I think Ford is doing exactly what you are suggesting. They are adapting and bringing forward impressive new technology with CE1. CE1 may actually make money for the company and result in a product that customers will embrace. That has not been true for the F-150 lightning.
IMO the best strategy is to invest in a modular platform that can be BEV, EREV and HEV vehicles (Honda, GM) and build factories that can adapt to changes (Honda) in the Market/political environment, not to double down on segregation of Platforms, Technology, and manufacturing.
My problem with this line of thinking is that there will always be a better technology in the future, but that technology doesn't guarantee lower cost. Ford literally spent a decade delaying and postponing future products, preparing for a recession that never came, and is still paying the price for that.
Focusing on the fundamentals while being willing to adapt to new technologies is the Way to go. Even EV-hating Toyota didn't give up after the 1st-gen BZ4x; they kept making improvements and investing in technology, turning the BZ into a decent EV. Cancelling the F-150 EV is a classic Ford move that prioritizes short-term convenience over long-term uncertainty.
The corporate dysfunction within Ford incentivizes short-term thinking, which encourages managers to push risk onto other departments and future products and investments. Why solve a problem now, when you can fix it with the next model or investment (I.E. Powershift)
But by then it will be using new batteries and presumably all of the things that make CE1 so much cheaper. I still think they need a midsized electric truck in between Ranger and f150. Smaller makes it cheaper with more range and fits better in garages all of which should yield more volume than lightning. My two neighbors that own lightnings would have bought a smaller version if it was available.
Could be, but I don’t think it will be a large truck. As JPD has pointed out, Ford hasn’t been able to profitably make vehicles with the large batteries that big pickups require. Plus the question of demand, which will be exacerbated by the end of the government subsidies.
While I want BEVs to succeed, I’m also extremely objective and look beyond obvious “facts”. Without proper context, facts alone can be misleading in my opinion.
You are correct that total BEV sales are increasing, but if most are sold at a loss, it means very little, right? Long term that would not be sustainable. We don’t really know to what degree companies like Ford, GM, Hyundai, VW, etc. are subsidizing their BEVs in order to increase sales volume. We can assume most of these sales are probably not presently profitable IMO.
A better indicator or gauge of present-day BEV viability IMO are manufacturers that only build battery electric vehicles because they can not subsidize costs with other profits or investments as easily. When I look at Tesla, Rivian, Lucid, etc., the picture is not quite as bright; not to mention other BEV manufacturers or startups that have failed or will soon. We only have data for one month of sales without tax credits, so it will be interesting to see what happens with manufacturers that can’t simply fund BEVs with profits generated from selling ICEV and HEV.
I know profitable BEVs can be designed and manufactured but I’m not sure what percentage of population would buy such vehicles when they are based on present technologies. Wild guess is that at present that number is under 10% if BEVs are not subsidized and must sell at a profit.