The ongoing push at the Blue Oval for alternative energy vehicles has taken some unexpected turns over the past several years, with Ford doubling down on EVs before making a broad pivot to a more comprehensive approach earlier this year. Ford executives, including Jim Farley, have been on the defensive about the electric transition from a skeptical public, but today he went on the offense to explain his enthusiasm for electric vehicles and his belief that they’ll catch on in the future.
In an op-ed published on Linkedin, Jim Farley says he was “surprised” when he ended up liking EVs, and used his Ford F-150 Lightning as an example for why they are relevant and desirable, citing its smooth acceleration, lockable frunk, and power generating capabilities. That said, he also states that EVs are not for everyone, and acknowledges that misinformation about them is out there. Notably, he also says that today’s EV skepticism mirrors unfounded concerns about earlier technological innovations like cell phones and computers.
“I have seen this movie before. When Ford said we were moving to an aluminum body in our popular F-150, our competitors aired commercials lampooning us. But customers knew better performance and fuel economy when they saw it. I remember when mobile phones seemed to be just for doctors and stockbrokers. When computers were for NASA. When the internet was a fad and CDs lined my truck’s visor. It takes time for innovations to take hold. But when they do, the shift is profound and lasting. I believe the next great shift for vehicles will be toward software-defined and electric vehicles.”
Currently, Ford is working on a low cost platform designed to counter the inexpensive Chinese EVs that Jim Farley says are a major threat to the automaker. It also intends to offer a hybrid option for its entire retail lineup in the United States by 2030. The automaker also delayed two of its larger EVs in favor of focusing on more affordable models. Farley and Bill Ford have lamented that electric vehicles have been politicized.
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Comments
Dream on…….
I agree especially when Toyota are offering a full nehcle line up including Hydrogen vehicle in Europe. The ford strategy will be the demise of Ford in Europe. The Explorer looks like something out of the film ROBO cop and the car is very expensive. In Europe after 2025 the Ford offering is Kuga/Escape; Puma and Mustang. All other OEMs are offering full vehicle line ups with the exception of Volvo.
LMFA off !!!
People should just keep buying ICE vehicles so they cant get rid of them.
Completely agree!
He does not get it.
The thing he doesn’t realize is they won’t be Ford EV’s.
Quality, reliability, and price are pushing ALL customers away
Bring back Mark Fields! He understood the business and his client base. I own 2 Fords and 2 Lincoln’s and none of our small personal fleet will ever be EV’s. Farley is out of touch!
Fields sold HERTZ down the river with their fleet of Tesla’s that they liquidated for 1/2 price soon afterwards
The age of the EV has peaked and is going back down. ICE 4EVR! EV NVR!
The first EV was introduced about 125 years ago. Yeah, Jim, eventually….
YA…… SOON AS A FAT PIG FLY’S!!! AND WHEN THE GOVERNMENT DECIDES TO “PAY” TO CONVERT MY HOME (BUILT IN 1959) TO A 200 AMP SERVICE PANEL, THEN I “MIGHT” HAVE A LOOK AROUND. AT THIS POINT……. NONE OF THESE EV’S ARE WORTH A CRAP!!!! NONE OF THEM!!!! DREAM ON J I M M Y, LITTLE BROOMSTICK COWBOY!!!
Just today, customers are already saying that they are switching back to gas autos after experiencing problems with owning electric autos ! Drive an electric , and you will experience the awful experience with the electric !
All of you naysayer may reject EVs now, just like your grandparents rejected cars and your parents rejected computers and smartphones. In ten years all of you will be eating your words! BTW, I am 73, been driving since 1968, a computer user since 1972, a cellphone owner since 1989, an EV owner with free charging, and will never go back to an ICEV.
You” won’t go back to ICE” because you are 73 and most likely will be dead before a new vehicle is needed. BTW the hearse that takes your corpse to the cemetery only gets about 14 mpg.
Not going to happen, get over it.
I don’t know of any EV that can tow my 18,500 lb 5th wheel. Can it go 400 miles on a charge doing it? How about charging in under 10 minutes? How about charging in little towns, State parks, National Parks the list goes on and on Jim.
My other vehicle is a PHEV Santa Fe which is great for my at home in town driving. My tow vehicle is a F-350 diesel dually.
Farley is out of touch. Sounds like a Biden lover. Farley needs to step down.
Had one NEVER AGAIN ! Time for a new ceo. Sold my ford stock decades ago, best thing I ever did.
The 10 speed ford trans is still A pile of junk, don’t buy a ford with one you will be sorry.
