The Man Behind The Best-Selling Truck In 50 Years - Ford CEO Jim Farley | The Fully Charged Podcast
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- Опубликовано: 8 июн 2024
- On the podcast today is first-time guest and Ford CEO, Jim Farley. Prior to joining Ford in 2007, Farley was Group Vice President and General Manager of Lexus, and the Group Vice President responsible for all Toyota Division market planning, advertising and merchandising
Under Farley’s leadership, Ford has boosted investment in electric vehicles to more than $50 billion and has set ambitious targets for scaling their production to 600,000 EVs a year by the end of 2023 and more than 2 million by the end of 2026. Recorded over Zoom at the FC North show in Harrogate, Robert and Jim pull the curtain back and talk EV software, electric transits, the F-150, battery plants, and the Prius.
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This is easily Farley's best interview, brutally honest about the challenges in software and the hard work ahead to make them competitive.
Ps, they did not electrify the mustang, they made another vehicle, I found a nice F-250 on the lot, but it only comes with a 460 cube motor , with no gas mileage
💯 feels like a defining moment for the entire automotive industry.
Manufacturings’ only hope, regardless of industry, is to abandon the 100+ yo sequential Model T-style assembly lines & adopt Tesla’s “Unboxed” innovation. Any new lines not doing so spell disaster for their companies. Also, as Tesla proved in Fresno, converted old school plants become disfunctional nightmares. So unless legacies scrape their properties to the ground & go greenfield, they’re DONE. So, can unboxed be licensed? Thoughts?
Brutally honest about LEGA internal sabotage - not by assembly line workers, but - by execs, who perceive other Ford execs as their enemies. Cray. With a capital Zee.
@@danasmith1899 Its a performance vehicle with Mustang styling and Mustang-ish dimensions, except for height. The Mustang III was just a souped up Escort and deserved the badge far less. But regardless of how people feel about it, it's HUGE that Ford put the F150 and Mustang badges on their first and second major EV products.
Massive congratulations to Robert on getting someone as big as the ceo of Ford onto your channel and letting him feel confident enough to open up to you! The sign of a brilliantly bewildered interviewer! At the end of the interview when Jim openly admits that he is a fan boy. You are making big waves bobby lew! Keep it up and you never know who is watching.
Watch STATE OF CHARGE (US) Jim Farley interview.
I second this! 👍
Impressed by this guy. Eats humble pie frequently. Brutally honest about the lessons Ford has learned/ is currently learning
We all know the legacy auto makers are going through the same thing.
Wow Farey is a class act, and it was touching how he complimented Robert at the end.
When someone writes a book on the history of electric cars, they will hopefully add in a page or two about what robert has done.
@@DavidKnowles0 too bad he is such a lefty ;-)
Wasn’t it just! ☺️☺️ Very humble guy and I think that really pays off for Ford too
@@bartwaggoner2000 Too bad right wingers spent the last 50 years telling us EVs and renewable energy were leftist garbage or else we would be much further along by now.
That was a fantastic guest.
That is the type of guest you need more of. His insight into the direction of the industry was really interesting.
I suppose trying to dig yourself out of a hole with a spoon focuses your insight?
@@rogerstarkey5390 that man is just deeply sad. he knows exactly what will happen in the next 5-7 years. they should focus only on one model, the F-150 in the ev sector. improving it until it is ggod like a tesla. they don't have a competition in that sector - cybertruck is not for the same buyer - and have a chance. if they learn during that how to build an ev, they can move on to smaller cars.
Fascinating interview! Ford is very lucky to have Jim at the helm. Great questions!
Watch STATE OF CHARGE interview with him.
I felt a real swell of pride to hear the CEO of a legacy Motor Company acknowledge the work and contribution of Robert and the channel and by extension all of us supporting over the years. Well done Robert and the team. ❤
Bravo, 💯 agree!
Hopefully this translate into solid backing for the Fully charge live show in the US at least.
That was the best video that I've watched for a long-time. My Dad worked for Ford for 30 years. I'd given up on our family discount as I thought they'd never transition! They way Jim seems to revel in challenges that others would shrink from. What a great CEO!!
I respect Farley’s honestly for sure but I’m still giving up on my family discount and jumping ship to Tesla and others. As a fusion and escape owner it sounds like Ford won’t have an ev for anyone under 40-50k. Ford will survive and be profitable but will be a much smaller automaker than they are now. Probably from 4 million sales a year to 2-2.5 a year. Seems like all escape/fusion/ and maverick owners are being told to buy an f150 lightning for 70k or hit the road.
He reminds me of Herbert Diess.
