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Ford unveiled Thursday an image of its upcoming electric Mustang-inspired electric SUV, tentatively baptized Mach 1. And the ambiguity of it all – inspired … how? -, plus the extremely mediocre news that Ford would dump all its sedans and small cars for SUVs underline the fact that this transition from the former rigid automaker to the past, an agile and exciting technology company of the future, is to say the least, disappointing.
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To date, Ford has made it clear that, under the reign of CEO Jim Hackett, as was the case with his predecessor, Mark Fields, he wanted to pursue independent and electric real estate. But the measures taken to date suggest that Blue Oval is more concerned with ticking boxes by introducing very low risk projects.
This is obvious with the Mach 1. It's "inspired by the Mustang"? What does it mean? He will have a similar name? The taillights? At this point, every automaker sees the electric SUV as the vehicle of the future. Nothing that Ford does is inspiring or interesting, and I think it's pretty obvious that it will be a lukewarm crossover with a good zero-to-60 mph time that can cover roughly the same range as a X model for years. Which one, agree? This will probably attract more upscale buyers but, um, does everyone have something similar in the works? And will Mustang fanatics jump off the ship for a crossover?
The company has already resumed plans to keep the name Mach 1, after suffering intense backlash from Ford fans, which is not a sign of confidence in what it does.
After the arrival of Hackett, the builder has launched a rather vague restructuring that provides for a reduction in costs and the reinvestment of electrification and autonomy, with about 40 electric and hybrid models planned for 2022. But no one seems to have the slightest idea ". It looks like when it happens. Maybe Ford does, but one of the latest investor presentations was terribly vague, short of important points, but heavy on large brushed graphs. A big problem is that if Ford knows what he's doing, no one else seems to understand him.
I appreciated Ford's cautious approach to autonomy; There are many risks inherent in putting a robot-controlled car into circulation, and companies have survived for years the potential of AVs in terms of dire and fatal consequences. Ford wants to deploy AVs in limited areas by 2021, has a new subsidiary dedicated to this effort and creates a platform for R & D efforts in downtown Detroit. A self-driving pizza delivery driver is a clever way to step into the sea in uncertain waters.
But the electrification plans and the product plans as a whole leave me puzzled. The Mach 1 seems to be a desperate attempt by Ford to enter the room with striking details – a Mustang! (?) About 300 miles of reach! – but in reality, the car will probably look like a modern Explorer, but on what is apparently its own dedicated electric platform.
The problem for me is that Ford has the ability and scale to introduce something that really push the envelope. Did General Motors move the earth with the Bolt EV? Nah. But by the time Mach 1 arrives on the streets in the next two years, GM will have a huge lead with a reliable electric car that will fill up as much mileage in a single load as Tesla's Model 3, which consumers think today. necessary.
Objectives strictly compliant The Focus electric sedan, meanwhile, is about 115 miles and costs almost as much as the Bolt. A reworked Focus EV could have been an easy, quick victory and to point out that Ford was serious, even if it started with something fundamental.
What about a charging infrastructure to support this car attack from here 2022? GM wants to get you started with 180 miles of battery life in just 10 minutes and has a plan underway. Ford has … the Mach 1.
Of course, Ford probably has something good in the works, but after the dramatic shift from literally all cars to only crossovers and big trucks, it's pretty obvious that everyone thought something more substantial going out now .
The company's plan to kill all sedans has garnered praise "Bold" vision This is necessary to re-equip a tired corporate giant, even if it is preparing for a possible nightmare scenario if, for example, gas prices skyrocket. So, yes, we can say that Ford was expected to have a list of projects related to electric vehicles ready to start, and yet, the third quarter is nearing the end of 2018, that is Mustang- inspired in the taillights only.
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A new story of Forbes offers a possibility for which: it is scrambling.
At a press conference at the Detroit auto show in January, Ford Motor boasted a new generation of 40 new electric and hybrid vehicles by 2022, an investment of $ 11 billion . While flashes of electricity appeared on a giant video background, Ford seduced a particular EV, the Mach 1, a battery-powered, high-performance SUV inspired by the iconic Ford Mustang.
But Ford showed no picture of the concept because Mach 1 that day and for good reason: it did not exist.
A few weeks earlier, James Hackett, the new CEO of the company, ended Ford's first dedicated EV, scheduled for 2020, as it was too generic, urging designers to create something that would stand out from the cars. Instead of a "compliance car" to satisfy the regulators, he said, he had to be ambitious. In his typical survey style, he asked, "How are we going to win?"
So with Tesla rushing to launch his third vehicle, a saloon that had a 400,000-seat order book and GM already had a Bolt capable, Ford was still in the process of first Dedicated EV.
In addition, the trade war of President Donald Trump, in crisis in Europe and China, is wreaking havoc, and analysts are tired of Hackett. When an appeal with Ford in July, an analyst asked Hackett if he even intended to stay and see some of these plans apply. "Hell yes," said Hackett. Her share price continued to dive, now around $ 9.40 per share, giving investors already worried something more to fear.
Part of the problem lies in the state of mind surrounding the industry-wide industry standard response when questioning an automotive company about future product projects: "We can not comment on the future product plans. a competitor can steal an idea or do something better, he does not speak at all at all and, more importantly, he wants you to buy what's in the showroom now and that you did not expect two. But when half of the programming is about to be phased out and no one understands the plan, Ford needs to understand why customers, industry observers and analysts are perplexed.
The Ford F-150 is one of the only real and truly lucrative things that Ford has for now. On Thursday, two million of them were recalled for a risk of seat belt fire. Ford has offered nothing firm on how to exceed the confidence of the F-150, beyond certain platitudes, to reinvent itself in the future focused on the "mobility" of the industry.
And if she has something concrete, she did not pass it on to the public. It must change.
Clarification: This story originally indicated that Mach 1, inspired by the Mustang, could use the new Mustang / Explorer platform; Ford says it will rely instead on a dedicated EV architecture.
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