By Gary S. Vasilash
Jim Farley, Ford CEO, said to the assembled audience on hand for the production launch of the all-electric F-150 Lightning on April 26, “We plan to challenge Tesla and all comers to become the top EV maker in the world.
“That’s something that no one would have believed just two years ago from us. They’re going to look at this truck and believe it.”
That’s something I have a hard time believing right now.
Not that Ford doesn’t have a shot at becoming the lead EV builder at some unspecified time in the future. It probably will. Electric pickups and full-size crossovers will undoubtedly roll out of its dealerships in huge numbers one Ford has them.
But that a company that has pretty much been synonymous with “auto industry”–as it was established in 1903 and has had factories churning out cars, trucks and crossovers the world over for more than a century–uses Tesla as the point of comparison.
This is not to diminish the accomplishments of Tesla in any way. In 2021 it delivered more than 936,000 the world over.
While Tesla doesn’t break out its numbers by country, Cox Automotive estimates that the U.S. sales of its vehicles were 352,471 in 2021.
Ford had one EV in 2021, the Mustang Mach-E. It sold 27,140.
It’s not like Tesla just started selling cars last year. It has been on the market for more than 10.
Yes, it started out small.
And so was ignored by the traditional OEMs like Ford.
But Team Tesla kept at it and the traditional OEMs kept doing what they were doing by and large their efforts toward producing EVs were simply to meet regulations, not customers.
Now these companies (and know that it isn’t just Ford and GM, but even other stalwarts like Mercedes and BMW) have recognized that not only is Tesla selling a lot of vehicles, but that customers really want them, which is a good characteristic for products to have in a market.
It is sad that Farley (yes, he gets something of a pass as he didn’t become Ford CEO until October 2020) has to compare what the Ford Motor Company will do with Tesla.
One would like to think that the company founded by a guy who was certainly more advanced than many of his contemporaries would be the one other companies would be comparing themselves to, not Tesla.