Ford will only survive if they embrace the changes he is forcing on them.
If they kick him like VW did with Diess they will end up like other OEMs…
@@Glenhh They may have kick Herbert out but I don't think they have change their strategy much.
@Neil Lewis
"Revel in the challenges others would shrink from"
Consider that statement....
.
You're describing the wrong person (+company)
@@rogerstarkey5390 it starts with a T….. and end with an A!! They can go head spell it!! 😁😁😁
Wow! Jim Farley has brought down the Truth Hammer. Huge Respect for being so forthright.
Really appreciate the honesty, Mr. Farley. Respect.
Great interview Robbert. Congratulations on a great scoop getting Jim on. The more I hear from him the more I like his attitude and passion for electrification 👍🏻
Trying to survive until 2026.
More thoughtful and enthusiastic electric than I thought. Ford is in good hands finally.
Great insights into the industry. My respect for Ford has grown tremendously today.
Wow that was fantastic Ford have a huge future with someone as smart as Jim at the helm
Ford POSSIBLY have "A" future with someone as smart as Elon assisting them.
Manufacturings’ only hope, regardless of industry, is to abandon the 100+ yo sequential Model T-style assembly lines & adopt Tesla’s “Unboxed” innovation. Any new lines not doing so spell disaster for their companies. Also, as Tesla proved in Fresno, converted old school plants become disfunctional nightmares. So unless legacies scrape their properties to the ground & go greenfield, they’re DONE. So, can unboxed be licensed? Thoughts?
@@Crunch_dGH
First, FoMoCo Superchargers.
(Tesla gets the battery backup/ energy arbitrage, where the money is 😉)
.
Then, I depends if the new ford factory under construction can adapt and whether they can approximate the system without Tesla, then, would that be a problem....?
I suspect we're going to see such "approximations" from others (Including Toyota, who ironically, by being so far behind, have a clean slate to work with?)
Pppp5pp5
Appreciate Jim Farley's honesty here. You won't see or hear the same from Mary Barra @ GM, or anybody at Toyota, VW or Honda. My wife worked in automotive back when Jim was at Toyota - and he was already a superstar back then, often said to be the next to run Toyota...but then he went to Ford! Good thing to have him behind an American company!
Toyota and Honda are the most honest one!They dont weast money on unefficent way th hrevy batterietech,they invest in the future batterietech and until they are ready they sell ICE and hybrids!
Almost everything Robert does is fantastic, but this one was particularly great. THANK YOU to both participants.
Extraordinary interview, in fact Robert waffled a bit as usual and Farley talked away almost without prompting. Insightful.
A few minutes in I was really hoping that Robert would let Jim speak!
@@nr5494 it was a bit of a slow start but quickly perked up.
It just shows you how difficult it is for the old industry to change.
Wicked insight.
The general public would never understand the software challenges without knowing the number of off site programming of the different components.
He's an incredibly intelligent man.
This was probably the best podcast done on this channel ever. It was very interesting and informative. It helps explain why some legacy manufacturers can't get the software correct. VW, for example, can produce cars as well as anyone, but the software has failed miserably because the challenge of integrating the modules from numerous vendors and suppliers is way too complicated for any team of software engineers. Farley correctly noted that vertical integration of components that all speak the same language is essential for success. Companies who fail to understand this will perish. I think Ford is lucky to have Farley. I'm not a Ford customer, but I was impressed.
He simply stated the approach chosen by EV manufacturers that are currently successful… like Tesla 😅
Every time I listen to Jim Farley, I am more impressed with him.
Same. I learn something new every time I listen to him. He sees the challenges but doesn’t seem intimidated at all.
Of all the legacy oem ceos, Jim Farley is my favorite. Brutally honest man. Love him
Maybe because he tells you what you want to hear?He dose exectly what most are doing following the herd!Toyota is the only company that is going its own way they dont want to weast money on current batterietech that is obsolet in 5 years!They do develop the future batterietech and until they are ready they sell ICE and Hybrids!
@@brunoheggli2888 You obviously have no idea of what you speak and this interview, if you even watched it, went right over your head.
Fantastic interview. The F150 works for the construction industry... Power a green field site in the middle of winter with lights, power tools, etc. Re-charge at the hotel .... repeat with no noisy generators.
You can safely store all your tools in the frunk (froot) and keep the bed for hauling materials is a huge bonus
That was wonderful, I didn't expect to enjoy it - assuming it was going to be boring corporate waffle. Thank you.
