This approach also mirrors EV-focused strategy changes at some of Ford's mainstream competitors. The move theoretically helps Ford catch up to or surpass Tesla while keeping ICE cars viable - at least, until ICE is phased out. Ford EVs like the Mustang Mach-E and F-150 Lightning have seen strong early demand, but Tesla still dominates the US electric market with deliveries of over 1 million cars last year. The split, part of a larger Ford+ strategy, isn't a complete surprise.
Apple and Tesla veteran Doug Field, who joined Ford in September 2021, will lead the unit's development as its Chief EV and Digital Systems Officer. Blue will supply hardware-focused engineering and manufacturing to the rest of the company.Ĭompany chief Jim Farley will serve as president of Model e. The ICE division, Ford Blue, will concentrate on "relentlessly attacking" costs, improving quality and streamlining operations to help turn a profit. Effectively, the badge hopes to edge closer to the fast-moving, tech-driven cultures of its EV-only competitors. The electric unit, Model e, is meant to speed up large-scale development of EVs while producing connected vehicle technology for all of Ford.
The brand is splitting its car manufacturing business into separate EV-only and internal combustion engine (ICE) divisions to help it fight both "new EV competitors" and conventional challengers. Ford is determined to compete against electric vehicle rivals like Tesla and Rivian, and it's willing to reorganize the company to improve its chances.
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