The new Mach-E embodies the Mustang spirit in a battery-powered SUV
Joseph White
The Mach E has become within Ford a high-profile test for a restructuring that has been marred by profit warnings, costly quality problems and the troubled launch in 2019 of another important vehicle, the Ford Explorer sport utility. “This is the first thing we generated out of this new thinking,” Hackett said in an interview ahead of the Mach E unveiling. “We have a lot more coming.”
“We are really pushing our chips in on the table with this vehicle,” Ford said in an interview ahead of the Mach E’s unveiling. The carmaker has said it will spend $11.5bn developing electric and hybrid models by 2022. Boring electric cars were the norm for Ford and other legacy carmakers. Then Tesla in 2013 launched its Model S — an electric car that looked like a sporty European luxury sedan with a giant screen for a dashboard and entertainment and functional features that could be upgraded with over-the-air software updates.Ford’s own customer research showed dull electric cars were a mistake, Cannis and other executives said.
“I was dead set against it, initially,” Bill Ford said. He said he started to warm to the idea as he saw the styling and the performance data for the vehicle.“It felt like a Mustang experience to me,” he said.This is not the first time a challenge to reinvent the Mustang has emboldened Ford employees to break with convention during a rough patch in the company’s history.
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