Ford's Electric Vehicle Plan Relies on Electrifying Well-Known Models

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【Summary】Ford’s finally getting serious about having an electric strategy, which includes coming out with four electric vehicles by 2022.

Original Vineeth Joel Patel    Oct 14, 2019 8:30 AM PT
Ford's Electric Vehicle Plan Relies on Electrifying Well-Known Models
The heavily-camouflaged electric Ford Mustang crossover prototype undergoing winter testing.

General Motors has one of the better, more affordable electric cars on the market with the Bolt, while Fiat Chrysler Automobiles has introduced hybrid versions of the Ram 1500 and the Jeep Wrangler, and has plans to introduce a new electric Fiat 500 in the near future. The other major American automaker, Ford, doesn't seem to have things as well planned out. That's changed, though, as Ford is quickly getting its act together.
Four EVs Coming In 2022

Things are shaping out for Ford, as the brand now has a clear path to become a dominant force in the world of electric cars. As Automotive News lays out in a report, the first long-range EV with a Ford badge is coming in 2020 and is the Mustang-inspired Mach E. Soon after that, the all-electric F-150 is coming out, which will be followed by two EV crossovers that are set to hit the market in 2022. Then, there are the other two electric cars that Ford hasn't even started to discuss yet.
By the look of things, Ford is clearly late to the EV party. Sure, it has four electric vehicles slated to come out by 2022, but brands are already working on expanding range – not coming out with EVs. Chevrolet, Hyundai, Kia, Tesla, Nissan, Jaguar, Audi, and more have electric cars that are already on sale today. But executives at Ford believe they didn't miss out on anything, claiming that low demand for EVs and low margins haven't affected the lack of EVs in the brand's portfolio.
Instead, Ford's taken some time, done some soul searching, and found that it has solved the problem that automakers have been struggling with for years when it comes to EVs, claims Auto News: how to make EVs that are both profitable and popular.
"We're coming in at the right time," Ted Cannis, global director of electrification for Ford, told the outlet. "We could do all sorts of different things, but we're going to play to what we're good at: commercial vehicles, vans, pickups, performance vehicles and SUVs. We have loyal customers, we know our base and the margins are better. It's just the right business."

Electrifying Mustang, F-150 Is Key

Unlike other brands that are coming out with new nameplates for their EVs, Ford is leaning toward electrifying its most historic models – like the Mustang and the F-150. A lot of consumers still don't understand how EVs work or the benefits of owning one, which Ford looks to resolve with an extensive marketing campaign.
In terms of pricing, Ford is targeting unique market segments, which the outlet claims will allow the brand to price its vehicles competitively. Well, competitively enough to where it's not losing tons of money on development costs. With uncertainty surrounding the federal tax credits for electric cars, Ford could run into some trouble down the road, but experts believe that targeting a new market could prove to be beneficial for Ford.
Don't look for a Bolt or Leaf competitor from Ford in the near future, as the automaker isn't going down that route. Instead, Ford's EVs will have shocking looks and performance.

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