Ford’s Marin Gjaja explained that most drivers don’t realize the major perks of driving an EV. Not only is it more efficient, but it also offers extra benefits like skipping the lines at the gas station with the ability to charge at home.
Ford says driving an EV offers additional perks
At the Automotive News Congress, Marin Gjaja, COO of Ford’s Model e EV business, said one of the company’s main priorities is tackling false beliefs about electric vehicles.
“That’s the conundrum for us as an industry,” Gjaja said in Michigan on Tuesday. He added, “We have customers who are fearing loss and misperceive the value” of EVs.
Ford is working with its dealers to educate customers with tools like Ford University to counter EV misperceptions. Introduced in May, Ford’s new tool is a digital and video-based dealer training platform with games and AI to educate employees and buyers.
According to Gjaja, automakers must address the “economic challenges” as the industry shifts to electric vehicles. To do so, educating customers about the true perks of driving an EV is key.
Gjaja explained that EVs come with additional benefits, like waking up with a full charge every day and the ability to charge at home. Many electric vehicles, like Ford’s F-150 Lightning, can also act as portable generators with added functions like vehicle-to-home (V2H) charging with bidirectional capabilities.
Lightning drivers have used their electric pickups to power home appliances and other electronics during hurricanes, earthquakes, blizzards, and other extreme weather events. It can also be used to power up your next camping trip or work site.
Overcoming hurdles in the shift to electric
Ford sold nearly 9,000 electric vehicles in the US last month. Through the first eight months of 2024, Ford’s EV sales reached 61,366, up 57.6% from the same period last year.
However, Ford has delayed several EV projects, citing “slower-than-expected” adoption. Ford also scrapped plans to launch its three-row electric SUV and is focusing on smaller, more profitable models.
Ford has a dedicated team of ex-Tesla, Rivian, Lucid, and Apple employees in California developing its new low-cost EV platform. The first vehicle, a mid-size electric pickup, is expected to launch in 2027.
“Being affordable is great, but there are two other requirements,” Gjaja explained. One is that it has to be unique, or “you’re going to get commoditized,” and the other is that “you also have to make money.”
Ford’s EV unit lost $2.5 billion in the first half of the year and is on track to lose between $5 and $5.5 billion in 2024.
The company is betting on more affordable EVs and a software-defined experience to turn things around over the next few years.
Electrek’s Take
Top comment by Bob Gettemeier
I am asked more about charging than anything else. For most it is a positive. Manufacturers have done a poor job of educating the public about the advantages of home charging. Missed opportunity to sell more EV's via educating. We are still using the EVSE supplied with the car, plugged into 110 and make it work. Of course we both work from home and have no commute.
Many drivers don’t realize the actual benefits of driving an EV until they own one. However, the first time you drive it, you will notice the significant upgrade it offers over gas-powered vehicles.
The ride is nearly silent and much smoother. With instant torque, you don’t have to worry about lagging when pulling out into traffic.
Most EVs have superior software and connectivity and are much smarter than traditional gas-powered cars. And that’s not even including the lower cost of ownership with less maintenance and not being subject to fluctuating gas prices. Plus, waking up with a full charge every day is worth it alone. And the best part is you can roll your windows down on a nice day and not smell constant fumes (only if you’re next to a gas-powered car).
Source: Ford, Automotive News
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