The auto industry’s electrification plans are in flux, with many automakers shifting strategies in the face of lower-than-expected demand for EVs and an uncertain regulatory environment. That includes General Motors, which is now planning to reintroduce plug-in hybrid electric vehicles (PHEVs) to the North American market, rather than shift directly from internal combustion engines to all-electric powertrains, as was the expected previously. GM rival Ford is also changing up its strategy, recently revealing that it has canceled its plans to go all-electric in the European market by the 2030 timeframe.
In a recent interview with Autocar, the chief operating officer for the Ford Model E, Marin Gjaja, said the company no longer intends to halt sales of combustion-powered vehicles in Europe by the end of the decade. Gjaja mentioned that the change in strategy was driven by uncertain demand for electric vehicles, as well as certain legislative factors.
“I don’t think we can go all in on anything until our customers decide they’re all in, and that’s progressing at different rates around the world,” the Ford Model E chief stated.
“I think customers have voted, and they told us that was too ambitious, is what I would say – and I think everyone in the industry has found that out the hard way,” Gjaja said, referencing the 2030 electrification target. “I would also say reality has a way of making you adjust your plans.”
Ford said as recently as 2021 that it was planning to go full EV in Europe by the 2030 timeframe. Earlier this month, the Blue Oval company unveiled the all-new Capri, an all-electric SUV for the European market. The new Capri features an SUV coupe body style with a low roofline, with two powertrain configurations on offer, including a single-motor RWD model and a dual-motor AWD model. The new Capri is the third electric passenger car Ford will launch in Europe, following the Mustang Mach-E and Explorer.
Looking ahead, Gjaja noted that Ford would need to remain flexible with regard to its powertrain offerings, with a “multi-energy” platform set to underpin future models sold in Europe. Gjaja added that Ford would “compete aggressively” regardless of the powertrain in use, whether it’s pure internal combustion, all-electric, or hybrid. “What we’re seeing is customers want that freedom of choice to pick the right powertrain and the right vehicle for their use case,” Gjaja said.
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“I think customers have voted, and they told us that was too ambitious, is what I would say – and I think everyone in the industry has found that out the hard way,”
These people live in their own little bubbles then act surprised when the obvious happens.
actually yeah... maybe in some yacht middle ocean atlantic or in monte carlo
"These people live in their own little bubbles then act surprised when the obvious happens."
Also "The industry believes too much if its own marketing, then acts surprised when the obvious happens..."
Smart but I'm not sure what they plan on selling. They keep dropping non-EVs and introing more EVs.
Wow!
Didn’t know Ford was a “GM Rival”….
well. GM in eurpe is nothing now, ford is trying to survive-----------
well, ford in south america is a nothing now, but gmb is selling
world wide seems ford losing a lot to chinese, of course they did horrible designs like ford focus
Unlike Ford, GM knew Europe was moving faster with emissions than the US. Opel wasn't profitable for them so they sold it. Now GM is slowing entering foreign markets with EVs. Meanwhile Ford partnered with The VW to use their EV platform.
Guess who's plan is working better?
GM? Because they dominate the South American market and are making way higher profit that ford or Toyota?
indeed steve, GM would be nothing now if they do not bring the GMB south america box office to USA, so GM Saic was a good decision too
The EV Fanatic Greta's must be crying their eyes out .
made me laugh ... but after she said she is palestine she disappeared... indeed jude people learned good from germans 80 years back, see gaza now
ford had to copy polestar to survive, how ironic who in 1960ies made mustang