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Ford’s love affair with EVs softens as profitability and consumer trends take focus

Credit: Ford Motor Co.

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Update: headline updated to show Ford is still committed to EVs, just at a less intense rate.

Ford’s love affair with EVs is softening, the automaker announced today, as it shifted plans for its next few vehicles to be hybrid-electric instead of fully electric.

The move comes as profitability and consumer trends are taking focus. Ford has struggled to get its head above water in terms of making money on its EVs, scaling back its investment amount on one occasion and adjusting its strategy on another.

Consumers are also showing more interest in hybrids than pure EVs. Studies have shown that hybrid drivers are among the most satisfied on the road, as a recent survey from ACSI displayed increased satisfaction from those drivers over pure EV and gas engine owners.

Ford is taking steps to pull back from its increased focus on EVs and instead go into a new direction. “We’re committed to creating long-term value by building a competitive and profitable business,” Ford’s Vice Chair and CFO John Lawler said. “With pricing and margin compression, we’ve made the decision to adjust our product and technology roadmap and industrial footprint to meet our goal of reaching positive EBIT within the first 12 months of launch for all new models.”

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How is Ford’s Strategy Changing?

Ford’s new strategy will see its next three-row SUVs utilize hybrid technologies. It also wants to adjust the speed at which electric vehicle models are released, hoping to be more aligned with customer adoption instead of keeping pace with industry leaders.

Tesla sells well, but Ford, even though it has been the number two brand in the U.S. for EVs, has not been able to keep pace. Tesla, simply put, is head and shoulders above everyone in the market when it comes to reliability, tech, and charging infrastructure. Although Ford has adopted Tesla’s North American Charging Standard (NACS) and gained access to the Supercharger Network, consumers still lean toward the Model 3 and Model Y, two vehicles that have dominated the market for the past several years.

Ford is taking a $400 million non-cash charge for the write-down of certain product-specific manufacturing assets for all previously planned all-electric SUVs. The company will no longer build these models, it said.

Focus on Commercial EVs

Ford will still be building EVs, but its entire game plan will be shifting significantly. Ford’s next-gen EVs will be built at the Ohio Assembly Plant in 2026 and will start with a commercial van.

The E-Transit will still be produced, as it is the best-selling commercial EV van in the country. It also helps business owners keep their bottom line as it has positive impacts on the total cost of ownership.

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A New, Low-Cost, High Efficiency EV

Ford will bring a new mid-sized EV pickup to market in 2027 with more range, utility, and useability. It will be the first vehicle that comes as a result of the platform developed by the Ford Skunkworks team that the company established in 2022.

The platform developed by the Skunkworks team will yield more EVs in “multiple vehicle styles” and is designed to scale quickly thanks to its “minimal complexity.”

A new Electric Truck

Ford’s F-150 Lightning was the best-selling EV truck for several months, although Cybertruck overtook it in June. Ford planned to bring a new truck to market next year, labeling it the “T3.” However, this has been pushed back.

Ford Project T3 – its next-gen pickup- is coming in 2025

Ford will now bring the T3 pickup to market in the latter half of 2027. This will offer more features and experiences than any other Ford truck, including upgraded bi-directional charging and advanced aerodynamics. It will be built at the BlueOval City Electric Truck Center in Tennessee.

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Overall, Ford’s shift in strategy is probably for the better, considering its business was quite literally hemorrhaging money. It is important that it develops and builds EVs, as many customers are still in the market for one and now prefer that powertrain to any other.

However, in the grand scheme, hybrids have taken over as the most desirable powertrain, which is pushing Ford to make this shift in the name of making money and going with what consumers want.

I’d love to hear from you! If you have any comments, concerns, or questions, please email me at [email protected]. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at [email protected].

Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at [email protected]. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Potential affordable Tesla “Model 2/Model Q” test car spotted anew in Giga Texas

The recent footage featured an apparent test car that looks very similar to a vehicle that was spotted in the Fremont Factory last month.

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Credit: @JoeTegtmeyer/X

Tesla has been very secretive about the “more affordable models” that it intends to start producing in the first half of 2025, but the company does seem to be quite busy testing something interesting in the Giga Texas complex. This was, at least, as per recent aerial footage from a longtime Giga Texas watcher.

The recent footage featured an apparent test car that looks very similar to a vehicle that was spotted in the Fremont Factory last month. 

New Giga Texas Sighting

In a post on X, longtime Giga Texas watcher and drone operator Joe Tegtmeyer noted that he recently spotted a rather unique test car in the factory complex. The vehicle was under a car cover, but it was evidently missing its body panels and roof. Interestingly enough, it seemed to be shaped like a Model Y (it even had Model Y wheels), though it looked a bit more compact than another Model Y that was parked next to it.

Interestingly enough, a rather similar test car was spotted at another Tesla plant, the Fremont Factory in California, last month. Tesla watcher Met God in Wilderness, who has been posting aerial videos of the Fremont Factory for years, shared some footage from a drone flyover in mid-April. One of the vehicles captured in the flyover was an apparent test car that was parked next to fully-built Model Y and Model S vehicles. The test car in this sighting also looked like a compact crossover, and it was also missing its roof and body panels. 

