By DCB Editorial, October 30, 2024
The future of the automotive industry lies in full self-driving technology, which will be the true game-changer. Electric cars are simply a means to that end, and they will eventually replace the traditional piston-engine vehicles that have powered global transportation for over 100 years. Today, the electric car industry is largely dominated by Chinese companies, with Tesla as the only notable Western outlier.
Ironically, it was Tesla that led the way, while Western car giants initially scoffed at the notion of going fully electric. Now, these same companies are scrambling to catch up in the EV race. Yet, Western car companies, now enthusiastically promoting sustainability, are using EVs as cover to greenwash their corporate image.
Ford exemplifies this shift. Although sales of the Ford F-150 Lightning have recently shown modest growth, the company believes the time is right to introduce a more affordable, mid-sized electric pickup: the Ranger EV. Slated to go into production in 2027, this model will be built on a brand-new platform focused on affordable, next-generation EVs.
While details on this new mid-sized EV pickup are scarce, Ford’s CEO Jim Farley is doing his best to generate excitement, claiming it will offer an “incredible package” at a price competitive with Chinese auto brands. But will Ford actually sell this new mid-sized EV pickup for $20,000 in 2027?
Highly unlikely. Ford, weighed down by legacy costs and a leadership more focused on high compensation than innovation, faces an uphill battle like an over-laden donkey. The Ford Ranger EV is unlikely to be the breakthrough they hope for, as Chinese automakers have already transformed the game—and are the ones setting the rules.
