Ford believes the route to success is to make people want electric vehicles, not need them.
The $28,040 Nissan Leaf is a great little electric car. Practical, affordable, and perfect for the daily commute. But it’s not exciting, is it? But before you run off and say no EV is exciting, allow us to point you in the direction of the Model S Plaid, Porsche Taycan, and even the Mustang Mach-E GT Performance Edition. These are all examples of great, fun cars that just happen to be electric.
And it seems the Blue Oval is intent on injecting thrills into the electric vehicle arena, as it believes its customers aren’t buying EVs for the environment – they’re buying Ford EVs because they’re desirable products. Ford’s vice president of electric vehicle programs, Darren Palmer, told Cars Guide that developing excellent EVs goes further than electrifying existing models.
“The next vehicle we’re doing is an Explorer-type vehicle, and we’re working on making that insanely great…[both] Jim Farley and Doug Fields [say to me], ‘if it’s like today but a bit better, it’s canceled,'” said Palmer.
He explains that Ford’s current EV ethos centers around building “insanely great” products that “customers love.” Innovation is also a big deal, with Palmer noting these vehicles need to “do things they’ve never done before.”
Read more: CarBuzz