Ford CEO Jim Hackett recently admitted that his company was late to the electric vehicle game. “We were late,” he said. “Now we think we’re going to be a leader in this.” Many people are wondering what exactly he means by this. Sure, there was a vague announcement that the F-150 might be going electric, but that also came after announcing a potential joint venture with VW…which also came after announcing an F-150 hybrid.
I’m wondering if Ford has a solid idea of how they want to enter the EV world. Seems to me like they are still taking a “wait and see” approach. Wouldn’t this be a great opportunity to Ford to reinvent itself, similar to how it did after the bailouts. But this timid, dip-our-toes-in-the-water style isn’t going to help anybody. It makes Ford look unsure of the future, and it makes buyers look elsewhere.