2022 F-350 owner we had ordered. She’s handled towing our 41 foot 5th wheel so far damn good with 43000 miles on it. What’s the issues with the trans?
If you still can’t build a trans right after 100 + years you want me to spend my hard earned cash on one of your new experiments ? Ya right .
Well that’s a crock of Bologna I have a 2014 Fusion energi with a bad EV battery at 108,000 miles on it local dealers quoted me 10 grand Plus install my understanding is for it’s published list is about 7600 Chanel not as long as they treat people like crap
I will never ever buy an EV. I will never ever buy a vehicle assembled in China. Nuf said.
Then don’t plan on buying a Lincoln with the exception of the Navigator nor the Ford Edge as they are 100% Chinese sourced an manufactured for the past few model years.
I will keep my 2004 Excursion Limited with the 6.0 Diesel in it as well as my 2005 F250 with the 6.0 Diesel in it, The Excursion gets 2-3 times the range of the best ev and the F250 gets 2 times the range, so why buy something that takes several hours to charge when I can stop fewer times on a cross country trip and only take 10 to 20 minutes to refill and get drinks & use the restroom instead of taking hours to recharge
Someday maybe, but not today. EV’s can lock you OUT, or a child IN if the battery dies. EV’s can explode with little to no warning. EV’s can’t handle the cold. EV’s are EXPENSIVE to repair, and good luck with affording a replacement battery. EV’s don’t have the charge stations available. EV charging STILL NEEDS POWER to charge, and from what? Electric? What will power Electric? It would take the ENTIRE STATE of TEXAS, 100% of it’s LAND, to supply enough SOLAR or WIND power for JUST the the areas west of the Rockies, if that!
No, not today Farley, not today.
Not if you update their software like Blue Cruise.
Also not after last night’s debate. Biden won’t be around and Trump will remove the mandates.
NO…..WE WILL NOT!!! ANYONE WHO DOES IS A SUCKER FOR A COMPLETE FRAUD, MADE UP BY ELITIST SCUMBAGS!!!
Why are we being told what we’ll do is the better question….
Jim Farley is correct that EVs (and PHEVs) are not for everyone; however, if most of your driving is around town (say less than 30 miles per trip) like most suburbanites, and if your home has a rooftop PV system (like many suburbanites) that can supply charging electricity for your EV, then these vehicles do make a lot of sense – but there shouldn’t be government imposed mandates!!!
Jim needs to talk to his Dr about increasing his psychiatric meds
I guess Farley too believes in the Easter Bunny an Tooth Fairy as well. One case in point where Farley lost the market … the Maverick Pickup. He cried about not being able to build enough to meet demand. Farley, to do away with this problem was handled in mid 1964 when another Ford … the Mustang too could meet sales demands … Ford Management simply moved the Mustang production to other assembly plants … end of problem. Farley simply look to Ford’s rich history of getting things done … not depending on manufacturing from foreign countries to meet demand. You’ve lost my business, I was primed for another Escape, all the recalls and now the fuel leaks that could lead to a fire stopped that buying decision. I live with two next door neighbors who drive Toyota Rav 4’s … guess I’ll make it 3rd in the neighborhood.
Don’t talk to Farley and Barra about common sense. That term in not in their vocabulary
Would he care to comment on resale/trade-in values when the EV reaches 3-5 years old? None of these ‘greenies’ ever want to talk about that….
In theory, he’s right. The problem with what Ford did initially, was try and bring the future to the consumer before they wanted it. The “build it, they will come” approach doesn’t work here. Especially with the troublesome, and as yet unresolved infrastructure issues. That’s why hybrids are selling so much better than pure EV’s. Bring us along gradually…no one likes change to start with, so sneak it in on us…maybe our world’s won’t be shaken as much.
Sure we will when it doesn’t take hours to fully charge with solid state batteries, they are substantially lighter and cheaper, and the electrical grid can handle everyone plugging in all the time. In other words, sometime in 50 to 60 years from now.
They are going to have a grand time with Blue Oval City. All that money wasted for a plant that will probably never crack 100K units a year unless ICE vehicles are added.
Ford hasn’t had a competent CEO since Alan Mulally, who should just be brought back out of retirement at this point to right the direction of this company…again.
Farley, on the other hand, is an out of touch imbecile. Him and GM’s Mary Barra should have been shown the door a long time ago.
Just another sellout to the perpetuators of the Green energy lie. Why should we expect him to care? He’s making bank and when Fords number crash in the EV dept and he’s either fired or resigns he’ll be laughing all the way to the bank. If these articles were still printed they would be a waste of ink just as we’re a waste of bandwidth.