A few days ago, Michael Barnard slammed Jim Farley for being asleep at the wheel during his time as CEO of Ford Motor Company. Michael’s primary complaint about Farley is that he has failed to usher Ford into the electric car era fast enough. He contended that only in the middle of last year did Farley realize the Chinese weren’t just doing cheap knockoffs of US products and buying US brand cars with the proceeds.
“Presumably, it took a year for this to become public because Farley’s sleeping pattern was so disrupted that he couldn’t concentrate. That would explain why electric vehicles were only 1.65% of Ford’s global sales in 2023, and still only a paltry 4.3% in the first half of 2024. Meanwhile, Tesla sold 25 times as many electric cars globally. BYD sold 41 times as many plug-in cars. While those two firms are the highest volume car, SUV, and light truck OEMs in the electric arena, Ford has been outsold by 180 times in this space,” Barnard wrote.
In response, Ford reached out to CleanTechnica to make their case as to why and how Farley had not been asleep on what’s happening in China. Additionally, in response, Zachary Shahan wrote a followup piece arguing that Farley had actually done a pretty good job at grabbing Ford by the scruff of the neck and dragging it forward into the EV future. It has in fact created a separate division within its corporate structure called “Model e” that is dedicated exclusively to the development, manufacture, and sale of electric vehicles. Some readers will recall a time when Elon Musk got his knickers in a knot because Ford had trademarked “Model E,” thus preventing Tesla for using it. That suggests the Model e division was not some Johnny Come Lately afterthought. Somebody within the company had actually been planning for the EV future quite a few years ago.
Just a few days ago, my colleague Tina Casey wrote about a new initiative started by Jim Farley to address the fear of the unknown that keeps many potential EV owners from considering an electric car. Ford wants to solve that by giving customers a free EV charger and assistance from a licensed electrician to install it (in most cases), which seems to indicate Ford really does see the big picture when it comes to marketing electric vehicles.
Ford Doubles Down On Iconic Cars
During a recent interview with the UK’s Car Magazine to introduced the new battery electric Ford Explorer for Europe, Jim Farley’s alter ego made a surprise appearance. He said the company’s marketing plan going forward was to stop building “boring” cars and start selling “iconic” EVs, off-road trucks, SUVs, and crossovers, as well as more muscle cars. “We’re getting out of the boring car business and into the iconic vehicle business,” he said in the interview.
This isn’t the first time Ford has slashed its lineup to focus on a small number of the most profitable — and expensive — models. Ford stopped selling the Fusion in the US in 2020. The Focus is set to be discontinued next year. The Fiesta was killed off in 2023; the Flex in 2019. The C-Max left the stage in 2018 and 2019 for the regular and hybrid models, respectively. The last Taurus rolled off the factory floor in 2019.
What all of these models had in common was that they were priced lower than Ford’s other offerings but still high for their market segments. Ford is no stranger to cutting its most affordable, least profitable models. It seems yet again the company is angling away from its roots as the name that brought automobiles to the masses to focus instead on catering to wealthier clientele.