The funny thing is that it seemed like they just got it sorted out with C2.

I'm guessing that is why CE1 is going to be that down the road...they are hitting the reset button with costs and other things with it. 

I'm really hoping it works out - like you said above, it's been painful to get here, and there's been some pretty stupid decisions made in the meantime.

Eventually Farley will also declare CE1 to be also "not cost competitive" when Toyota eventually figures out how to build EV. This is the fundamental problem.    Farley is right to look at the segment with highest profit margin and go after it but it still boggles my mind that Ford is singularly the only major car company in the world incapable of building and selling a C-segment car and CUV at scale and profit. Ford is well.. Ford, it is not Lamborghini. It's not even Audi. It's like Walmart saying it can't make money operating its stores and will only focus on its streaming business. 

How is Buick a mass market brand when they offer four products and Lexus offers 13?

I'll say this, while I'm very excited about this idea, because I genuinely believe making mostly smaller, inexpensive EVs is the best move for brands and customers alike, it's just an idea. This radical approach doesn't mean anything if the actual vehicles it produces suck.    If these vehicles come out and they're hideous cheese wedges to meet areo targets with 150 miles of range, it won't matter if they're cheap, they'll flop hard. But everyone who's seen this truck seems to come away liking it a lot, people like Sandy Monroe who said he leased a lighting instead of buying it, because it's just a placeholder until this truck comes out. It was actually him, and he's notoriously brutal in his views on things, who called the platform a model t moment after seeing all the details, he also likened it to the gen 1 Tarus and the impact that had on the industry. Dealers and Ford employees who've seen the truck also seem to really like it. That's promising at least. 

This year.2025 was a roller coaster year for EVs https://www.npr.org/2025/12/29/nx-s1-5638592/electric-vehicles-2025    

The fact that people in the know have hinted the team has delivered something genuinely revolutionary in a manor that's far more cost efficient had traditional Ford teams tried to create it. We're close enough now where it's not just objectives on a whiteboard anymore, it's a real platform, and vehicles, so we're starting to get an idea of it worked, and based on what insiders are saying, it has. 

Then with ICE products, you lean into passion products. Because the only customers who genuinely care about gas engines are enthusiasts. Most people couldn't care less about engines, and suck at taking care of them, hence why those engines are nothing but a warranty and reputational liability long term. But enthusiasts do, so invest in ICE development and improvement where it matters.   Then you have EREV/hybrid tech which makes a lot of sense for larger vehicles because they're more efficient, and cheaper to run, which is very important to those buyers. But they don't have the range anxiety of pure EVs, and we've seen with things like pro power, having an on-board generator, it makes these vehicles really enjoyable to use for individuals, and fleets alike.    It's been a lot of pain to get here, and there's still a ton of uncertainty, it's a big IF, but IF Ford pulls this off, they'll be virtually unbeatable. They'll have a lineup of enticing affordable EVs that become the standard in quality and innovation while being profitable, something like an electric escape that's a better crossover than the gas escape could ever dream of being. Then you'll have icons like a V8 mustang living well into the future, and then you have a hybrid f-150 that can do basically whenever your business needs it to do.    I can see this kind of lineup clear as day, and frankly, it's really impressive. The ideas are there, they just need to improve on their execution. If they do, I predict our outlook on Ford will be a lot more positive in 5 years than it is now. 

What evidence?