https://www.freep.com/story/money/cars/ford/2020/09/17/ford-invests-rouge-electric-f-150-uaw/5819541002/
4 replies (most recent on top)
It’s about time Ford came out with the electric F150. Ford has been behind the 8 ball on electric vehicles due to their arrogance and resistance to change. I worked at Ford as an engineer from 1992 - 2004. I currently am on my third Tesla and LOVED all of them. Ford will go out of business if Ford doesn’t change their business plan and adapt to the future of electric vehicles. If you live outside Michigan, Ford, GM, and Chrysler are viewed as “has been” companies and are a joke. I don’t believe the Ford family understands this as they are still living the Gross Pointe, “old school” culture: technology is bad for kids, no Ninebots, no drones, etc. - just golf, scotch for leisure. They are completely out of touch and need to be replaced.
Your friend @ 60+ with the Tesla is a unicorn.
If Elon's targeted audience was that demographic he would have been out of business long ago.
The 40yo and below group I am familiar with, through work and my family, lease F150's as a family vehicle, not for utility. Personally I think this will resonate with a lot of younger folk and their families. For the customer who needs the versatility and durability of an ICE F150, Ford will still be making them for many years to come.
I have a close friend in Germantown Maryland, early 60's, who recently purchased his 3rd Tesla. He travels a lot in all types of east coast weather, traveling from his places in New York and Florida.
He still has only positive things to say about the vehicle. For me, he is a good example of how customers (understanding he has more the most) will adapt and tolerate any potential inconvenience to go with an EV.
Just my observations! :)
I believe they have overestimated the demand for an electric truck, especially in Michigan. My friend drove his Tesla from Chicago to Detroit last winter, had to stop to charge three times because of the extreme cold weather. China and Europe's congested cities might want them, but most people in colder climates are not interested, unless it's just a commute to work vehicle, which nobody does anymore.