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This week, Ford introduced the first teaser image (seen above) of an all-electric SUV called "Mach 1". The design comes close to nine months after the announcement by the Mach 1 company at the Detroit Auto Show that it was investing $ 11 billion in electric vehicle technology.
And like any other official image published by a big company, we only see what Ford wants us to see, namely that this car is clearly designed as a Mustang, at least to some extent. So while this new car is all about the future of Ford, the company also relies on a product that has proven itself. In other words, Ford is taking advantage of a little nostalgia to steer its customers into the future.
It's smart coverage, even though Ford is far from the first to follow that path. In fact, it's a growing trend in the industry. Just like the way camera companies have deployed classic styles on their cameras as they move from film to digital, automakers are starting to do the same.
Many of them have made similar big budget promises over the past two years, about how they plan to transfer their fleet to hybrid and electric powertrains. And as electric vehicle technology remains a little suspicious for people ("But what if I run out of battery during a trip and I'm not near a single one?" loader? "), they softened the novelty blow with some nostalgia.
It's a clever way for businesses to remind customers that they have been around this game for a very long time; they have that. And it's usually a proven formula to mitigate risk. There is a reason why movie studios have made about twenty films based on Marvel properties or four character-centric movies of Minions: suites are usually sold.
The Mach 1, or whatever it will call, will be the first flagship of the next series of electric vehicles Ford. So, it's wearing a lot of weight Ford's $ 11 billion commitment to detach from the internal combustion engine. The fact that he is already a little familiar will probably be the least surprising thing.
Looking back, the announcement of the Mach 1 at the Detroit Auto Show this year was the announcement of things to come. We knew it would be partially inspired by the Mustang and we knew it would be more an SUV than a sedan. This second part seemed a little curious at the time. But a few months later, Ford has announced its intention to essentially select all US sedans, with the exception of the Mustang. Even without any detail, it seemed in January that the Mach 1 would be representative of Ford's future. It turns out that it was truer than everyone imagined.
Another thing we did not know was that Ford announced that Mach 1 was that the company would make a second $ 11 billion announcement this year related to the costs of a major restructuring effort. Ford has not yet shared many details about the consequences of this restructuring, but it could at least include job cuts. The company has also struggled in non-US markets such as China and Europe, which is bad because these markets currently present huge opportunities for car manufacturers, especially with respect to electric vehicles.
Beyond that, Ford is also on a thin ice cream; Moody's recently downgraded the company's rating. In other words, there is a lot of work to be done before Mach 1 reaches the road and other EVs follow.
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