Electric Cars

Ford Motor Company CEO Jim Farley recently reflected on his five years at the helm, discussing the challenges and triumphs of steering a legacy automaker through a rapidly evolving industry. Amidst critiques regarding the company's electric vehicle (EV) initiatives and the financial setbacks they have incurred, Farley offers a candid assessment of Ford's strategic direction, acknowledging missteps while emphasizing a forward-looking approach centered on innovation and sustainability. He delves into the complex landscape of global competition, particularly the rise of Chinese EV manufacturers, and outlines Ford's ambition to transform beyond its traditional manufacturing roots.

Farley's tenure has been marked by significant shifts, including the recent decision to discontinue the F-150 Lightning and a substantial financial writedown. These actions stem from a reevaluation of Ford's EV strategy, which Farley admits was initially flawed. He cites insights gained from dissecting competitors' vehicles, revealing fundamental differences in design philosophy, such as Tesla's approach to battery and wiring harness optimization. This realization has spurred a renewed focus on designing cost-effective and competitive EVs, with a new modular platform slated for a 2027 debut.

The CEO also touches upon his personal connection to the automotive world, recounting childhood memories of visiting the Chinetti building and his passion for racing. He emphasizes that while he loves cars, his primary focus is the long-term viability of Ford, which includes enhancing quality, safety, and operational efficiency. This commitment extends to fostering a secure working environment and creating a robust business model that can contribute to societal well-being and deliver strong shareholder returns.

The conversation further explores the unexpected success of Ford's off-road vehicle lineup, including the Bronco, Raptors, and Tremors, which have become a surprisingly profitable segment. Conversely, he addresses the difficulties faced in the European market, where stringent CO2 regulations and fierce competition from Chinese brands, often masked by local names, present unique challenges. Despite these hurdles, Ford has seen success with its Puma Gen-E in the UK, demonstrating the potential for affordable electric options.

Farley advocates for greater diversity in vehicle sizes within the American market, a departure from the current trend of larger, truck-focused vehicles. He believes Ford's best opportunity to compete in this segment lies in applying innovative EV technologies, leveraging their strong hybrid offerings to challenge competitors. He identifies Chinese OEMs like BYD, Great Wall, and Geely as significant threats, highlighting their advanced, low-cost electric vehicle development and the substantial government support they receive.

Addressing the internal dynamics of Ford, Farley recounts historical challenges with internal politics and how a sense of collective purpose, often galvanized during crises like the 2008 financial downturn or the COVID-19 pandemic, has helped overcome these divisions. He sees the current era, defined by software-driven vehicles and electrification, as another such transformative moment, requiring a departure from traditional auto engineering and embracing talent from diverse backgrounds, including Formula 1 and Tesla.

Looking beyond conventional automotive manufacturing, Farley envisions Ford expanding into adjacent sectors, such as drone and VTOL aircraft development, by leveraging its expertise in electric architectures and battery technology. He believes these ventures could offer new revenue streams, reduce business cyclicality, and provide essential capabilities for the company's future. The interview concludes with Farley's vision of a revitalized Ford, akin to Henry Ford's original spirit of innovation, adapting to a world where vehicles are not just for driving but also serve as versatile "third spaces" for entertainment and other activities, driven by the profound impact of software.

In essence, the dialogue underscores Ford's ongoing journey of transformation. It reflects a company grappling with its legacy while ambitiously pursuing a future defined by electric mobility, digital innovation, and expanded business horizons. Farley's leadership emphasizes a blend of strategic recalibration, technological advancement, and a cultural shift towards adaptability and continuous learning, all aimed at securing Ford's position in a rapidly changing global automotive landscape.

In May 1988, a unique automotive skirmish unfolded as Car and Driver assembled four luxury coupes for an exhaustive comparison. The contenders included the formidable German duo, the BMW 635CSi and the newly introduced Mercedes-Benz 300CE, alongside the American powerhouse Lincoln Mark VII LSC, and the Japanese challenger, the Acura Legend Coupe L. This detailed evaluation sought to determine if the more affordably priced American and Japanese models could genuinely compete with their premium European counterparts, despite a significant price disparity. The test journey, fraught with unexpected challenges in the Florida landscape, ultimately revealed that innovation and cost-effectiveness could indeed challenge established luxury, concluding with a surprising tie for top honors.

Vintage Luxury Coupe Battle Unfolds in the Sunshine State

In a compelling journey through Florida, the editorial team from Car and Driver undertook a detailed comparative analysis of four prominent luxury coupes from 1988. The luxurious BMW 635CSi and the sophisticated Mercedes-Benz 300CE represented German engineering excellence, known for their robust performance and refined driving dynamics. Challenging these European titans were the Lincoln Mark VII LSC, embodying American luxury, and the Acura Legend Coupe L, showcasing Japanese precision and value. Despite initial skepticism regarding the ability of the more budget-friendly American and Japanese models to contend with the higher-priced German offerings, the rigorous testing painted a nuanced picture.

All four vehicles shared core high-tech features, including advanced engines, state-of-the-art four-speed automatic transmissions, sophisticated independent suspensions (or pneumatic in the case of the Lincoln), alloy wheels with quality tires, and powerful four-wheel disc brakes with anti-lock systems. Each coupe also offered comfortable seating for up to four adults, luxurious leather interiors, comprehensive climate control, and superior sound systems. However, the testing process highlighted distinct differences. While the German models, particularly the BMW, exhibited superior acceleration and outright speed, the Acura Legend Coupe L distinguished itself with remarkable fuel efficiency and exceptional handling stability, thanks to its aerodynamic design and precise steering. Its V-6 engine, despite less horsepower, was lauded for its smooth operation and responsiveness, a testament to its advanced engineering.

Conversely, the Lincoln Mark VII LSC, while powerful and comfortable for everyday driving, showed signs of its older design with less precise steering and a tendency to 'float' over road imperfections. The Mercedes-Benz 300CE, though lauded for its elegant design and comfortable cabin, experienced minor reliability issues during the intense testing. The BMW 635CSi, with its aggressive styling and strong performance, offered a dynamic driving experience but was noted for a stiffer ride compared to its rivals. Ultimately, the Acura Legend Coupe L earned significant praise for its overall refinement, impressive value, and competitive performance, often matching or exceeding the perceived luxury of its pricier German counterparts.

The 1988 luxury coupe comparison provides a vivid reminder that true excellence in automotive design isn't solely defined by price tags or brand heritage. It underscores the profound impact of diligent engineering and strategic innovation. The Acura Legend Coupe L's ability to challenge established German luxury vehicles at a significantly lower cost speaks volumes about the burgeoning Japanese automotive industry's commitment to quality and performance. This test serves as a valuable lesson in discerning substance beyond mere prestige, encouraging consumers and manufacturers alike to look beyond traditional expectations and appreciate the comprehensive value a vehicle offers.