Ford Plans On Making Its Electric Vehicles Affordable

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Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

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, Automotive Editor - November 2, 2020

Pricing is one of the major things holding electric vehicles from going mainstream. The majority of electric vehicles, before accounting for the federal tax credit and any available credits at the state level, cost well above a similarly equipped vehicle with an internal combustion engine. A few companies, like GMC, Polestar, Rimac, Porsche, and Tesla, have electric vehicles that they’re using as halo cars to promote EVs and show what’s possible with today’s technologies. Apparently, Ford isn’t interested in selling six-figure EVs.

According to a report by Wards Auto, Ford CEO Jim Farley has no interest in selling electric vehicles that cost more than $100,000 and, is instead, looking to sell more affordable EVs. The American automaker is centering its electrification strategy around commercials electric vehicles to do just that. Farley believes that electrified vehicles are important for the brand, but acknowledges the way it’s approaching an electric future is a little different than nearly every other automaker.

“There’s been a lot written about the electrification of our industry and Ford’s bet is different,” said Farley. “We’re betting on a full lineup of commercial electrified vehicles.” The CEO believes that the automotive industry is in the “first inning of electrification” and that the long game that Ford is taking will, hopefully, provide the brand with more opportunities. The automaker’s long game won’t include a six-figure EV.

Mustang Mach-E

“We are not going after the $100,000-plus market. These are affordable vehicles,” said Farley, adding that the brand’s electric vehicles in the U.S. and Europe will range in price from $20,000 to $70,000. The price should remain true for Ford’s commercial vehicles, too.

The news comes after the unveiling of the GMC Hummer EV. The Edition 1 trim of the Hummer EV will carry a starting price of $112,595, which makes it one of the more expensive EVs on the market. More affordable versions of the Hummer EV will be introduced in a few years, but even the most affordable Hummer EV will cost $79,995. Farley’s statements are good news for consumers interested in the upcoming electric F-150, as it should be much more affordable than the Hummer EV.

Farley’s comments on pricing for Ford’s EVs are clear to see with the Mustang Mach-E. The most affordable version of the SUV starts at $43,995, with prices going up to $61,600. As a premium, sporty vehicle, there was no way the Mustang Mach-E was ever going to be toward the $20,000 range, especially as EVs still aren’t that affordable for automakers to manufacture. More affordable EVs are expected to trickle out in the next few years as battery prices come down and more consumers purchase electrified cars.

While the Mustang Mach-E is the latest and greatest electric vehicle with a Ford badge on sale at the moment, the automaker is going to unveil the all-electric 2022 Transit this month. The electric F-150 is expected to go on sale before the end of 2022.

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, Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

Follow On: Twitter

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