Ford Admits 2030 Deadline for All-Electric Vehicles Was “Too Ambitious”
The automotive industry is undergoing a major shift towards electric vehicles, with many manufacturers setting ambitious targets to go all-electric within the next decade. However, Ford, one of the most popular automotive manufacturers in the world, has recently admitted that their 2030 deadline to be all-electric was “too ambitious”.
Originally, Ford announced that by mid-2026, 100 per cent of its passenger vehicle range in Europe would be zero emissions capable, all-electric or plug-in hybrid. They planned to transition to a completely electric brand by the end of the decade, aligning with other global manufacturers. Additionally, Ford aimed to have their entire commercial vehicle range be zero emissions capable, all-electric or hybrid by 2024, with two-thirds of sales expected to be electric or hybrid by 2030.
However, Ford’s chief operating officer of the Model E electrification division, Marin Gjaja, has now acknowledged the mistakes made by the brand in attempting to invest in electric vehicles within a relatively short timeframe. He cited uncertainty around driver demand for electric vehicles and changing legislation as key reasons for not being able to meet the 2030 deadline as originally planned.
Gjaja mentioned that customers have shown a preference for hybrid vehicles in recent years, leading to hesitancy in fully committing to electric vehicles. He stated that going all-electric by 2030 may not be the best choice for Ford’s business or their customers.
Despite the setback, Ford has already made significant investments in electric vehicle manufacturing, including a $1 billion investment in a new electric vehicle manufacturing center in Cologne, Germany. The brand will likely have to exclusively sell electric vehicles in the UK by the end of the decade, in line with the government’s plans to ban the sale of new petrol and diesel vehicles by 2030.
Ford’s Halewood transmission plant also received a £380 million investment boost in 2022 to develop electric vehicle components. These components will be included in 70 per cent of Ford’s electric vehicles sold in Europe by 2026, although these forecasts may now be under review.
The automotive industry is constantly evolving, and Ford’s decision to reassess their electric vehicle targets reflects the challenges and uncertainties in transitioning to a fully electric future. It will be interesting to see how Ford adapts its plans and continues to innovate in the rapidly changing automotive landscape.