Nearly one year ago, Ford opted to shift its EV strategy in a big way amid a quickly shifting market. Rather than focusing on larger, more expensive all-electric models, The Blue Oval instead opted to pivot to smaller, more affordable EVs, a decision supported by roughly two years spent developing a new low-cost platform to underpin those models. That platform is reportedly slated to be used first in a purportedly “game changing” mid-size pickup and potentially a crossover and/or rideshare vehicle later on, models that Ford CEO Jim Farley sees as the “sweet spot” for electric vehicles at the moment.
“We’re deep in the development of our next generation of vehicles that we believe will be affordable, high volume, and great for our business,” Farley said during Ford’s Q4 2024 earnings call with investors. “On the U.S. retail side, a sweet spot that has emerged: these small and medium-sized trucks and utilities. These vehicle’s use case fits perfectly for EVs – daily commuters, well suited as a second vehicle in the household. They require smaller, much lower cost batteries, these vehicles can be offered at lower prices to help adoption of EVs for the customers who really appreciate their lower operating cost.”
Farley has been a proponent of smaller vehicles for a while now, marking a big change in the automaker’s strategy, which was previously focused on larger, pricier models. We’ve seen this in action recently as the automaker opted to cancel a pair of planned three-row all-electric crossovers, instead shifting to the development of two new hybrids of the same class as replacements.
Additionally, The Blue Oval has pushed back the planned production start date of the next-generation Ford F-150 EV more than once, a model that’s now slated to hit the assembly lines at BlueOval City’s Tennessee Electric Vehicle Center in 2027, rather than this year as originally planned.
Comments
Ahem, Maverick EV please
Ford stock under $10 this morning lost another 5 BILLION!! On EV development!!!!!!!!!! When will Ford fire this guy!
My sentiments exactly, throwing a big party when he joins the long list of failed FMC CEOs.
The Ford Family history of picking CEOs is like the NY Jets history of picking head coaches. Plus, quality has never been worse.
Remember this jewel:
… In a shift in the way it sells vehicles, Ford plans to do a bigger portion of its sales by having buyers order from the factory and wait, rather than pick from the selection available at the dealership.
Company executives say efforts to shift more of Ford’s auto retailing operations to a so-called build-to-order model, where people custom-order online and take delivery at the dealership, would help cut inventory costs for the company and its dealers.
He would never load up dealer’s lots again like it was pre-pandemic.
Well after the UAW boss slapped him around he had a great awakening and realized he had to pay those workers to build vehicles or pay them to set at home. Now dealer’s lots are overflowing again with way too many stop sale recalls and no idea when a fix is coming. This guy is all over the place – Farley’s Folly
Ford lost another 5 billion on ev development today, when will this stop.
When they build enough of them to get economy of scale, and after they build their own batteries, and after they make the small affordable cars that they have in Europe that have NO competitor in the USA. That’s when.
Ford is driving me nuts with the delays in hybrids. Im still driving my old 2011 and 2013 Expeditions with 250,ooo km and 345,000 km respectively. Every year I think they’ll put thr power boost on an Expedition, and every year I’m disappointed! On the bright side, operating both of these old beasts is still cheaper than what a payment would be on a new vehicle, but the environment suffers. Plus, running an off-grid business, it would be nice to roll up in a hybrid!
Please, Ford! Stop dawdling and get it done!!
Hey, Ford is finally figuring this out! EVs make lousy long-trip vehicles and heavy-load tow vehicles. But they are perfect for commuters and around town deliveries. So after being fooled by the Tesla Model S (Lucid really took the bait) which set an unrealistically high standard for EV performance and range early on, maybe automakers are finally seeing the light? Ironically, GM had the ideal vehicle (the Bolt), but they pulled it from the market (perhaps a bit too early?).
You are right. The Bolt was a great platform in an ugly vehicle. If they would have put something attractive on top of that platform, it would have been my next car. They do seem to have righted the ship with Equinox EV. Price and range very good. Ford needed a cheaper Escape EV.
