For over 100 years, Ford Motor Company has led the way making innovative vehicles that shape the future and get people where they need to go. Now, Ford is gearing up for perhaps its most transformative chapter yet – spearheading the mass adoption of electric vehicles (EVs).
Propelled by runaway success from new models like the F-150 Lightning and Mustang Mach-E, Ford‘s EV sales have already grown an astounding 103% over November last year. What‘s more, EVs now account for 4.3% of Ford‘s total vehicle sales in the US as consumer appetite for electrification keeps expanding exponentially.
As America‘s longtime top-selling automaker, Ford brings vast manufacturing capacity, trusted brand cachet with truck owners, fleet managers and everyday drivers, and – most importantly – some seriously capable new EVs that meet or beat comparable gas-burners. This article explores Ford‘s surging EV offensive and why it represents a tipping point for transportation electrification at large in the coming decade.
Overview: Ford Makes Big Strides in EV Market
Historically viewed as a laggard in the EV race upstaged by Tesla, 2022 marks the year Ford seized its momentum. Leveraging its best-selling F-Series pickup heritage and the birth of the Mustang muscle car era in the 1960s, Ford spotlighted EVs with both labels to get buyers‘ attention fast – and it worked.
- 103% Year-over-year jump for Ford EV sales in November
- 8.6% Ford‘s share of total US EV market, up from just 3.1% in 2021
- 4.3% Share of Ford‘s total sales now from EVs, surging past 2% share
As America‘s perennial #2 auto brand behind GM, Ford carries enormous influence over what people drive. With Ford now onboard the EV train in a major way, we could soon hit an inflection point where electric goes firmly mainstream.
Ford‘s Winning Electric Vehicle Lineup
While most automakers dabbled lightly in electric compliance cars, Ford recently unveiled full-fledged EVs with the capability, aesthetics and branding to woo hardcore truck and SUV fans. Early sales indicate Ford delivered exactly what buyers wanted. Let‘s look closer at the new models accelerating Ford to the top EV echelon seemingly overnight:
F-150 Lightning: The Electric Truck Heard ‘Round the World
Jaws dropped when Ford unveiled the F-150 Lightning in May 2021 – an electric version of America‘s best-selling vehicle for 40+ years running. But it took experiencing its explosive power firsthand for skepticism to erupt into euphoria.
Range & Power: Offering up to 320 miles per charge, the F-150 Lightning often surprises first-timers with its mammoth 563 horsepower enabling 0-60 in just 4 seconds in top Platinum trim. Take that, Tesla!
Smart Features: With ability to power an entire work site or household during blackouts, the Lightning doubles as a backup generator. Constant over-the-air updates give early adopters more capability over time too.
Early Sales Success: November saw record Lightning sales of 2,062 trucks – nearly 4X October‘s volume! It already dominates the electric pickup segment with well over 50% market share.
Price: With a base MSRP of just $41,769 before federal tax credits, the Lightning squares cost/capability value proposition.
The game-changing F-150 Lightning brings startling performance and advanced capabilities to America‘s best-selling vehicle (Credit: Ford)
Clearly this revolutionary pickup both electrifies and commercializes EVs in one fell swoop. As Ford‘s halo for convincing gas-lovers to go electric, the Lightning is a resounding success. 2,062 sales in November represent 3.7% of total F-Series volume – and rising sharply.
Mustang Mach-E: Electric Horsepower Rebooted
Assigning Ford‘s legendary Mustang badge to a 4-door electric SUV seemed scandalous before its launch. But record sales prove this sleek rocket redefines Mustang magic for a new era.
Power & Performance: With up to 312 mile range and 0-60 mph in 3.5 seconds courtesy of 480 horses, the Mach-E rivals Tesla‘s punch. Handles curves like it‘s on rails too.
Tech: Giant touchscreen, smartphone controls and over-the-air updates keep things cutting-edge while driver assist features bolster safety.
Volume: November saw Mach-E sales leap 14.6% over last year to 3,539 units, passing 150,000 total production milestone. Reviews laud its design, ride quality and value balancing price, luxury and performance.
Clearly the Mustang Mach-E brings desirability and driver appeal to EVs by infusing iconic styling with instant torque. Expanding the Mustang stable to include this electric SUV cements it amongst the most recognizable vehicle badges worldwide. Sales remain red hot.
E-Transit: Work Van Reinvented
While less glamorous than pickups or sport coupes, the commercial van segment can‘t electrify soon enough for thousands of small businesses and fleet operators impacted by volatile gas prices. Enter Ford‘s E-Transit.
Functionality: Designed squarely for work, it delivers 126 mile range, ample cargo capacity and payload while targeting ease of charging. Telematics help optimize range while routing.
Efficient Power: Its low-mounted 67 kWh battery pack leaves room for gear/tools while delivering ample juice to the rear-wheel electric motor. Recharges quickly too.
