Ford CEO Jim Farley has expressed his distaste for two-row crossovers on many occasions over the years, largely because he doesn’t see that segment as a strength for the automaker. True to his word, we’ve since seen the Ford Edge wind up being discontinued in North America, and after Farley hinted that the Ford Escape could be on the chopping block as well, its production at the Louisville Assembly plant will soon be replaced by an all-new mid-size EV pickup. Now, the executive is once again touching on his general dislike for two-row crossovers.
“Now is time to change the game once again. The new pickup built here in Louisville, is going to cure a lot of problems, like all those generic, two row crossovers that dominate our industry,” Farley stated at Ford’s recent unveiling of its new universal EV platform, which will underpin the new mid-size EV pickup when it enters production in 2027. Perhaps ironically, the executive made these comments at the Louisville plant, where Ford current produces the Escape and Lincoln Corsair – both two-row crossovers.
Following these comments, Farley also mentioned a rival two-row crossover when speaking about the forthcoming mid-size pickup, saying that it will have “more passenger space than the latest Toyota RAV4 – with a frunk and a bed.” The RAV4 has long reigned as the top-seller in the mainstream C-segment crossover space in the U.S., too – moving 239,451 units in the first half of 2025, more than the Escape (82,589 sales) and Bronco Sport (72,438 sales) combined, and then some.
In addition to not being a big fan of two-row crossovers, Farley has also expressed disdain for what he calls “boring” vehicles on several occasions over the years – noting that the automaker is “getting out of the boring-car business and into the iconic-vehicle business,” with vice president of advanced product development, Jim Baumbick, adding “we’re not trying to make toasters on wheels.”
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So, the Toyota RAV4 sold 234K so far this year and the Honda CRV sold 212K. For boring 2 row SUVs, Ford would love to have these sales numbers. People are not going to buy enough EVs to replace the lost 100K in Edge sales and the 150K the Escape which is going away produces each year.
Perhaps, per Farley, the salespeople at the Dealership can use their “selling skills” to get Escape customers into the new EV pickup like they can-per Farley again- get Edge customers into a Mach E 🙄
And for this brilliance we pay Farley $24 million per year in salary and bonus.
He has shown us over and over he will abandon profitable and large market segments just to push his own personal agenda. If he doesn’t like it, you can’t have it.
Sorry, Jim – we’ll go elsewhere where car companies actually know how so spell “customer”.
So many CEOs and politicians these days are insane and Farley is right up there. One of these vehicle types has absolutely nothing to do with the other, Jim.
Jim is like a cancer to Ford and no one in Ford family see that, this guy is so bad, so destructive …
Dream on. If he does not know the difference between an ICE powered crossover (the segment Ford pioneered in the 1990s) and an EV pickup, Ford’s in bigger trouble than I thought. How does this incompetent still have a job?
Edge, Flex and Escape were my favorite cars.
I am not a truck or heavy SUV person. So what Ford can offer me now?
Remember that he said the same thing to then-current Fusion owners about the upcoming Maverick. Must have banged his head while auto racing.
Don’t know what Farley is smoking but these comments are the most out of touch comments from Farley yet. Billion dollar Bill must be to busy playing with his train station to see the shambles the Ford Motor Company has become under Farley’s inept control.
What’s new with Junior. With the exception of Mulally, all his CEO picks have been failures.
When my lease is up in 2027, i’m not replacing my 2024 Edge by a pickup truck, and even less so with an electric pickup truck.
I will have to find myself another boring two-two SUV from another manufacturer.
Been buying Ford vehicles since 91. A total of 7 in all. When do I do when my 20 Edge needs replaced. I’m not a fan of the Bronco and the Escape is a little small, if it’s still around. I guess an Explorer is possible, but it’s overkill. A RAV4 or CR-V looks to be in my future. I can’t be the only one that feels that way.
You’re not the only one. Unless Ford introduces something new before next summer, I’ll be buying a Honda Passport. It will be my first non-Ford (or Mercury) vehicle since I’ve been driving. Without the Edge, they no longer make what I want (a 2 row SUV with a good amount of cargo space).
Does he not understand that CUV and SUV buyers are a different group of people than pickup buyers? Why would they give up a covered cargo area if they don’t need an “actual” truck?
Recently bought a 2025 Bronco Sport. It’s a fun vehicle. Very easy to drive. I’m equally impressed with the EcoBoost 3cyl engine. Getting 28mpg and more than enough power for my daily driving.
Too many automakers are ditching 2 row SUVs and crossovers in favor of 3 rows. There are plenty of buyers that don’t want 3 rows and don’t want to buy a 3 row just to fold the seats down and never use them.
I did look at Honda, Toyota, and Mazda before buying the Bronco Sport. The Bronco Sport was just a more enjoyable overall package.
Why does he think everyone wants a pickup, much less an electric one..¿????. I was interested in an edge but they are gone now . Our fusion has been a great car.
Farley is destroying Ford.
What’s the plan for Lincoln? To go join Mercury? We have not seen anything worth buying from Lincoln lately.
If you ignore what people want and build what you think people should want, you lead a company out of business. Farley is ridiculous, it’s he that should go,
Hyundai Sonta,Honda Accord, Kia k5, Chevy Malibu,Toyota Camry all look like the Ford Fusion. Thanks to Farley he wants to make more Mustang E ‘s that don’t sale. We don’t have enough electricity to power AI and our homes,and industries.so let’s make Electric Cars and trucks time for a new CEO
Build what the people want, I think Ford made that mistake before!!
I’ve been a For guy all of my life. I currently have a 2022 Edge, a 2018 Fusion, a 2019 Lincoln MKC and a 1966 Mustang. As the time comes to replace the three newer vehicles I feel I’m forced to go to a brand other than Ford as they have killed off all of the vehicles in interested in buying from them. I definitely don’t want a truck or EV of any sort so after 53 years I’ll be buying a Honda or Toyota. Goodbye Ford
Sooooo 3 out of the top 10 best selling vehicles in the us..
Toyota Rav 4
Honda Crv
Nissan Rogue
Farley the Rav 4 sold more than F150 last year, 1st time in 42 years F150 was out sold… Soley, this disgrace should have gotten you fired let alone all the other decisions you’ve made causing Ford to be the higest recalled vehicle manufacturer ever……