Ford Says Small Brands Won' t Survive The EV Revolution CarBuzz News Features New Cars Used Cars Sell My Car Shopping Tools Car Reviews Car Finder Compare Cars Best Cars Car Dealerships Used Car Reviews Car Advice Home News Ford Says Small Brands Won' t Survive The EV Revolution
Ford Says Small Brands Won' t Survive The EV Revolution
Jun. 12, 2022 7:21 AM ET by Sebastian Cenizo Industry News / 4 Comments Big brands that are slow to adapt to electrification could succumb too. Ford has been hard at work accelerating its electric strategy with exciting new vehicles beyond just the current Mustang Mach-E and F-150 Lightning. This is proving to be a challenge for all automakers as they aim to achieve the same goals, and Ford CEO Jim Farley foresees some big changes coming as a result of these shared goals. For some, that will mean benefits, while for others it will mean potentially closing shop. Speaking at the Bernstein 38th Annual Strategic Decisions Conference earlier this month, the CEO revealed his predictions for the industry as it undergoes a fundamental, transformative change towards full-scale electrification. Ford Ford Ford "The old OEMs absolutely will get consolidated," said Farley, possibly in reference to struggling brands like Lincoln and GM's Buick. "There'll be some big winners. Some people [will like] that transition, some won't. Many of the small players cannot afford to make this transition. Many of them are not investing in embedded software and electric architectures, which is the heart of this transition. It's not motors and gearbox, it's gateway modules and software that controls the vehicle." With these comments in mind, it's not unreasonable to imagine that big names like Ford could finance the investment towards these modules and software and make the money back by leasing the tech to smaller automakers. Farley also noted that legacy automakers that are slow to embrace electrification could die out too. CarBuzz CarBuzz In addition, these big companies could find opportunities to grab innovative ideas from struggling automakers. For example, if Rivian's stock price continues to tumble to the point that it desperately needs a lifeline, Ford could buy the fledgling automaker outright and then repurpose its ideas in new Fords. This could be the potentially unlikeable outcome for smaller companies that Farley refers to. Another angle to take is that, since everybody will be working to achieve roughly the same goals, big brands could work with other big brands. We've already seen that Ford and Volkswagen are working together, the Blue Oval has made it possible to charge a Tesla using its F-150 Lightning, and the Dearborn-based automaker shares a supplier with BMW. The next decade is going to be a very interesting one. CarBuzz CarBuzz Join The Discussion
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Ford F-150 Lightning Sebastian Cenizo Senior Editor Sebastian jumped straight into the workplace after high school. Various vocations in sales, logistics, and project management helped him buy and modify several cars over the years, while his passion for motoring journalism saw him contribute to local print media while running car enthusiast clubs. But in 2019, the opportunity to join CarBuzz arrived. Originally handling reviews of new cars, his love of the technical led to writing detailed blog posts on various aspects of car care and ownership. He currently handles news sourcing, writing, and editing, along with social media management and the clarification of patent lingo. In his spare time, he's either reading, driving, or looking to collect more BMW Performance parts for the E82 and E9X platforms. Contact Sebastian @sebz_tsc @sebz_7 LoginSign Up Home News Features Car Reviews Car Advice 2021 CarBuzz Awards New Cars Used Cars Future Cars Compare Cars Sell My Car Car Dealerships Buy Here Pay Here Used Car Reviews Popular Tags Cars # Video # TOP # Spy Shots # Reveal # Rumor # Auto Show # Supercar # Tuning # Car Culture # Industry News # Motorsport Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Make Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Car Type SUVs Crossovers Sedans Coupes Trucks Sports Cars Wagons Vans Hatchbacks Convertibles Small Cars Luxury Cars Electric Cars Hybrid Cars Future Cars By Price Up to $15K $15K - $25K $25K - $35K $35K - $45K $45K - $55K $55K - $75K $75K - $100K $100K - $200K $200K - $300K Above $300K Back To Top