Strong Start: 654 November sales of Ford‘s first electric van represent over 80% segment share already. Many small and medium business owners want to cut fuel costs while supporting climate action and sustainability. It aligns.
Ford‘s electric van leadership has already captured over 80% of the commercial EV market niche
With dominant commercial vehicle market share already, the E-Transit stands positioned to define last-mile delivery‘s electric future in urban zones globally. And serve up steady profits back to Ford over decades of near-certain commercial dominance.
What‘s Driving Ford‘s Electric Growth Surge?
With buyers flocking faster than expected to all three promising new models in 2022, Ford‘s EV fire is fueled by:
Improving Attributes: Range, power and charging rates now rival gas vehicles thanks to better battery tech, motors and system integration. Ford focused intently on matching ICE attributes.
Trusted Badging: Banking the electric pivot on established model names like F-150 and Mustang engenders confidence amongst historical brand devotees.
Vertical Integration: Direct control over more supply chain elements (like battery factories) helps manage costs, quality and production scale better.
Strong Reviews: Positive critical reception and early owner satisfaction for Ford EVs grows the pool of prospects. Social proof matters, and Ford is delivering smiles.
Dealership Expansion: Ford mandated its network significantly expand EV certification to allow more test drives and overnight on-site charging to enlist ambassadors at dealers and allow worry-free purchases.
Ford‘s lies ahead in EV manufacturing capacity and new segments will dictate scale
Industry analysts widely agree Ford did its homework before launching this EV troika. Early proof lies in the stellar sales growth as word of their capabilities spreads virally. But Ford is just getting started on more segments…
Ford‘s Ambitious Electric Future
Rather than peaking early, Ford restructured top to bottom to wholly embrace vehicle electrification at scale. CEO Jim Farley committed his legacy to becoming Capo di tutti capi, announcing:
- 600,000 EVs produced by end of 2023, nearly doubling 2022 output
- Global EV volume topping 2 million units by 2026 off 9 new models
- 50% EV share across Lincoln luxury brand by 2025
Here‘s a sampling of what‘s en route beyond today‘s F-150 Lightning, Mach-E and E-Transit:
Electric F-Series: Beyond the Lightning, hybrid and electric versions of Ford‘s super duty pickups, bigger chassis, cab variants and vans electrify its commercial cash cow lineup.
Electric Escape: Ford‘s second best-selling vehicle goes full EV by 2024 with tech and range closing capability gaps across segments so everyone has an EV option.
Electric Lincoln SUVs: Ford‘s luxury brand Lincoln goes EV-first by mid-decade, starting with stunning new battery-powered SUVs to take on Cadillac, BMW and Mercedes head-on.
And Ford confirmed more electric pickup trucks, sports cars (Mustangincluded) and a smaller electric cargo van join the fray soon. That‘s on top of vehicle connectivity, autonomy and transportation-as-a-service initiatives remaking mobility.
Ford confirmed an electric version of its Escape crossover remains slated for 2023 debut
But new models are only part of strategic equation. To catalyze mass adoption, Ford is:
- Tripling annual battery production capacity in-house to at least 240 GWh
- Investing $50 billion total into EVs through 2026
- Expanding North American factory and supply chain capacity across its ecosystem
- Working with Georgia Power and other utilities to expand charging infrastructure
Make no mistake – Ford is cabling its next century of success directly to electric, and making serious moves today to lead rather than follow tomorrow.
Why Ford‘s Electric Charge Matters
With transportation producing an estimated 29% of all US greenhouse emissions, the shift from internal combustion engines running on gasoline or diesel to locally sourced electricity holds enormous potential for decarbonization.
As a titan of automotive manufacturing responsible for selling millions of new vehicles annually just in America, Ford embracing EVs at scale carries 12-ton influence. With dominant market share already in the EV pickup and commercial van segments today based on early sales data, Ford seems poised to convert swaths of drivers to electric faster than critics thought possible.
And by targeting affordability alongside renewable sourcing for components and manufacturing, Ford‘s EV play promises environmental justice, too. If America‘s middle class shifts en masse from gas burners to locally sourced renewables-powered electrics across Ford‘s fleet, seismic change ripples positively across the entire transportation value chain.
Rather than inducing range anxiety, Ford‘s industry-leading charging network initiatives provide a roadmap for mass adoption. And early examples set by high-visibility fleets electrifying quickly today will spur others to evaluate total cost of ownership, lifecycle emissions and the positive PR EVs confer.
Ford sending its tremendous scale, vast distribution network and trusted brand credibility all-in on electric vehicles may ultimately prove the tipping point that ushered EVs firmly into the mainstream. And the 103% jump in Ford EV sales indicates that pivotal progression is already well underway.
The company that brought us the Model T may have just unveiled the Model E. Let the transformation begin!