Fascinating Robert. Thank you for providing us this interview. One of your best episodes!👏👏
Such a gush of fresh air it is, to hear someone as powerful as Farley say "we got it wrong!" Also, I think he must've been listening to Munro. That "whiny old geek" skit is practically lifted straight out of one of Sandy's rants. 😂 Beautiful finishing words for you there too, Robert! And well deserved.
This is a great interview- suggest you give it some additional visibility and place it in the main channel- CEO interviews deserve more than a few thousand views.
I am really impressed by Farley. He gets it. We bought the Mach E and still love it two years in. Great interview. Would have loved it to be another hour.
Quite the coup to get an automotive CEO of the calibre of Jim Farley. Brilliant and very interesting interview.
I watch all of the fully charged videos and I'm a huge fan but seriously, despite the length of the video, this is the best and most insightful video that I have seen.
What a great interview. And I was genuinely moved by Farley's comment at the end.
Excellent interview! I love hearing how well Jim Farley understands the competitive landscape of EVs. Seems like he has a far better strategy than any other major western automaker (besides Tesla of course).
"Understands"?
You mean the realisation of
"Oh Sh** we have to do this or we're dead"..... 10 years late?
.
If a major company CEO had said this in 2014, I'd have been (semi) impressed.
Jim Farley is always candid and insightful but this is NEXT LEVEL. There are very few leaders in this space who we can listen to for 40 minutes nodding along in agreement without exception. He clearly understands exactly what Ford needs to do in order to compete. It is obvious (to us) that many other legacy automakers will evaporate while Ford remains relevant. What is not completely clear, however, is how Ford can contend with the EV new guard (Tesla/BYD/Geely/Nio) when Ford is shackled by tens of billions of dollars of soon-to-be decommissioned ICE related assets (Model E sets the stage for a belly-up), labor unions (separation is messy), and dealer franchises (Ford Blue holds promise).
Fantastic interview! The best on this channel so far!! Two fantastic men talking and educating people. Awesome!!!
He's what the legacy auto need!.
I really do appreciate the kind of people who answers directly to the questions without too much excess of information.
This interview is already historic today, thank you so much!
Wow! What a fascinating and interesting chat, amazing to glimpse under the curtain at Ford and hear about the background of projects like F150 Lightning. Great stuff Bobby & team!
Proud of you Rob! You are on it! 👏
Wow what an interview and what a guy Jim Farley is. Thank you that was a pleasure to listen too.
Awesome interview. Thank you and congrats Bobby Llew for a chance to speak with Jim Farley! And congrats to Linda Zhang for leading the F150 Lightning project and creating a vehicle that is single-handedly not only transforming Ford, but transforming American's perceptions of both EVs and Ford Motor Company. I must admit I was VERY skeptical that Ford would be able to pull this off. I was SURE that Ford would build an also-ran EV with subpar stats, nothing new or interesting in it, and fill it chock-a-block with cheap plastic panels and switchgear like their 90s mass market products... a page from the VW EV playbook if you will. The Lightning is quite frankly a shocking vehicle. I never would have imagined this out of Ford. And Im really excited to hear about Ford's efforts to re-vertically integrate their company, to continue to support American manufacturing and to be a part of the manufacturing onshoring that we so desperately need to not only be competitive globally, but to fix our dire economic woes. Just fantastic.
"Transforming American perception of EVs"?
You spelt the name wrong.
Starts with "E"
Fun fact for ya, Ford built an awd 4 motor ev f-150 demo for the 2008 sema show with 150 miles of range.
@@rogerstarkey5390 For most of the people buying this vehicle, it is not only their first EV, but many of them have claimed that they never even considered buying an EV before this. That is the very definition of the F150 Lightning changing perceptions. Just wait until it finds it's way into fleets. Ford has basically stolen the Cybertruck's thunder and is perhaps a much better EV ambassador than the Cybertruck would have been, if it ever goes into production. Especially with the Vehicle to Home killer feature that is THE very reason many people are buying the Lightning and which Tesla doesnt even offer. Ford-1... Tesla-0.
Great chat. Some points.
1. He really knows how company’s and industries history
2. Bob you must have loved his send off thanking you for your work
3. I like how he see vertical integration as a way to help keep his workforce during transition. A ICE line worker may not be able to be an EV line worker but that can make the differential quite easily.
What a fascinating interview, and credit to Jim Farley for being so frank and honest about the EV future and how Ford can navigate their path going forward. Top video.
What's great about this interview is not just that you scored an interview with a major auto CEO, but that it was worth doing. Besides Jim and Elon, there are basically no auto CEOs with whom you could have a valuable conversation.
Robert and Fully Charged are the Kings of EV news
This interview was great. Jim is on to something here by just laying it down like it is. Refreshing and inspiring. Hang in there Ford.
