Ford is developing a new platform that will serve as the foundation for smaller and more affordable electric models. Led by a former Tesla engineer, the architecture aims to produce the world’s most efficient electric cars. This move signals Ford’s commitment to offering a range of affordable models beneath their current SUV lineup. Marin Gjaja, the chief operating officer of Ford’s Model E division, emphasizes the importance of affordability and differentiation in capturing the mass market. Gjaja also believes that smaller vehicles will see the most acceleration in electric vehicle adoption due to their lower cost and greater sensitivity to fuel costs.
The new platform is expected to debut with a replacement for the Puma, which will be an electric model. Other models could potentially follow, filling the gap below the larger Explorer SUV. The goal is to create differentiated vehicles that stand out in their respective segments. The architecture team consists of around 300 engineers, including experts from Tesla, Rivian, Apple, and Formula 1. Ford CEO Jim Farley acknowledges that the competition will come from affordable Tesla models and Chinese OEMs, so cost and efficiency are top priorities.
One of the key aspects of the new architecture is the use of lower-cost lithium iron-phosphate (LFP) battery technology. This technology reduces the cost per kilowatt-hour, making electric vehicles more affordable. It also offers greater durability and longevity compared to other battery chemistries. Gjaja mentions that initial concerns about cold weather performance have been addressed, making LFP batteries a viable option for Ford’s electric models.
Ford’s shift towards larger and more premium models, such as the Puma and Explorer, represents a departure from their previous reputation as a cheap and reliable brand. The introduction of these new models aims to command a price premium and elevate the Ford brand. Anna Lena Strigel, director of sales and brand management at Ford Model E in Europe, emphasizes that Ford will have a smaller and more targeted portfolio of models, focusing on building trust with customers and salespeople.
When asked about the growth of the electric vehicle market, Gjaja remains confident despite the current slower growth rates. He believes that the market is still expanding faster than the internal combustion engine (ICE) business and that various factors, such as new technologies, subsidies, and changes in gas prices, will continue to drive growth. Ford’s plan to sell only electric passenger cars in Europe by 2030 may have been ambitious, but Gjaja acknowledges that customer feedback and market realities have prompted a reassessment of the timeline.
In conclusion, Ford’s development of a new electric vehicle platform underscores their commitment to affordability and differentiation. By leveraging the expertise of former Tesla engineers and other industry professionals, Ford aims to create the most efficient electric cars on the market. The use of lower-cost LFP battery technology further supports their goal of affordability. With a focus on smaller and more targeted models, Ford seeks to elevate its brand and build trust with customers and salespeople. Despite the challenges and adjustments along the way, Ford remains optimistic about the growth of the electric vehicle market and their position within it.