Ford CEO road-tripping F-150 Lightning throughout American West

Ford CEO Jim Farley launched into an EV street journey in an F-150 Lightning pickup truck to achieve perception into the experiences of Ford’s EV prospects.

Farley and his get together set off this week from Silicon Valley, driving south to Los Angeles after which west to Las Vegas, traversing elements of the long-lasting Route 66 alongside the best way, the Ford CEO wrote in a LinkedIn post. Among the many deliberate stops will probably be a charging station that Farley says prompted Ford’s deal to undertake the Tesla cost port, referred to as the North American Charging Commonplace (NACS), for future EVs.

2023 Ford F-150 Lightning

2023 Ford F-150 Lightning

Alongside the best way, Farley plans to go to “researchers, companies, sellers, salespeople, EV conversion outlets, EV drivers, and communities” and use the identical roads and charging infrastructure as unusual EV drivers, to be able to study in regards to the real-world expertise of EV use. Farley famous that earlier in his profession at Toyota, he utilized insights from one other street journey to bettering the automaker’s bread-and-butter Camry midsize sedan.

“Listening is how we study,” Farley mentioned, “and that is what we’ll be doing from the street.”

Ford F-150 Lightning at Tesla Supercharger

Ford F-150 Lightning at Tesla Supercharger

Farley could already pay attention to one of many largest points within the present EV local weather. In a dialogue of Ford’s quarterly earnings report final week, he confirmed the automaker is reducing its 2023 EV manufacturing targets. Farley pointed to price as the principle motive, saying that greater than 30% of shoppers intend to purchase an EV, however that top buy costs are holding many potential prospects again. He beforehand pointed to the beginning of an EV worth conflict earlier this 12 months.

The F-150 Lightning has received the approval of truck consumers and media—in a primary drive we discovered it to be nothing in need of revolutionary—but it surely’s additionally a poster little one for EV worth inflation. Whereas Ford in July lowered the value of the Lightning by $9,979 on the bottom Professional mannequin, it had beforehand raised costs 4 occasions because the truck’s launch in April 2022. Even with the value minimize, the present base worth of $51,990 (together with a $1,995 vacation spot cost) remains to be 25% larger than the $41,669 base worth from the time of its introduction.