Ford's approach to Electric Vehicles
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- Опубликовано: 18 янв 2025
- Clip from the Darren Palmer, Vice President Global EV Programs at Ford Podcast where him and Sandy discuss the Mach-E, F-150 Lightning and E-Transit. They also talk about Ford's partnership with Tesla.
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#Ford #MachE #f150lightning
Ford over estimates the value of the Mustang brand. The mach-e could have been called just that, and it would done just as well. Even when mach-e owners talk about their cars they don't call it a mustang.
Well said 👏👏👏
it’s a Muttstang!!!
should have used the Thunderbird model name.
Mustang brand has value.... It was just not that appropriate for the BEV It was placed on...
It's not about brand value. It's about regulation and fees for "gas guzzlers". All the Mustang cars are taken into an average and if that average is above a certain limit for emissions and fuel consumption, then it increases the car price due to fees the manufacturer has to pay. Mustang is a people's sports car so the price has to be low. The EV reduces the Mustang's average considerably.
It's quite amazing how they describing what most see as normal and totally expected as something out of ordinary exceptional - talking to the customers and understanding what to actually design and build.
MORE! Please? It was just getting good. I found this very interesting.
The full episode is available here: ruclips.net/video/GAH2teu85II/видео.html
Yep, the F-150 LIghting is a winner. That monster frunk and bidierectional charging are huge pluses. On the other hand the MachE seems to be just another generic SUV. The New inventory at my local Ford dealer confirms this. They have 33 MachEs and offer a $2k discount from MSRP on all of them. They have two Lightnings and are asking $10k over MSRP on both.
The inventory of Lightnings is building up. And Ford isn't even making very many of them.
There is another possible explanation. The Mach-e has to compete with the now cheaper Model Y. The lightning only has some marginal competition from Rivian.
The frunk is amazing.... But the V2X charging Option is far too proprietary, complex and costly, to be considered a major plus...
in the segments that Tesla competes, they're putting a lot of price competition....
It only seems like a winner cause of the extremely limited offering of electric Trucks. When the Cybertruck comes out, it'll make the lightning look like a complete failure. I guarantee you Ford is shitting their pants that when the Cybertruck comes out, the lightning sales numbers will plummet.
Great interview Sandy, thanks!
A year ago, they wanted $30,000 over MSRP at the dealer. Never go back to a Ford dealer again !
Thanks Sandy
🙋♂️THANKS SANDY,MUNRO TEAM 💚💚💚
Mustang has brand power as a halo car among a niche audience. For most buyers outside North America it has been irrelevant but the mach E is raising awareness of the Mustang heritage, so as a pproject it's playing brand building in both directions. Still, the Eu and RotW markets want B,C and D segment cars, mostly SUVs these days so if Ford wants to sell cars globally they need an Ora Cat/MG4 competitor asap.
light duty pu is probably the worst/toughest ev challenge, many use them for commuting mostly with occasional towing so which use do you design the battery pack for? 100 kwh for general use or 300 kwh for hard core towing?! gas and diesel offer more flexibility for this role, i think tesla should have done a ups/fedex/amazon van before doing a pu
You don't have to design for both. Forget towing. Let customers who want towing get a gas/diesel. The pie is big enough for everyone. The part of the pie that wants a pickup but doesn't tow is likely big enough for Tesla's production capacity anyway.
I own a 2023 Ford Lightning…love it….but I don’t think you can make an EV pickup to do everything you can do with a Ford ICE pickup with max towing package and a 36 gallon gas tank. Which is okay. Different vehicles for different folks.
It is the dealerships that will kill this EV idea as well as the buying experience in a flash. It is an awful buying experience. AWFUL as well as service
your customers are also saying do better with software experience
Very cool, Ford has been Ford lately in a very good way. The Bronco, Maverick, Mustang, Transit, and F-150 are solid and true. The only thing missing is the Galaxy and the Model T.
Maybe Ford could work on making the user interface screen more responsive? Its very laggy and feels cheap.
I am not sure about the Mach-E - it is not selling. To me it's just another medium size crossover.
It might do better when it has access to the supercharger network. Being just another crossover means there's a huge addressable market for it, especially since most of the others aren't electric yet.
Call the Mach E whatever you like, Its the best car I have ever owned!
SPECIFICS, PLS
the MEHICAN mustang......lol.
Have you had only Fords?
This man hasn’t owned a Tesla clearly
In my opinion, the only mistake Ford made in direction is the Mustang, it should be a sports car and not a SUV. The Mustang should look like a Mustang, it should excite and not be a family run about.
So no new Fiesta or Focus, no more affordable cars from Ford, because they're too hard.
