Ford CEO Jim Farley has been quite vocal about his concerns pertaining to Chinese automobiles, which have grown in terms of scope and sales by a dramatic measure in recent years. Chinese vehicles are packing technology that domestic rivals can’t quite match yet, and companies like BYD are posting eye-opening sales results with each passing month – justifying those concerns. However, it isn’t just Farley – nor Ford’s U.S. and European businesses – that are worried about this ever-increasing Chinese competition, either.
“A key challenge is the rapid growth and entry of competitive brands – mainly Chinese brands – intensifying the market and increasing consumer choice,” Ravi Ravichandran, president of Ford Middle East and North Africa, told Al-Monitor in a recent interview. While Ford remains one of the top five vehicle manufacturers in the region, Chinese automakers continue to eat into that market share, and are now projected to claim 34 percent of the Middle East and Africa market by 2030 – up from just 10 percent in 2024.
As for Farley, he has voiced his competitive concerns as it pertains to Chinese automakers on numerous occasions in recent months. One of his biggest focuses remains on lowering the cost of components, which is something that Ford’s Chinese rivals have mastered in many ways, especially as it pertains to EV batteries. When it comes to existing Chinese auto technology, Farley admitted that it’s “the most humbling thing I’ve ever seen.”
There’s quite a bit at stake for Ford in this ongoing battle, and in fact, Farley even believes that “we are in a global competition with China and it’s not just EVs and if we lose this we do not have a future at Ford.” The exec has spent his fair share of time studying Chinese EVs after he brought a total of five of them back to the U.S. with him, which the company has been driving around in as they attempt to play a bit of catch up in many regards.
The convenience of a camper without the trailer.
They're more powerful than the cars than won Le Mans.
A sign of things to come?
A rather interesting combination.
The design holds up today.
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So what is he going to do about the Chinese? What is his strategy to beat them? It isn't making high horsepower Mustangs so he can go racing. In what segments is Ford #1? If he's honest the F-150 isn't number 1. GM is, only they do it with same truck, two different logos. Far better ROI. Farley talks a lot but he doesn't act like a leader out to conquer territory planning ahead and leading the troops. This site gets excited about Lincoln beating Cadillac but they both are small potatoes compared to the Japanese, et.al. in that segment, or Ford is #1 in Argentina. Big deal. That's not the game. This is war. In the 1970s and 1980s Ford and GM lost a lot to Toyota and Honda. Now the Chinese are the elephant in the room. And Ford will get stomped on again unless they change.