Has Ford ditched electric cars to build the cars we really want? Is a Ford rival to the Toyota LandCruiser coming, or a new Ford Thunderbird or a V8 Raptor? Ford's doing what BYD and Tesla can't! | Opinion
By Laura Berry · 28 Jan 2025
What’s going on at Ford right now? Has the iconic motor company, the first in the world to bring cars to the masses, lost its way? Is it drowning in an incoming tide of Chinese electric vehicles it can’t compete against? Or does it know exactly what it’s doing and letting us live out our combustion engine dreams for now and giving us the car the electric brands can’t?In the past five years Ford has axed almost its entire line-up of vehicles in Australia. Those include the Puma and EcoSport small SUVs, the Escape mid-sized SUV, Focus and Fiesta hatches, Endura large SUV and Mondeo sedan. Today Ford’s range in Australia is tiny compared to most of its mainstream rivals such as Toyota and Kia. There’s the Ranger ute and its Everest SUV twin, the F-150 full-sized pick up truck, Mustang sportscar, electric Mustang Mach-E SUV and the Transit van and people movers.It was clear something was up at Ford about 10 years ago. In 2016 myself and several other motoring journalists were invited to Ford Australia’s head office in Broadmeadows Victoria for what was described as an informal chat. This meant leaving our phones in a plastic bucket at the door so we weren’t tempted to take photos of what was in the next room we were about to be led into. There was actually nothing in that next room apart some pastries, a coffee urn and waiting senior executives from the company, some of them from the United States. Actually there were more Ford people than journalists. They were very enthusiastic to tell us that there were lots of new Ford vehicles coming — especially SUVs."The days of having one SUV that is relevant to a whole bunch of people is over. It takes a proliferation of SUVs,” Ford Australia’s then Marketing Director Lew Echlin told me in that room.“The math is simple – the more SUVs that you have, the more customers that you have the opportunity to connect with… What we're attempting to get right now is shelf space. Edge we think will span several different consumer segments.”Edge was a large SUV about the same size as a Ford Territory and it was renamed the Endura for Australia. I went to the Endura’s launch in 2019, then the following year I covered it being axed from Australia. It was actually a really good SUV. But then so were many of the cars Ford axed — the Focus, the Fiesta, the Escape, the Mondeo, the Puma… but not the Ecosport.Ford would argue the reason was low sales and while that’s true it was because many of those models also being discontinued globally. Ford’s footprint was shrinking fast worldwide.The company’s global boss Jim Farley seemed to have a plan, actually he seemed to have many plans that he announced like New Year’s resolutions, only more frequently than just annually. “We aim to become the second biggest EV producer within the next couple of years,” Farley said on social media in 2021“... our ambition is for Ford to become the biggest EV maker in the world,” he continued.The tune had changed by 2024 when Farley told the Wall Street Journal that Chinese electric cars represented “an existential threat” and according to the same publication after he and Ford’s CFO John Lawler drove an electric vehicle in China, Lawler said “Jim this is nothing like before… these guys are ahead of us.” The latest Farley resolution came at the start of this year at the Detroit Motor show where he told industry website Automotive News that Ford was going to follow their own more exciting road.“Rule No.1 at Ford: no boring products,” Farley told Automotive News. “ We do not make shampoo.”It’s a bold statement, like they all were, but had Farley realised that Chinese EVs were too far ahead to catch right now and in the meantime the company would play to its strengths and make what it was good at like trucks and sportscars - the ones people actually bought?The Chinese aren’t making and selling V8 muscle cars or hardcore hi-performance off-road utes, and they weren't building anything that could threaten the F-Truck range.There would have been resistance from those high at Ford — the shelf-space executives — pointing out market share and losing a foothold. Ford lost A$2 billion in the first two months of 2024 trying to develop EVs through its electric Model E division without much success. Continuing down that road could just be an exercise in burning money.Ford’s presence in China is small. At the start of this year Farley announced the company earned A$958m in China 2024. This included exported vehicles.We’re also seeing Ford retract from the UK and European markets where strict emissions laws are putting pressure on the carmaker, which doesn’t have many vehicles that meet the tightening regulations.It appears then that Ford, while not completely walking away from EV development is putting most of its energy into models like the Mustang, Ranger and Everest, which last year accounted 90,552 sales between them in Australia. Just those three models puts Ford into the top 3 best selling brands in locally. There doesn’t seem to be a need for a Ford Focus or Mondeo, or even an electric car, not with numbers like this, not right now anyway.The same strategy appears to be used in the US where the line-up also includes the Bronco and Bronco Sport SUVs, along with the entire F-truck series, which has its high-performance models such as the F-150 Raptor R. The Mustang GTD is a racecar for-the-road version of the Mustang. The rest of the range is rounded out with the Explorer SUV and Edge with sporty ST variants. No sedans, not hatches and only three electric vehicles: the Mustang Mach-E, F-150 Lightning and E-Transit van.Farley’s Ford appears to be doubling down on no-boring combustion cars and it could well work in Australia’s favour where given our love of Rangers, Ranger Raptors and Mustangs might lead to more of the kind of cars we want.If we’re going down this road what else could Ford do? Another new Ford GT to take on Chevrolet’s Corvette? A modern Thunderbird? A Ranger Raptor with a V8? A hardcore off-road SUV Toyota LandCruiser or Land Rover Defender rival?Speaking of off-road that reminds me. Farley also made another bold claim this year at the Detroit motor show to Automotive News.“Ford wants to be the No. 1 undisputed off-road brand in the world,” he told Automotive News. “We want to be the Porsche of off-road.”