Tesla’s Affordable Cars

In the Q1 2025 Update Letter, Tesla noted that “plans for new vehicles, including more affordable models, remain on track for start of production in the first half of 2025.” In the Q1 earnings call, Tesla VP of Vehicle Engineering Lars Moravy stated that Tesla’s affordable cars would resemble the company’s existing vehicles, though they will be more affordable.

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These comments suggested that Tesla’s affordable cars, which have been informally dubbed by the EV community as the “Model 2 or Model Q,” will look a lot like its two mass market vehicles, the Model 3 sedan and the Model Y crossover. “Models that come out in the next months will be built on our lines and will resemble, in form and shape, the cars we currently make. And the key is that they’ll be affordable, and you’ll be able to buy one,” Moray stated.

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Elon Musk

Elon Musk invited to attend investment summit in Saudi Arabia: report

Musk’s reported invitation comes on the sidelines of United States President Donald Trump’s visit to the Middle East.

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Joel Kowsky, Public domain, via Wikimedia Commons

A planning note reported viewed by Reuters has indicated that Tesla CEO Elon Musk has been invited to a Saudi-U.S. investment forum in Riyadh, the capital of Saudi Arabia. The event is expected to be held on Tuesday.

Musk’s reported invitation comes on the sidelines of United States President Donald Trump’s visit to the Middle East.

Musk’s Invitation

As per Reuters, the upcoming investment forum is expected to be attended by some of the most distinguished people in the investment world. These include the CEOs of high-profile companies such as Blackrock, Citigroup, IBM, Boeing, Delta Airlines, American Airlines, and United Airlines, among others, the publication noted. 

Considering the other attendees of the event, Elon Musk would likely fit right thanks to his leadership of companies like Tesla, SpaceX, and xAI, as well as his close ties with the Trump administration through his work at the Department of Government Efficiency (DOGE).

Musk and Saudi Arabia

Elon Musk’s relationship with Riyadh have notably improved since the start of Trump’s second term as United States president. Highlighting this improvement was Tesla’s launch in Saudi, which was held in April. Tesla’s launch was a notable event based on videos posted of the occasion, with the company showcasing some of its most exciting products, including Optimus, the Cybertruck, and the Cybercab, its self-driving robotaxi.

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Tesla’s launch in Saudi Arabia, as well as his reported invitation to the upcoming investment forum, suggests that the CEO’s feud with Yasir Al Rumayyan, head of the $925 billion Public Investment Fund, has ended. The PIF Head was among the people involved in Elon Musk’s infamous “funding secured” tweet in 2018, which resulted in hefty fines and his removal as Tesla’s Board Chair. The PIF also sold its Tesla holdings and invested in another EV company, Lucid Group Inc.

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Investor's Corner

Tesla (TSLA) poised to hit $1 trillion valuation again amid reports of Trump China deal

TSLA stock was up about 8% at $322.56 per share on Monday’s premarket.

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(Credit: Tesla)

Tesla shares (NASDAQ:TSLA) are on a tear on Monday’s premarket amidst reports that the United States and China have agreed to significantly roll back tariffs on each other’s goods for an initial 90-day period.

As of writing, the premarket price of TSLA shares suggests that the electric vehicle maker might end Monday with a $1 trillion valuation once more.

Tesla and China

TSLA stock was up about 8% at $322.56 per share on Monday’s premarket. As noted in a report from Barron’s, these prices suggest that the company could achieve a trillion-dollar valuation again, a level not seen since late February. Similar to Tesla, the S&P 500 and the Dow Jones Industrial Average were also up 2.8% and 2.1%, respectively, on Monday’s premarket.

The United States and China’s decision to roll back its tariffs would likely be appreciated by CEO Elon Musk. Despite working for the Trump administration’s Department of Government Efficiency (DOGE), and despite Tesla being least affected by the Trump administration’s tariffs due to its strong domestic supply chains in the United States, China, and Europe, Musk has noted that he is a supporter of non-predatory tariffs.

The United States and China’s Agreement

In a joint statement from the United States and China posted on the White House’s official website, the two countries agreed to lower reciprocal tariffs on each other by 115% for 90 days. This means that the United States will temporarily lower its overall tariffs on Chinese goods from 145% to 30%, as noted in an ABC 12 report. China, on the other hand, will also lower its tariffs on American goods from 125% to 10%.

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The talks were led by Chinese Vice Premier He Lifeng and Treasury Secretary Scott Bessent and U.S. Trade Representative Jamieson Greer, as per the joint statement. Bessent shared his thoughts about the matter in a comment in Geneva. “The consensus from both delegations is neither side wants to be decoupled, and what have occurred with these very high tariffs … was an equivalent of an embargo, and neither side wants that. We do want trade. We want more balance in trade. And I think both sides are committed to achieving that,” he said. 

A spokesperson from China’s Commerce Ministry also shared a statement about the matter. As per the spokesperson, the deal was an “important step by both sides to resolve differences through equal-footing dialogue and consultation, laying the groundwork and creating conditions for further bridging gaps and deepening cooperation.”

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