True
Now Ford needs to bring a "real" Mustang that is loaded for bear to take on the Taycan and Tesla. The thermals are weak on the Mach-e. Bring a real performance ripper Mustang and put everyone on notice Ford is in this to win. Put a signature Mustang out there that takes it to the competition and people will be looking at Ford hard. Right now the Mach-e isn't it. The next generation EV's from Ford can't get here soon enough.
Totally agree. They have painted themselves into a corner by using up the Mustang name with the MachE.
They could have been a contender.
They should have brought back the “Probe” name ironically as that car was supposed to be the Mustang replacement back in the day….
@@cmdrbillpaxton4302 Yes, they have an entire list of former car names that they could pick up and run with. There seems to be a bit of a disconnect at Ford and GM about brand names and sticking with them, refining the product. It does not bode well for the companies.
Darren just rambled on and on without saying much. Perhaps the economists got something out of this, but, as someone interested in the engineering of EVs, this was vapid.
The Fully Charged interview with Jim Farley was really illuminating. They might actually survive.
OK, granted. But what if instead you were someone interested in how Ford Motor Company would possibly compete in the fast evolving industry? GM could do well to pay attention to Ford’s strategy.
Hold on.
They made a "generic Ford truck" and a "generic converted ICE design" using generic parts from the bin.
.
Plus, I'll say again, he's repeating what I consider to be the "sideways dig" by Jim suggesting that Tesla is in the "commodity vehicle" market.
.
Should we note that for the last century, that has been the bread and butter of Ford, or that Fiesta was a great example, until they realised the "huge Factory small, low unit profit vehicle" model didn't work moving into the EV space?
Hence the demise of Fiesta/ Focus in Europe?
.
Also needs reminding that the Tesla "one model commodity vehicle" is currently the number one seller this year? Of any segment?
You got to love triggered fanboys ;)
@@nc3826 he's triggered because he presents a cogent retort? You are clueless.
fanboy calling something a "cogent retort" is a fantastic oxymoron....
Thank you for the validation.... Enjoy the Kool-Aid.....
I'm nursing my Focus along because I don't want a Chinese or Tesla. But Ford is giving up on my market, which is half of America.
@@jamesvandamme7786 What market?
us true Americans are supposed to love pick up's, so just buy a Lightning lol
Nowadays with 2 car payments to go to work and 6 year installs we have underwater loans.
Nice video. The speaker seems confident in the product. May be the product is as good as his confidence.
Why people don’t like Mustang name. It is good car anyway .
The NYPD I believe is buying a couple of them to add to their fleet of electric cars. They cool in black! I’m just not on board with lithium batteries. Too dangerous. Need something safer and that can charge faster. Toyota playing it smart compared to other auto makers.
Bullpucky. Toyota is playing so much catchup they mustard'd their CEO. We're still getting wafts of hydrogen for non heavy load use. We're still getting PR platitudes and not hardware in production. Toyota-San has his work cut out to reacquire their lost lead.
I really liked my test drive in a Mustang Mach-E. It was a great EV, and its BlueCruise was much better, more consistent, more reliable, less erratic than the EAP in my Model 3. The only thing that needs improvement is its DCFC speed and charging curve. Hopefully that will improve as Ford transitions to using Superchargers…?
Funny you should mention that because my MachE just update last week to improve just that lol
@@ghost25killer Cool! Glad to hear it! Has anyone posted its new charging curve?
CCS has sucked in North America.... What I'm concerned That the Tesla SC cure will make it worse.... Since it's not designed for 800 volt architectures.... Yes, I know about V4, but that's designed for a limited rollout.... Plus the time table for the cybertruck roll out does not give me confidence..
But in the meantime good luck with the new charging curve.... Hopefully it's flatter....
@@nc3826 NACS will handle almost twice the power of CCS.
@@205rider8 good luck comprehending what I said...
That ain’t a mustang lol. When you make a 2 door coupe then we’ll talk
FORD needs to think of today’s young people with a little extra cash. Design an electric Mustang with the same body style of the gasoline powered Mustang, but with an electric motor and battery pack of at least 80 kilowatts to 90 kilowatts. Two doors and four seats. It is a pure sports car with true muscle car performance. Zero to sixty in under 3 seconds. Top speed of at least 150. And call it the Mustang Mach 2 or 3 or 4.
Little extra cash and 90kwh of battery in same sentence and to top of 0-60 in 3 seconds? For what 20k? That is the battery and power train alone...
Forget big batteries, 50kwh tops with rear motor and 0-60 in the 4 to 5 seconds focus sized car for 20k would be the killer... In other words what tesla is working on as next gen...
I would just buy a Tesla. And I did.
Why people don’t like Mustang name. It is good car anyway . If Ford lose there won’t be Mustang anyway.
Ask him if the “mustang” handling is why it fails the moose test??? And if so can you reprogram it to pass the moose test and screw your loose rear end bs???
Ford exclaims teslas are a commodity then has to admit defeat because of their most differentiating feature, the SC network.
