Ford has pivoted its electrification strategy in a major way over the past couple of years, spurred by weaker than expected demand for pure EVs. Instead, The Blue Oval now plans to offer a hybrid powertrain option across its entire ICE-focused Ford Blue lineup by the end of the decade, which will likely also include some extended-range electric vehicles (EREV), too. While some of those hybrids figure to be affordable, that seemingly won’t be the case with anything wearing a Lincoln badge.
“EREV would be a perfect drivetrain for us. All-hybrid and EREV lineup, and maybe a few electric cars, but more on the affordable side,” Ford CEO Jim Farley told Hagerty in a recent interview. “I don’t think we want to make an affordable hybrid as a Lincoln, but an affordable EV Lincoln, with over-the-top color choice and over-the-top interior customization would make sense.”
At the moment, the Lincoln lineup doesn’t contain what one might call an affordable hybrid anyway, with the Lincoln Corsair Grand Touring and Lincoln Nautilus hybrid sporting loftier price tags, which is to be expected for a luxury brand’s offerings. It is interesting that Farley mentions the possibility of Lincoln selling an affordable EV, however, which seems to contradict that sort of strategy.
In that realm, Farley also revealed that he rejected the notion of transitioning Lincoln to a fully-electric lineup in recent years, interestingly enough. “I think we’re starting to discover our brand location for Lincoln that makes sense. The team really pushed me to have an all-electric lineup, and I refused to do it. And I’m sure glad we didn’t. I’m sure glad we didn’t,” the executive stated. These comments came some time after former Lincoln President Dianne Craig revealed that the luxury brand was no longer focused on those types of powertrains.
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Once again, he needs to wake up from his bender and get with the times. No one wants an EV, but a hybrid, yes, for now. Best to do an ICE also.
He definitely needs a mental health evaluation
What Farley needs is to be employed by someone other than Ford...
“…..we’re starting to discover our brand location for Lincoln…”
Huh?
Think the real answer is if it’s not a pick-up truck, or a badge-engineered derivative, the Ford family really doesn’t know how to (….or not interested in) investing in designing, developing and marketing a true luxury vehicle.
You are 100% correct. To many Idiots at Lincoln.
I certainly don’t agree with turning the Lincoln lineup into all electric. What I can’t figure out is how Cadillac can build cars and SUVs and have internal combustion engines along with Hybrid and all electric power and all Lincoln can make is SUVs. Next year the lineup of available vehicles for the consumer will be down to three. The Lincoln line used to include some very luxurious and sporty vehicles (Mk VIII and Town Car). What happened Ford/Lincoln ?? Please open your eyes before you lose every customer you ever had. People still want cars too !!
Farley is out of touch and that will hurt Ford in the long run. I am a loyal Ford owner, prbev esently have an older Mustang V8, a 21 Explorer 2.3 and a 24 Corsair with the 2.0 non hybrid. The Nautilus is made in China but even if it was not, its to big for my wife. So if/when the Corsair ( my wifes car) needs to be replaced I guess we will have to go with a Lexus NX. Hybrid is fine. Full bev is not something I am interested in. This guy has to wake up.
You are absolutely correct...
I know Jim. I had some long conversations with him when I was working. He really is a car guy. He loves his hot rods. I cannot understand his thinking with all this electric crap. I know they have to worry about being profitable but, I can’t understand how Cadillac has it figured out and Ford/Lincoln doesn’t.
And, let’s not forget another thing. It’s not a one man show. I believe Bill Ford and the Board of Directors are driving the ship. Jim has to keep them happy. Please don’t kill everything in the line. Not everybody can afford a Navigator.
Thank you.