A truth talking CEO not full of confidence. What a gentleman you got there, bravo!
This is easily the best interview I've heard yet with Jim Farley. I found the segment regarding Ford returning to vertical integration especially interesting.
Excellent interview. Jim understands the challenges EVs manufacturers have.
Jim Farley is the real deal. It's an honor to listen to him.
He's a CEO who had the "OH ST** !! moment" slightly sooner than some others and has POSSIBLY made enough 'correct but late' decisions to save his company (with a LOT of downsizing).
He's also been "thrown a bone" by the big dog in the space, let's see if he keeps disrespecting that "big dog"?
.
P S
Don't suck up.
@@rogerstarkey5390 You can't get over that a rational CEO called your cult worshiped company vehicles, a "commodity".....
Just drink your Kool-Aid and you'll get over it...
Quite the enjoyable interview! Loved Jim's outro as well. I can echo that sentiment too that the Everything Electric Show represents my voice!
Farley appeared very disinterested at first, but once he warmed up he became ever more enthusiastic. I think Ford is in good hands.
Can someone please explain why this video/podcast does not have millions of views? Jim's best interview so far. He is so honest. Great job guys!
Because this podcast is 100% swayed by EV's, where the majority of us don't Need or really Want electric vehicles why pay more to put up with the hassle. I am not sure New Technology = Better for the Consumer or lower cost.
Thank you so much for this interview! Very interesting perspective!
Big kudos to you Robert from Jim at the end of this podcast. Makes me proud to be a subscriber to something that is being listened to by the movers and shakers in this world. We’re a small but growing group of people who can hopefully shape the future for the better. 😊
Out of all legacy car makers I think Ford has very good chance of being one of the top players in EVS, followed by Hyundai, very good interview.
The more I hear from Jim Farley and the more I learn about his work at Ford, the more I believe his company will thrive and carry the name Ford into the future.
I think this might be my favourite ever Fully Charged Podcast. Was great to get some insight into how Ford is approaching the EV transition.
I hadn’t realised up until now that there were so many module suppliers, all with different software. That’s a massive stumbling block and I’m so pleased that Ford have recognised it and are addressing it. I think this is why the German brands will struggle, with their deep alliances with Bosch, ZF etc.
Take a closer look at Bosch. They're well advanced in EV tech.
And servicing/ repair.
Robert, this was your most important interview. The last 10 days have been the turning point.
Fantastic interview
So much amazing knowledge in a single video!
Jim is the best marketer in the business. I was a direct report to him for about 10 years or so… the man is brilliant
The last time Bobby interviewed a legacy auto CEO, a few months later he was being smuggled out of Tokyo in a flight-case. Best of luck Jim!
Congratulations on a wonderfully insightful interview! I’ve certainly learnt that there are real challenges ahead for legacy car companies
Excellent stuff. Many truths revealed! Keep up the great work!
Amazing, amazing interview. And hats off to Jim's candor and historical knowledge. So good, I'll probably watch it again :) Thanks!
Jim Farley is a CEO who deserves that role he listens thinks and speaks his mind which everyone can understand well done Ford you deserve to survive
Nice to see a CEO who is a breath of fresh air. What a coup to get such quality time with you both.
Great to see that Farley thinking is focusing on the transformative. Good for Ford!
What an awesome interview. Everything I've seen Jim Farley in shows what a genuine, candid, good person he is. Very refreshing.
Great chat guys
What a wonderful episode. Although I have never owned a Ford, it was fantastic to hear Jim's insights into the Ford company and its future direction.
I really think vertical integration is crucial to a companies success.
I own a BYD Atto 3 in Australia, my first Ev and bought this particular Ev because it was in my price range, has one of the safest batteries and the features for the price are amazing along with the standard safety features as well as BYD being a very integrated company.
I think any vehicle's safety features that prevent and accident occurring or a pedestrian being hit in the first place is a win-win situation no matter the brand of vehicle, which quite often seems to be a topic of debate, but if lives are saved isn't this a good thing and a great outcome?
I guess I'm so excited about future technologies. To me, it doesn't really matter which company or companies get there, so long as it benefits all humans in making our roads safer for everyone.
Really fascinating. Proper old school car guy who seems to totally get electrification and the exciting prospects that come with it. Listening to customers and keeping some soul in products. I’m sure Farley & Musk will learn a lot from one another. That balance of ‘digital, efficiencies of production, and soul’.
Farley can learn nothing from Musk except how to ruin a social media site. Farley can however learn a great deal from average joe Tesla engineers who do all the work, but recieve none of the credit from Elon fanboys.
