The threat of cheap Chinese all-electric vehicles that are heavily subsidized and produced in mass quantities flooding other markets and posing a major competitive issue is something that has prompted many parts of the world – including the U.S., Europe, and Canada – to implement higher tariffs as a countermeasure. Ford is well aware of this particular problem as well, which is why it’s been working on a low-cost EV platform for the past couple of years as a way to better compete with Chinese EVs. Now, the automaker will apparently employ a different sort of strategy in Australia to counter this threat, too.
“They will be strong competitors. However, we need to focus on our game,” Ford Australia president, Andrew Birkic, told CarExpert in a recent interview. “It’s about having a point of difference, but also a deep understanding of your customer. We need to double-down on our strengths and what we’re really good at. We know our customers very well. We’re celebrating our 100-year anniversary next year. But, at the end of the day, you’ve got to keep delivering great products.”
Birkic also noted that demand for EVs in Australia – like many other parts of the world – hasn’t quite grown at the rapid pace the automaker expected previously, which is precisely why it’s focused on hybrids – such as the new Ford Ranger PHEV. “Ranger is an incredibly important vehicle for our business in Australia,” he stated, adding that an influx of new models is also expected to help FoMoCo better compete with the dozen or so Chinese automotive brands set to arrive in Australia by the end of 2025.
In fact, back in February, Ford CEO Jim Farley admitted that the automaker almost pulled out of Australia some time ago, but it has since found its proverbial footing in that country with the Ranger and other products. Ford also isn’t too terribly worried about increasing emissions standards in Australia either, as it feels as if its mixture of hybrids and EVs will help it achieve those goals – even though it isn’t currently selling the Ford F-150 Lightning there, even if the pickup is available via third-party at the moment.
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