Jim Farley, the boss of Ford, is driving the electrification of the entire group. Compared to the other companies in the industry, the company's economic performance could have been better than the CEO and the investors had anticipated. New architectural designs will bring about the improvements Farley promises for the future.
Jim Farley reportedly stated that the firm is far into developing its second-generation electric cars. This would mean an altogether new electrical design as it would be "fully updatable by software."
The team is working hard on its next-generation vehicle platforms and a brand-new software architecture. "And they will be significantly simplified," the company's chief executive officer adds. "Imagine three body styles, each with a volume potential of up to a million units and only a handful of orderable permutations." The new strategy is anticipated to, among other benefits, resulting in higher product quality and decreased production costs.
According to Farley, Ford will offer customers a significantly less selection of options in the not-too-distant future. It has been demonstrated by Tesla, the market leader in the electric vehicle business, that an offer that is streamlined and, as a result, more cost-effective can be successful. Ford also has the goal of minimizing the amount of excess technology that is included in their automobiles. This also applies to the traction batteries, which have to continue to be capable of providing a range that is appropriate for regular use.
Ford is investing billions of dollars in the development of electric vehicles. Beginning in 2030, the American group intends to sell entirely fully electric vehicles across Europe. Within the next few years, the model lineup for the brand will look considerably different from the one that came before it. No more cars will be produced in series such as the Ford Fiesta and the Ford Focus. At the tail end of the year before last, Christian Weingartner, the Head of Marketing for Germany, stated that "the future models will be more American, and beginning in 2030, they will all be electric."
"Adventurous Spirit" is the new slogan for Ford, and it promotes the company's values of independence, exploration, and boldness. According to Weingartner, the brand has previously utilized a few slogans, but this time, it will also be supported by a comprehensive strategy. Ford plans to concentrate its efforts in the future on four distinct model families, including "Wild Performance" (such as the Ford Mustang Mach-E), "Urban Escape" (the Ford Puma), "Active Adventure" (the Ford Explorer), and "Ultimate Outdoor" (Ford Ranger). Weingartner believes that the objective of greater profitability should take precedence over the pursuit of greater volume. The manager elaborated, "Then we won't have 'plain vanilla' any longer," which means there will be nothing typical or commonplace.
Two of the three new Ford electric cars announced it would offer in the European market will use the MEB electric vehicle platform that Volkswagen developed. On the other hand, the traditional group intends to rely more on its technology in the future - most likely also for the third European electric car, which is intended to serve as the successor to the Ford Puma small SUV. The management has yet to disclose the specific other types are intended to be built in the region.