The fact he was having weekly meetings with the team behind Ford F150 electric truck, I think tell you his commitment. I doubt he has weekly meetings with any other team at Ford.
@Rich Harper
One way traffic
That was really interesting and underlines the significant challenges for legacy automotive manufacturers to make the move into EV’s. Tesla (price cuts or not) will take a lot of catching. Also the insight on the gestation of the F150 Lightening project - I did wonder how it ever happened!
I love the honesty, will brilliant, software engineers work for Ford? Elon said this 10 years ago
Amazing interview, I really appreciate Jim’s honesty and pulling back the corporate curtain in a way that traditionally would never be allowed. Openly saying that the vast majority of the company tried to kill the f-150 lightning is insane for the CEO to say but brutal honesty build immense credibility
Amazing guest and very open about the challenges.
Probs to Jim for recognizing all the real challenges and actually talking about them publicly!
But I can’t watch this video without thinking about how I and many others knew all that nearly 10 years ago and tried to explain it to people.
This was so obvious but OEMs had too much pride.
The post master. Great Intro and facinating look back into the history of electric, before discussing the latest challenges and thought process.
Wonderful podcast. Thank you both.
Much respect to Farley's honesty and sincerity. Mary could take a few lessons from him.
this is the first I am hearing of the 30% marketshare electric car held in the past. Tesla has been making waves for the past decade and a half and these guys at the top management level of ICE car companies are sitted there saying "we've seen this before" and "nothing new here"... that is a lil bit terrifying.
Another hugely interesting and informative chat with some great deep dives into vehicle transition.
Not sure of the accuracy of the Toyota RAV-4 comments, though.
The battery was a NiMH, not lead acid. And they were crushed by Contract Law, not Health, Safety or anything Engineering wise. 🤔
Thank you Robert. I’m glad Jim echoed the sentiments of so many of us when his thanked you for all the work you have done, and continue to do to make the world a better place.
Really interesting conversation. Thanks guys.
Wow. Amazing access! Loved it.
This is just a reminder on why it’s such a good idea for business leaders to get on podcasts/social media. If you want retail investors, we gotta know about you and what your plan is.
I still have major doubts about Fords ability to execute, but it’s clear Jim has a lot of good ideas, he “gets it” and is willing to talk publicly about it.
This is one of the best interviews I have ever watched. Jim is really switched on and it was so insightful to hear how he is turning Ford around to leverage this new EV technology. I also agree with Jim, that Robert deserves heaps of praise and thanks for all his hard work. He and the Fully Charged show was the reason I bought my EV, he gave me the confidence to do so and I have never looked back. Thank you.
That was a really revealing conversation. With a lot to think about. I will be looking at other Legacy companies with new eyes from now on!
Very candid interview with Farley. He’s plainly impressive and insightful. True asset to Ford
So interesting! Love the show.
I’ve really liked Jim Farley. Now I know why he is a gem from his grandfather who worked at Ford to his great achievements at Toyota - Lexus and Prius? Wow. Thanks Robert and Jim. Lotsa love to all from Toronto ❤❤❤
First of your podcasts I've watched, what an amazing interview. You could absolutely see him wandering to begin with and then utterly engaging, well done Robert, really really well done. Now, just get him to produce a Fiesta ST electric please 😎
Ford potentially do have a future with Jim Farley at the helm. I’m delighted that Jim ‘gets it’ and that they have successfully partnered with Tesla for Ford to participate with Tesla’s Supercharging network. I hope Ford will license Teslas OS going forward, it makes sense. Well done team Ford.👍
This does suggest though that Farley sees the customer facing part of the OS as critical for differentiating Ford from the rest of the pack.
Did you not hear what he said? NO MORE OUTSOURCING CRITICAL COMPONENTS. They are NOT going to lease software from Ford, you must be some Tesla bot.
Refreshingly honest interview, unlike the whiny rants from CEO's of Stellantis, Toyota etc. Ford gets it and will succeed, especially if they collaborate with Tesla.
In Sweden Dodge Ram are quite popular. They sell as a E85 Eco cars. Ford will sell every F150 Lightning they can get over here.
Great show Robert. The Ford journey to Electrification is an interesting one...
It's just so refreshing to see a major CEO so humble, so clear about what went wrong and how to fix it. Farley gets it, like other commenters said. But are other CEOs don't get it or they pretend they don't?
Jim, keep making the right choices. I'm impressed so far. Soooo much better than Toyota, they are lost and will be obsoleted............for their choices.
Thank you. Seems like a humble man.
Not in "a position of strength" at the moment.
We'll know in 2 years if the company might survive.