is your starting line, because more important than the power you choose is what you choose to do with it. Gas, hybrid, or all-electric – the power is yours.”
The new ad features a variety of Blue Oval models – the Ford Bronco, Ford Explorer, Ford Maverick Hybrid, and Ford Mustang Mach-E, showing each in different scenarios to demonstrate the power of choice that it offers consumers right now. At the same time, Ford has also made some truly pivotal changes to its future plans in that regard as well.
In addition to delaying millions in planned EV investments, the automaker recently announced that it will push back production of the forthcoming North American Ford Explorer EV and the second-generation Ford F-150 EV. At the same time, the automaker is working on smaller, cheaper EVs via a skunkworks team led by a former Tesla executive, and as Ford Authority reported last week, FoMoCo also plans to offer a hybrid version of every vehicle in its lineup by 2030.
We’ll have more on this ad campaign soon, so be sure and subscribe to Ford Authority for non-stop Ford news coverage.
Interest-free financing and more on compact luxury crossover.
Another carbon part for the newest pony car.
A pretty cool tailgating rig, we'd say.
It's unclear what those export markets will consist of.
It didn't top every category, but was the best all-around.
The term could also be used on merchandise.
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This is the way to do it, Ford. Thank you!!!
AKA Toyota was right all along.
Exactly. The crazy greenies owe Toyota an apology. Toyota has consistently stated EVs are a lost cause.
Excellent news indeed. 💯👍🏻🇺🇸
It is a cover for their massive EV blunder, nothing more. America choses ICE F-150 and Diesel trucks...thanks.
I prefer a sports sedan so my Mustang will be my last Ford.
It's hard to have Ford as your starting line when they don't build anything affordable.