As Andrew Hawkins identified in The Verge this week, “Ford appears to understand its timing is unlucky.” Through the announcement, executives emphasised that this was a wager, one which may not work out.
CEO Jim Farley put it bluntly: “The automotive trade has a graveyard suffering from reasonably priced automobiles that have been launched in our nation with all good intentions, they usually fizzled out with idle crops, laid-off staff, and pink ink.” Woof.
From the place I’m standing, it’s exhausting to be optimistic that this announcement will end up in another way from all these failed ones, given the place the US EV market is correct now.
In a brand new report printed in June, the power consultancy BNEF slashed its predictions for future EV uptake. Final yr, the group predicted that 48% of latest automobiles bought within the US in 2030 can be electrical. On this yr’s version, that quantity bought bumped down to only 27%.
To be clear: BNEF and different organizations are nonetheless anticipating extra EVs on the roads sooner or later than at this time, for the reason that automobiles make up lower than 10% of latest gross sales within the US. However expectations are means down, partially due to a broad minimize in public assist for EVs.
The tax credit that gave drivers as much as $7,500 off the acquisition of a brand new EV finish in simply over a month. Tariffs are going to push prices up even for home automakers like Ford, which nonetheless depend on imported metal and aluminum.
A revamped manufacturing course of and a less expensive, fascinating car could possibly be precisely the form of transfer that automakers must make for the US EV market. However I’m skeptical that this truck will be capable to flip it throughout.
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