I died laughing, when I heard, Farley say that..... Since I knew how many cult fanboys would be triggered by it.... Thanks for the validation.... Enjoy the Kool-Aid....
Tesla is a commodity like iPhone is a commodity.
@@Bryanbkk Just like Android except higher price
people want innovation with EV. Rivian’s gear tunnel, Lightning’s V2L, Ioniq5 design…
The early adopters want gadgets and new shiny. The mainstream just want to get to point B. So we wait. Oh, look, Mary might keep the Bolt in production!
Sandy knows that the Mustang Mache E is a knock off Medle Y. Commercial vans will not sell enough to move the needle. This fight will come down to the full-sized pickup. If people hat the Cybertruck, Ford has a chance. If they love it, this will get ugly.
Ford's approach smallers Batteries with Lower Range amd higher Prices to make a Profit. Not exactly a recipe for success in E.V.s My Gas Toyota Yaris Value goes up everyday as I look at the crap ford has in store.
FUD motors is NOT making their BEV as Efficient as possible.
Fud motors doesn't even make Cathodes, battery cell or inverters.
Kind of the problem with it being a mustang is that the mustang aspect made it like $15k more expensive
Don't forget that Sandy Munro collapsed when he saw the Mustang thermal management system !!!!
I believe to this day that the EV being named Mustang was not a great idea. If they wanted to use a name from the past i think it should have been named Galaxy! Nothing sounds EV as much as Galaxy. For a performance version they could have called it the Galaxy Thunderbolt! Talk about an EV name, that's it!
All the good electrical names are taken, even Maxwell. Oh wait, there's Steinmetz.
I've been saying since Ford announced the Mustang Mach-E that they should have used the Galaxy name but put a twist on it and call it Galax-E if they wanted to differentiate it.
Mustang ev is an awesome idea, but needs to look cooler like ice one
F150 lightning... 100,000 people cancelled there orders 😂😂😂😂😂
FUD motors has a DEMAND problem.
The industry is SHOCKED by ... you know.
I wonder whar the percentage of these comments are posted by bots / AI / Non Humans.
AI has more relevant input than humans.... So when the intelligence of the discord goes up, say Hi to an AI ;)
Maybe AI is better than native stupidity.
Ford did buy an EV company, but then they shut it down. Typical. Typical Detroit playbook which goes back to buying and closing streetcar networks etc.
interesting video, except the strategy is broken. ford are not a premium manufacturer and all i'm hearing is electric cars will be big, overweight, expensive and therefore inefficient. they wont sell.
FUD motors , going forward, will ONLY make Expensive premium BEV , and PERFORMANCE variants .
@Mark Plott wants to be premium, can't compete with KIA.
@@mrg-ghx8052 - FUD motors Outsells Hyundai group.
But they'll make high profits on the few they do sell, that's all they care.
@@jamesvandamme7786 - gm is dong the opposite, less premium BEV, cheaper made Compact vehicles.
Go Electric, Go Big or Go Home!
I'll stay ICE and keep my freedom of movement and all that extra money I'd have to spend on a future white elephant (EV).
You just summarized the entire video.
@@Bryanbkk But Munro shills for Tesla, so there's THAT...
MUNRO live - FUD motors approach to BEV is, LET someone else build it .
the MEX- e is made in MEHICO , and is not even engineered by FUD motor .
the Front end is made by MAGNA & the REAR by Borg-warrner.
and FUD motors did a POOR job at Integration.
The f-150 lightning is a winner. It’s like the iPhone of EV pickups
nice backhanded compliment.... But the iPhone of EVs is Tesla.... since they both have closed-end ecosystems
I and ten million other folks want a cheap small car to get to work. If Ford wants to build the Puma EV here, we'll buy one, otherwise it's a Chinese knockoff. The original Mustang was a small cheap car, and so was the Model T which put America on wheels. Franklin was a nice car but they're gone.
FUD motors , don't make profits on the PUMA/KUGA
@@markplott4820 Then Volvo/Geely or BYD, if Grandpa Simpson lets them in the country
I can not blame Ford for not building a small, inexpensive EV car. If they can’t make money on a small vehicle, whether it is ICE or EV, don’t build it. Their long term goal is to make money.
@@billsrelectric - but, FUD CEO Jim said they cant make low price Affordable models at a PROFIT , so FUD motors is Focused on EXPENSIVE sports EV models , and Full Size Trucks EVs .
they wont attempt to make & SELL any FUD Esccort EVs ever. this also Eliminates the FUD Ranger EV as well.
@@markplott4820 I have a Focus and except for the transmission that they cheaped out on, it's a great car and they made lots of money on them. But they lost buckets of good will by not listening to their engineers and using bad clutches.
You put two extra doors on it. It's no longer a Mustang.
Exactly. What's next? A Mustang delivery van?