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| Image Credit: Ford |
Over the past few years, Ford has launched an aggressive campaign to get its electric vehicles (EVs) on the roads, but recently the company has admitted that the effort proved too ambitious. Marin Gaja, COO of Ford's Model E electrification division, said in an interview with Autocar that the company's EV plans in Europe were overly ambitious.
Customer demand and challenge
Gaja said, "I think customers have voted, and they told us it was too ambitious." He also said that going fully electric in Europe by 2030 is neither a good option for Ford's business nor for customers. Ford announced in 2021 that it plans to make its entire European fleet electric by 2030, but according to recent reports, Ford will slow down those plans.
Lack of EV adoption and rising costs
Gazza cited the lack of EV adoption and rising costs as the main reasons for the rollback. Currently, Ford sells only two EVs in Europe: the Explorer EV and the Mustang Mach-E. The new Ford Capri will go on sale later this year. Ford of Europe general manager Martin Sander also pointed out that gas engines could continue even after 2030 if there is strong demand for plug-in hybrid vehicles.
US and Canada plan
Ford has not made any statement about its EV plans in the US, but the company recently announced plans to increase production of its Super Duty trucks in Canada, which will also include hybrid options. This makes it clear that Ford is keeping more hybrid and plug-in hybrid vehicles under consideration.
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