Another look at Ford’s plan to transition to electric vehicles
Last March, Ford released some very important information about how it plans to keep its business not only alive, but also successful, during the transition to electric vehicles. Although I briefly mentioned this strategy in another article, our Commander-in-Chief here at Clean Technica wanted us to cover this again in its own article so we can make sure our readers are aware of Ford’s future, as well as go into more detail on this important topic.
The Ford+ package
All the big companies seem to offer a “plus” version of their services these days. Walmart+ gives you delivery and stuff. Disney+ gives you access to most of the Disney catalog going back decades as well as exclusive new content. Now Ford does it with Ford+. Like everyone else, Ford’s “plus” will be different, because Ford is not Walmart or Disney. But what does that really mean?
What we’ve heard repeatedly is that Ford wants to focus on ‘digital electric vehicles’, which sounds like GM’s recent focus on ‘software-defined vehicles’ that I’ve been talking about. in another article, right? Although it’s a clichéd buzzword, the idea that mainstream manufacturers are trying to grasp is that cars need better user-oriented software to compete in today’s world. . That’s important, but we don’t know much else about Ford+.
Luckily, a video from Ford and a few earlier press releases gave us all the in-depth information EV fans need.
“This isn’t the first time Ford has reinvented the future and charted our own course,” Ford executive chairman Bill Ford said in company press releases. “We have an extraordinary opportunity to lead this exciting new era of connected and electric vehicles, bring the best of Ford to our customers and help make a real difference to the health of the planet.”
Getting there is the challenge, but Ford has a plan to get there: Ford+. Unlike Kirby Paint and Tile Plus, however, the Plus doesn’t represent bathroom accessories. It basically means that Ford does what it does and adds to it. So, at the beginning, the “plus” is for electric vehicles. It might seem like a bad strategy, and maybe even avoid the transition altogether, but the way the money flows and what the “plus” represents over time is what sets it apart from a large auto company with a dinky EV side project.
Excerpt from the press release:
“We have made tremendous progress in a short time. We’ve launched a series of successful products around the world, and the demand for our new electric vehicles like the F-150 Lightning and Mustang Mach-E is out of this world,” said Farley. “But our ambition with Ford+ is to once again become a truly great company that changes the world, and that takes focus. We’re working hard to build distinct but complementary businesses that give us start-up speed and unbridled innovation in the Ford Model e, as well as Ford Blue’s industrial know-how, volume and iconic brands like Bronco that start-ups can only dream of.”
“The Ford Model e will be Ford’s center of innovation and growth, a team of the world’s top software, electrical and automotive talent has come together to create truly amazing electric vehicles and digital experiences. for new generations of Ford customers,” said Farley.
“Ford Blue’s mission is to deliver a more profitable and vibrant ICE business, to strengthen our iconic and successful vehicle families and to earn greater loyalty by delivering incredible service and experiences. harnessing a century of material mastery to help build the future.This team will be committed to delivering industry-leading quality, tackling waste in all areas of the business, maximizing cash flow and optimize our industrial footprint.”
Ford Model e and Ford Blue will operate semi-independently to support each other, as well as Ford Pro. (Ford Pro is focused on providing a complete experience for commercial and government customers that includes access to electric and gas-powered vehicles, as well as software, charging capabilities, financing options, services and support for both Ford and non-Ford products.) Additionally, Ford Model e and Blue will help power mobility experiences through Ford Drive.
Put more simply
Let’s make this even simpler: the fundamental idea is that Ford Blue is going to be a big money-maker selling emotional vehicles, and that money is going to be funneled into the e-model, the part of Ford that drives innovation and clean vehicles. Basically, Bronco and Mustang sales will pay for Ford’s transition.
Ford says its innovative Model e division will have the following goals:
- Attract and retain top software, engineering, design, and user experience professionals. Perfect new technologies and concepts that can be implemented across Ford.
- Specializing in helping brands launch high-volume, innovative electric and connected products and services for retail, commercial and shared mobility.
- To create revolutionary electric vehicles, you will need to master the following technologies and capabilities: electric vehicle platforms, batteries, electric motors, inverters, charging and recycling.
- Build the software platforms and networked vehicle architectures that will enable enjoyable, always-on, ever-improving vehicles and experiences.
- Offer its future electric vehicle customers an engaging new purchase, purchase and ownership experience that includes simple and intuitive e-commerce platforms, transparent pricing and personalized customer service from Ford Ambassadors.
Ford Blue will adapt these best practices to improve the experience of its ICE customers and deliver new levels of connectivity and customer satisfaction. Ford Blue will also:
- With support for new cars, merchandise, experiences and services, Ford can bolster popular vehicles like the F-Series, Ranger and Maverick trucks, Bronco and Explorer SUVs, and the Mustang that its customers love. .
- Personalized brand and vehicle experiences, from off-road to performance to family activities, especially in circumstances where ICE capabilities are required.
- Ford Model e software and in-car systems provide customers with new experiences that are connected, personalized and always on.
- Make quality and exceptional service reasons to choose and stay with Ford.
- Reduce product, manufacturing and quality expenses by eliminating waste.
- Trust the premium vehicle engineering, procurement, manufacturing, testing and development capabilities of Ford Model e and Ford Pro for globally recognized safety standards, incredible comfort while driving and levels of minimal noise.
It’s a bold strategy, cotton…
If this was discussed on social media, someone would probably add this meme to the mix:
We can make predictions all day about how this will work out, but the truth is, we’re in uncharted waters. The only way to see if Ford’s multiple personality plan for EV adoption and transition to them will work is to wait and see. Ford’s current vehicle sales across all sectors may give it a good platform to jump from, so it’s entirely possible.
Image selected by Ford.
Do you appreciate the originality of CleanTechnica and the coverage of clean technology news? Consider becoming a CleanTechnica Member, Supporter, Technician, or Ambassador – or a patron on Patreon.
Don’t want to miss a cleantech story? Sign up to receive daily updates from CleanTechnica via email. Or follow us on Google News!
Have a tip for CleanTechnica, want to advertise or suggest a guest for our CleanTech Talk podcast? Contact us here.