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Ford’s EV Struggles: A Reality Check on Electric Ambitions

Austin Smith

Published: September 15, 2024 9:30 am

Last Updated: September 29, 2024 6:37 am

Key Points:

• F-Series pickups account for 38% of Ford’s U.S. sales, far outpacing EV sales.
• Ford is heavily incentivizing EV sales, but adoption remains slow.
• Toyota’s focus on hybrids is proving more successful than the full EV approach.
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Ford Motor Company, like many other car manufacturers, reports monthly sales figures, revealing a significant disparity between their traditional vehicles and electric vehicles (EVs). The F-Series pickups, especially the gas-powered versions, dominate sales, making up 38% of Ford’s U.S. unit sales. In contrast, EVs like the F-150 Lightning and Mustang Mach-E have struggled, despite heavy investment and promotional efforts. Ford’s recent pivot away from heavy EV investments, after realizing the market challenges, is seen as a smart move. The discussion highlights the stronger performance of hybrids, like those from Toyota, which opted to focus on hybrid technology instead of fully committing to EVs. Concerns about the long-term value of EVs, particularly due to expensive battery replacements, add further uncertainty to the industry’s future.

Ford’s Sales Report: A Tale of Two Markets

• Ford’s total U.S. sales were up 14%, reaching 170,000 units, with the F-Series pickups dominating at 38% of all Ford unit sales.
• The F-150 Lightning, the EV version of Ford’s iconic pickup, sold only around 3,000 units, while the gas-powered F-Series sold nearly 70,000 units.
• Despite double-digit growth in EV sales, the numbers are still minimal compared to traditional gas-powered vehicles.

Ford’s Retreat from the EV Market

• Ford invested $30 billion into the EV market but quickly retreated when it became clear the investment wasn’t yielding results.
• The Mach-E Mustang and F-150 Lightning have failed to gain traction in the market, leading Ford to pivot back to its core strengths in gas-powered vehicles and hybrids.

The Market’s Response and Ford’s Strategy

• Ford’s decision to cut its losses and refocus on its traditional models and hybrids reflects a recognition of the EV market’s limitations.
• Despite offers like 0% financing for 72 months on the Mustang Mach-E, Ford’s EV sales remain sluggish, indicating low consumer interest.
• The success of Ford’s hybrid models and the continued dominance of the gas-powered F-Series suggest a more sustainable path forward for the company.

The Broader Industry Implications: Lessons from Toyota

• Toyota’s strategy of focusing on hybrids, rather than fully committing to EVs, has proven to be a wise decision, as seen in their strong sales numbers.
• The potential for reduced trade-in values for older EVs, due to expensive battery replacements, could further dampen the appeal of electric vehicles.
• Ford’s experience serves as a cautionary tale for the broader automotive industry, highlighting the risks of over-investing in EVs without sufficient market demand.

Conclusion: Ford’s Return to Core Competencies

• Ford’s retreat from the EV market underscores the importance of sticking to core competencies, as seen with the success of the F-Series and hybrids.
• While the EV market continues to evolve, Ford’s decision to pivot away from a full commitment to electric vehicles may ultimately prove to be a sound strategy as it navigates the complexities of the automotive industry.