“The question we’ve been asking ourselves is, ‘OK, if you’re going to launch in that clutter of 120 competitive products, what’s going to allow somebody to want to even consider your product?” Thai-Tang said, noting that the “provocative” design for the small electric SUV Ford’s planning may help differentiate it in a crowded field. “But not in a weird science-fair kind of provocative” way, he added.
While the math doesn’t yet add up for the glut of models chasing the tiny market for EVs, no automaker wants to be caught short when the switch gets flipped to battery power.
“Our ambition for electrification is not modest,” Jim Farley, Ford’s executive vice president of global markets, said in an interview. “We’re going for it.”
This article was provided by Bloomberg News.