Ford Motor Company is strategically realigning its electric vehicle (EV) roadmap in response to mounting global competition and evolving market dynamics, aiming to establish a more profitable, capital-efficient business model while expanding its offering of low CO2 emission vehicles.

To accelerate customer adoption of electric vehicles, Ford Motor Company plans to introduce a diverse range of electrification options. The company’s updated North American vehicle roadmap emphasizes affordability and extended range, starting with a new digitally advanced commercial van in 2026, followed by two state-of-the-art pickup trucks in 2027. This reimagined strategy is part of Ford Motor Company’s broader effort to realign its U.S. battery sourcing to reduce costs, maximize capacity, and bolster the production of current and future electric vehicles.

Ford Motor Company President and CEO Jim Farley emphasized the brand’s ongoing commitment to innovation within the United States, noting the valuable insights gained from being the second-largest electric vehicle brand in the country. Farley highlighted that Ford Motor Company’s new plan focuses on offering maximum consumer choice while capitalizing on the company’s strengths, such as its extensive experience in the automotive industry and its leadership in truck manufacturing.

Facing the rise of global ev giants and consumer demand shifts

The global electric vehicle market is undergoing a seismic shift, driven largely by the rapid expansion of Chinese automakers who leverage vertical integration, low-cost engineering, and advanced battery technologies to gain a significant share of the global market. Chinese electric vehicle manufacturers like BYD and NIO are not only producing EVs at lower costs but are also integrating cutting-edge digital experiences that appeal to a growing global audience. This competitive landscape has put pressure on legacy automakers like Ford Motor Company to adapt quickly.

Moreover, the profile of the typical electric vehicle consumer is changing. Unlike the early adopters, who were often willing to pay a premium for the novelty and environmental benefits of electric vehicles, today’s consumers are more cost-conscious, viewing EVs as a practical solution for reducing fuel and maintenance expenses. The ability to charge vehicles at home, coupled with the growing availability of EV models, has intensified competition and led to increased pricing pressures. Ford Motor Company recognizes that a globally competitive cost structure is essential to thrive in this evolving market.

John Lawler, Ford Motor Company vice chair and chief financial officer, acknowledged the challenges presented by pricing and margin compression, stating that the company has had to make difficult decisions to adjust its product and technology roadmap. Ford Motor Company’s strategy now focuses on ensuring that all new models achieve positive EBIT (Earnings Before Interest and Taxes) within their first 12 months on the market. To this end, the company is refining its industrial footprint and optimizing the timing of product launches to maintain profitability.

Broadening electrification with hybrid technology

As part of its strategy to remain competitive, Ford Motor Company is expanding its electrification efforts beyond fully electric vehicles by incorporating hybrid technologies into its next generation of vehicles. Specifically, Ford Motor Company plans to integrate hybrid powertrains into its upcoming three-row SUVs. This decision marks a significant pivot from the company’s previous plan to produce all-electric three-row SUVs, which has now been shelved. As a result, Ford Motor Company will incur a non-cash charge of approximately $400 million to write down manufacturing assets related to the canceled project. Additionally, the company anticipates up to $1.5 billion in extra expenses and cash outlays, which will be reported as special items in future financial statements.

John Lawler emphasized that increasing the proportion of U.S. battery production is a critical factor in enhancing profitability, particularly as the company seeks to qualify for the Advanced Manufacturing Tax Credit. Consequently, Ford Motor Company plans to reduce its capital expenditure dedicated to pure electric vehicles from 40% to 30%, redirecting resources toward hybrid technologies and U.S. battery production. This strategic shift reflects the growing demand for hybrids and the company’s commitment to maintaining a competitive edge.

Launching the next generation of ford electric vehicles

Ford Motor Company’s next phase of electric vehicle development will kick off with a new commercial van, set to be assembled at the Ohio Assembly Plant beginning in 2026. The company’s strong commercial EV presence, anchored by the E-Transit—America’s best-selling electric van—positions it well to capture a significant share of the commercial EV market. For commercial customers, who prioritize total cost of ownership and productivity, Ford Motor Company’s electric vehicles, software, and charging solutions offer unmatched value. Vehicles like the E-Transit and the F-150 Lightning Pro are designed to meet the diverse needs of businesses, providing the best tools for the job while delivering cost savings.

In 2022, Ford Motor Company established a specialized team in California to revolutionize the company’s approach to next-generation vehicle development. This team, which operates under a skunkworks model, takes a holistic approach to vehicle design, engineering, supply chain management, and manufacturing. The goal is to fundamentally rethink the electric vehicle to reduce costs and complexity. By benchmarking against the best in the world, the team aims to deliver electric vehicles that are not only more affordable but also uncompromised in terms of performance and functionality.

The first vehicle from this new platform will be a mid-sized electric pickup truck, set to launch in 2027. This truck is expected to appeal to consumers looking for more range, utility, and usability for their money. Ford Motor Company’s next-generation electric truck, codenamed “Project T3,” will incorporate lessons learned from the F-150 Lightning and offer groundbreaking features, such as enhanced bi-directional charging and advanced aerodynamics. Scheduled for launch in the second half of 2027, this truck will be assembled at BlueOval City’s Tennessee Electric Vehicle Center.

Expanding battery production and smart manufacturing

As part of its broader electrification strategy, Ford Motor Company is realigning its battery sourcing and production processes to achieve cost reductions and capitalize on tax incentives provided by the Inflation Reduction Act. The company plans to move some of the Mustang Mach-E’s battery production from Poland to Michigan by 2025, allowing it to qualify for these benefits. Furthermore, the BlueOval SK joint venture in Kentucky will begin manufacturing cells for the current E-Transit and F-150 Lightning in mid-2025, ahead of schedule, leading to significant cost improvements.

In Tennessee, BlueOval City will start producing battery cells in late 2025 to power the new electric commercial van being built at the Ohio Assembly Plant. These same cells will also be used in the next-generation electric truck and future emerging technology vehicles, giving Ford Motor Company the flexibility to manufacture across multiple segments as the market evolves. The company’s first lithium iron phosphate (LFP) battery production is on track to begin in 2026 at BlueOval Battery Park Michigan. This will be the first automaker-backed LFP battery plant in the U.S., offering Ford Motor Company one of the lowest-cost battery cells in North America.

Navigating the complex EV landscape

Ford Motor Company’s decision to diversify its electrification strategy and incorporate hybrid technologies represents a calculated move to maintain its competitive edge in the rapidly changing automotive market. By balancing its portfolio between electric and hybrid vehicles, Ford Motor Company is positioning itself to meet the diverse needs of a global customer base while staying ahead of emerging competitors.

Jim Farley’s emphasis on innovation and flexibility underscores the company’s commitment to adapting to both market pressures and technological advancements. As the global leader in pickup trucks, Ford Motor Company’s strategy to future-proof its product lineup with a range of propulsion options ensures that it remains at the forefront of the industry.

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