Ford is continuing to transform its global automotive business, accelerating the development and scale of breakthrough electricly connected vehicles while leveraging its iconic brand to enhance operational performance and leverage engineering and industrial capabilities. "This is not the first time Ford has reimagined the future and gone its own way," said Bill Ford, Ford's executive chairman. "We have an extraordinary opportunity to usher in this exciting new era of connected electric vehicles, delivering the best Ford cars for our customers and making a real difference to the health of the planet."
Last May, Ford President and CEO Jim Farley introduced the Ford+ plan, calling it the company's biggest growth and value creation opportunity since Henry Ford expanded production of the Model T. The formation of two distinct but strategically interdependent automakers — the Ford Blue and Ford Model E and the new Ford Pro business — will help unlock the full potential of the Ford+ program, drive growth and value creation, and enable Ford to outperform traditional automakers and new EV competitors.
"We have made tremendous progress in a very short period of time. We have launched a range of popular products around the world, and demand for new electric vehicles such as the F-150 Lightning and Mustang Mach-E exceeded expectations," Farley said. "But our ambition for Ford+ is to be a truly great, world-changing company again, and that requires focus." We will go all out to create separate but complementary businesses that will provide us with the speed with which the Ford Model E was launched and the unbridled innovation, as well as the industrial technology, volume and iconic brands of Ford Blue, such as Bronco, which startups dream of. ”
Driving this change is the recognition that different approaches, talent, and ultimately organizations are needed to unlock the development and delivery of Ford's electric and digitally connected vehicles and services, and to take full advantage of the company's iconic line of internal combustion engine vehicles.
The Ford Model E was born thanks to the success of small, mission-driven Ford teams that developed the Ford GT, Mustang Mach-E SUV and F-150 Lightning pickups, as well as Ford's dedicated electric vehicle division in China.
"The Ford Model e will be Ford's innovation and growth hub, a team of the world's best software, electrical, and automotive talent to create truly incredible electric and digital experiences for a new generation of Ford customers," Farley said.
"Ford Blue's mission is to deliver a more profitable and vibrant fuel business, strengthen our successful and iconic car range, and earn greater loyalty by delivering incredible service and experiences. It's about harnessing a century of hardware mastery to help build the future. This team will be committed to delivering leading quality, eliminating waste in every corner of the business, maximizing cash flow and optimizing our industrial emissions. ”
The Ford Model e and Ford Blue will operate as distinct businesses, but also support each other — and the Ford Pro, which is committed to providing a one-stop shop for a range of traditional and electric vehicles for commercial and government customers. A full suite of software, charging, financing, service and support for Ford and non-Ford products. Ford Model e and Ford Blue will also support Ford Drive mobility.
The Ford Model E will:
Attract and retain the best software, engineering, design, and user experience talent to refine new technologies and concepts that can be applied across Ford's enterprise;
Take a new approach to designing, launching and scaling breakthrough high-capacity electric and connected products and services for retail, commerce and shared mobility;
Develop key technologies and capabilities – such as EV platforms, batteries, electric motors, inverters, charging and recycling – to create breakthrough EVs; and
Create software platforms and fully networked vehicle architectures to support delightful, always-on, and continuously improved vehicles and experiences.
The Ford Model e will also spearhead the creation of exciting new shopping, buying, and owning experiences for its future EV customers, including a simple, intuitive e-commerce platform with transparency
Pricing and personalized customer support from Ford Ambassadors. Ford Blue will adopt these best practices to enhance the experience of its ICE customers and provide a higher level of customer connectivity and satisfaction.
Ford Blue will leverage Ford's deep automotive expertise to:
Strengthen customer-favorite iconic Ford vehicles such as the F-Series, Ranger and Maverick trucks, Bronco and Explorer SUVs, and Mustang through investments in new models, spin-offs, experiences and services;
Helping customers achieve their passions and everyday lives through tailored brand and vehicle experiences, from off-road to performances to family events, especially where ICE capabilities are required;
Provide new, connected, personalized, and always-on experiences for customers supporting Ford Model e software and embedded systems;
Make industry-leading quality and service excellence a reason to choose and stay at Ford;
Eradicate waste and significantly reduce product, manufacturing and quality costs;
Power the Ford Model e and Ford Pro with proven global engineering, procurement, manufacturing, and vehicle testing and development capabilities for world-class safety, driving and handling, quietness and comfort, and durability.
The Ford Model e and Ford Blue will work closely with other divisions of the Ford enterprise. Ford Pro will continue to provide the industry-leading products, services and support that business customers rely on. With the services of the Ford Model e and Ford Blue, Lincoln will continue to build compelling cars with extraordinary experiences. Ford Drive will continue to develop new digitally connected mobile services. Ford Credit will continue to support the customer experience and increase loyalty through a full suite of financial products and services.