After seeing Tesla hype surge and EV demand boom, Ford made the fateful decision to go all in on EVs themselves investing over $100 billion into EV factories, battery technology, and research and development. From a sentiment POV, Ford has actually done quite well as the Ford F150 Lightning and the Mustang Mach E have been quite well received. In fact, the Mach E was the 3rd best-selling EV in the US and even outsold its traditional counterpart: the gas Mustang. However, this has not translated all that well to Ford’s bottom line or balance sheet. In fact, Ford is losing tens of thousands on every single EV they sell. Not to mention, they have over $100 billion in debt to manage. To make matters worse, we’re actually seeing a large movement away from EVs right now - specifically to hybrids which Ford originally decided to completely skip. This video tells the story of how Ford did everything right and still ended up with a $100 billion EV disaster nonetheless due to shifting consumer sentiment and the overall state of the auto industry.
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Timestamps:
0:00 - The Dire State Of Ford
1:07 - Ford’s Crisis
3:38 - The Woes Of EV
9:34 - Ford’s Internal Crisis
Resources:
https://pastebin.com/wB7b0xWA
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