• Ford Knows It Can’t Compete With Porsche and Tesla; More Affordable EVs Coming

It may look like Ford’s backing away from a fight, but this is a really smart move!

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Ford is the world’s fifth-largest automaker and there is a reason behind it. One can argue the company’s strategic moves over the years, but there’s no denying that Ford knows what it’s doing. Now with the world moving towards electrification, Ford has decided to pick its battles carefully and position itself as more of an affordable EV maker than a premium one that sells cars with six-digit price tags.

The company’s CEO, Jim Farley, has promised that Ford will be making electric vehicles starting from as low as $20,000 and not go past the $70,000 bracket. It looks like Ford is going for volume over profits in this segment. Is it a smart move?

Ford Will Produce Value-For-Money EVs

Ford Knows It Can't Compete With Porsche and Tesla; More Affordable EVs Coming Exterior
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Speaking with WardsAuto, Ford’s new CEO, Jim Farley, who took over the reins just a month back, has stated that the Blue Oval is not targeting to sell EVs priced more than $100,000. He said, “We are not going after the $100,000-plus market. These are affordable vehicles.”

He further added that the Ford EVs will be priced between $20,000 and $70,000 in the U.S. and Europe.

Farley added that Ford will emphasize on commercial EVs as well. He said, “There’s been a lot written about the electrification of our industry and Ford’s bet is different. We’re betting on a full lineup of commercial electrified vehicles.” Ford is going to reveal the all-electric Transit in a couple of weeks and said that the van will be sold all across the globe, including China.

Farley noted that the company now has four assembly plants in North America targeted for building EVs, which include a completely new plant at the Rouge complex in Dearborn, Michigan and a retooled facility in Oakville, Ontario, Canada. Ford will be investing $700 million in the Rogue Center and be the birthplace of the electric F-150 as well as the F-150 PowerBoost Hybrid.

The Electric F-150 and The Mach-E Are Just The Beginning

Everything You Need to Know About the 2023 Ford F-150 Lightning Electric Pickup
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Rumor has it that Ford has developed a whole new architecture
And it should have a giant frunk too, since the battery back will be stored under the bed or in side\below the frame.

Speaking of the electric F-150, the company released a teaser image back in September. It featured a full-width lightbar up front that screamed for attention. There seemed to be a diamond-grille on the face that looks quite different from the standard F-150 models. A sculpted hood can also be seen that further to the silent truck street cred. The hood appears to be quite big, but there could be a pretty large frunk underneath to store work tools and other related stuff.

Ford Knows It Can't Compete With Porsche and Tesla; More Affordable EVs Coming Exterior
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The electric F-150 will be joining the company’s first electric vehicle, the Mach-E.

Ford bravely slapped the Mustang moniker on this electric crossover to make it sound more credible and show how much faith Ford has in the product. I honestly didn’t like this move, but that said, the Mach-E is an impressive product. The car recently received a price cut and now ranges from $43,000 to $60,000. The Mach-E GT will start around $60,000, which puts it into Farley’s claim of building cars in the $20,000 - $70,000 range.

Final Thoughts

2021 Ford Mustang Mach-E Exterior
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Does this mean the electric F-150 will also top out at around the $70,000 mark when it launches? We’ll have to wait and see. What are your thoughts on Ford’s move to not go up against the likes of Porsche and Tesla in the EV segment? Share them with us in the comments section below.

Source: Wards Auto

Sidd Dhimaan
Sidd Dhimaan
Senior Editor, Truck Expert, EV Expert - sidd@topspeed.com
Sidd joined the Topspeed.com team in 2017 as an intern and in less than a year he earned a full-time position as an associate editor and junior automotive expert. Fast forward to today, and he is currently serving as a senior editor, pickup truck expert, and EV expert.  Read full bio
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