Ch-ch-ch-changes: Ford announced a slew of them Monday in response to a very different EV market than the one executives expected to materialize by now. To name a few: The automaker is nixing large EVs that have proven difficult to make profitable in the US, instead investing in extended range electric vehicle (EREV) tech, ramping up its lineup of hybrids, and getting into the stationary energy storage business. “This is a customer-driven shift to create a stronger, more resilient, and more profitable Ford,” CEO Jim Farley said in a statement. “The operating reality has changed, and we are redeploying capital into higher-return growth opportunities: Ford Pro, our market-leading trucks and vans, hybrids, and high-margin opportunities like our new battery energy storage business.” The announcement marks another pivot for Ford, following repeated moves by the automaker to adjust its EV strategy amid market changes. Earlier this year, the company announced plans to launch a new, affordable midsize electric truck in 2027, revealed a new vehicle platform that will underpin its next-gen EVs, and unveiled a new manufacturing process that it said would yield major efficiencies. “Ford is following the customer. We are looking at the market as it is today, not just as everyone predicted it to be five years ago,” Andrew Frick, president of Ford Blue and Ford Model e, said during a news conference. “The American consumer is speaking clearly, and they want the benefits of electrification like instant torque and mobile power, but they also demand affordability, range confidence, vehicles that match their duty cycle, and the freedom to choose the powertrain that fits their life and their work.” Goodbye BEV, hello EREV: Ford is discontinuing production of the pure battery-electric version of its F-150 Lightning truck and preparing to launch an EREV version at an undisclosed date. Keep reading here.—JG |