Oh, now you think a hybrid ranger might be a good idea? I swear sometimes I think Jim is brain dead and should not be anywhere close to making these types of decisions, I still own my 2001 Ranger FX4 bought new off the lot and have been waiting for a extra cab ranger 6 foot bed hybrid for years and watching Toyota just keeps taking over while Farley sits on his ass and twittles his thumbs. His stupidity never ceases to amaze, try parking a F250 or 150 in a Home Depot parking lot 3 times a day like most of us do while you sit on your ass wondering why your rangers are sitting on the lot with a 50,000 tag and a 4 foot bed. Guess it’s Toyota time for me, Idiot!
I don´t care what Farley wants to built. If it´s a SUV or a crossover, I´m simply not interested. Not everybody like SUV´s or crossovers or is willing to buy one no matter what.
They need to cancel Project T3, and just make Lightning a powertrain option for F150.
The only vehicles that Farley wants to build are SUVs and Trucks. Period. Very boring and too EXPENSIVE.
Not if it’s an EV Maverick. They’ll sell all they can build.
Not offering an EV Maverick is a lost sales opportunity. Make it affordable and it would sell.
Farley is car guy -> good. Throws big money at racing (F1 and a possible Corvette competitor) -> bad (but I personally like it). Worst frequency of repair in the market -> Bad. Ceasing Escape production abandoning sedan market -> bad.
Like all mfgrs and mandated by the government, Ford has thrown huge money at EVs, which no one wants to justify by the money invested. To balance its books, Ford then has to mark up gas powered vehicles to the point they are unaffordable.
Ford is doing everything possible to keep the “F” series trucks number one. Now Farley says the Ranger/Maverick are the wave of the future. To that I say to the readers of this, when have you EVER seen an ad for either? There is NO push in the market for them.
It is impossible to understand the thinking going on in the company, one bad decision after another. Alan Mulally is needed again so badly.
There isn’t, and won’t be, a sweet spot for EVs until at least 2030, if not longer. Get over it and move on, Jim.
If somebody would build them, there would be plenty of sweetness.
Keep guessing Jim. Maybe someday you’ll luck into the right answer.
I agree that Farley seems too focused on play toys for himself than on Quality or Practical Affordable Models for the rest of us. Why axe the Escape when in Hybrid form they sell every one (except maybe ones that are loaded up with a pano roof and extraneous profit gougers).
Bring back a Lincoln MKZ instead of a four-door Mustang. The MKZ should have had a wagon and convertible option for years now. What’s replacing the Edge? Will consumers who are stuck with bad engines be made whole or is Ford going the way of cheap junk that no one trusts to last?
As for full-on EV’s, tell the meddling government to fudge off. It’s fascism when a government strongarms companies into making ideological products that no one buys.
Here’s a Concept. Listen to what the People on the Front Line have to say. All of a sudden Farley has an Epiphany that Full Size Pick Ups and Full Size SUVs aren’t what the Public wants. What a Shock!
How about Building Vehicles Reasonably Priced that are Energy Efficient without all the Quality issues? It’s a Little too Late now. Loyal Ford and Lincoln customers have been and are Defecting to the competition both Domestic and Foreign.
We don’t need more excitement and non Vanilla cars. We need more Practical Cars and Trucks. Have you seen the Economy Lately? Ford Motor has Lost it’s Way!
Does anyone at Ford Motor Co read this or even care?
The disconnect between the buying public and Ford/GM is astounding. And,no, they don’t seem to care.
It’s much, MUCH worse at gm.
Mary’s new Bolt will have LFP batteries, faster charging, and a heat pump. It will still be ugly but I guess I’ll have to buy one, with no alternative. No Puma EV, no Escape EV.
Does farley say the 10r80 transmission has no problems too ? Just reset your ECM everything will be fine. As these transmissions self destruct all over the country.
EVs have no transmission, so one less thing for Ford to screw up.