Ford CEO Takes LA Times Writer on an Electric Road Trip
Jim Farley, CEO of Ford Motor Co., invited me on a road trip in his brand new electric Ford F-150 Lightning pickup truck. We cruised down Interstate 5 from Harris Ranch to Bakersfield, chatting as we went. It was a fun adventure and a chance for me to get some insight into how Farley plans to navigate the challenges facing the automotive industry.
Ford and other carmakers are facing increasing pressure from countries around the world to transition to electric vehicles. California, in particular, has set strict regulations for car sales, with a ban on new gasoline and diesel vehicles starting in 2035. This presents major challenges for carmakers who have been building combustion vehicles for decades. However, Farley believes that targeting commercial customers who prioritize total cost of ownership over upfront price will be the key to success.
The F-150 Lightning is Ford’s first mass-market electric pickup truck. While other powertrains will still be available, Farley sees commercial customers as the ideal early adopters of EVs due to the lower maintenance costs and the limited range required for most business operations. However, Ford is not neglecting suburban and rural customers who have been loyal buyers of the F-150.
When it comes to competition, Farley doesn’t view Tesla’s upcoming Cybertruck as a direct threat. He believes the Cybertruck will appeal to a specific group of people, and its unique design may actually broaden the perception of what a pickup truck should look like. Farley also sees the transition to electric vehicles as more than just a technological shift – it’s also a shift towards digital products. Ford is exploring ways to monetize data and provide value-added digital services to customers.
Overall, the road trip with Farley was a mixture of fun and business. It was clear that he is passionate about the future of electric vehicles and is determined to lead Ford through this transformative period in the industry.
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