Ford’s affordable electric car could beat Tesla to market

The race is on between Ford and Tesla to democratise small electric car tech with both car makers pushing to introduce cheaper mainstream electric models.

Ford’s first cut-price small electric vehicle – using a new platform set to underpin a range of new small affordable electric cars including a ute – could pip Tesla’s on-again/off-again affordable model to showrooms.

According to British publication Autocar, Ford plans to introduce the first of its affordable small electric car range to North America – priced from around $US25,000 ($AU38,200) – as early as 2026.

Tesla says it will introduce its long-awaited similarly-priced electric car in 2025, but CEO Elon Musk was scant on details during a recent investor call confirming shrinking profits from its vehicle business.

Both brands need lower-priced electric models to fend off value competitors – mainly Chinese-made electric cars – as well as the battlefront between the two US brands and rivals such as General Motors (GM).

“The question is: how do you compete in that segment, especially if you have got a very low-cost manufacturing location like China pumping out affordable vehicles?” Ford Model E electric division head Marin Gjaja remarked to Autocar.

MORE: Electric Ford Ranger now on sale, but you probably wouldn’t fit

“The key for us is to be affordable, differentiated and profitable. For too long we stayed in the affordable segment, either at break-even or losing money.”

In February 2024, Ford announced it would focus on small, affordable electric vehicle development following significant losses – averaging $US36,000 ($AU55,000) per electric vehicle sold in the US.

“If you look at our line-up globally, at this point we don’t really have much in the affordable segment.

“That’s what we’re doing in the US with an affordable platform, and there’s no reason why that platform wouldn’t be able to create products for Europe as well.”

The new platform will underpin a range of affordable electric Fords – including an SUV and a ute – with development led by former Tesla engineer Alan Clarke.

MORE: The Ford Capri is back – as an electric SUV

“[Clarke] came to Ford a couple of years ago and is trying to build the most efficient platform of any EV on the planet. That’s the goal,” Mr Gjaja told Autocar.

Mr Gjaja said Ford needs cheaper electric models as a way for electric vehicle customers to enter the brand.

“There’s no question that if we’re going to be a true mass brand, we want people to graduate to a vehicle like [the electric] Explorer, but where do you start them?” he said.

The Mustang Mach-E SUV is the most affordable non-commercial Ford electric vehicle currently in Australian showrooms at $64,990 before on-road costs.

The battery-electric Puma Gen-E set to arrive here in 2025 is expected to be cheaper although not enough to go head-to-head with Chinese rivals.

MORE: Cut-price Ford electric ute, SUV coming to chase BYD, Tesla

The cheapest electric car in Australia is currently the GWM Ora at $35,990 driveway.

Ford is one of many car makers to revise its electric vehicle strategy, with some – such as GM – awaiting the outcome of the 2024 US elections in November before firming up future product plans.

Electric vehicle brand Tesla cancelled development of a new-generation platform it planned to use for a smaller, more affordable model in April 2024 – but has instead changed its approach.

In July 2024, the US car maker’s CEO Elon Musk reaffirmed intentions to introduce a lower-priced small electric car in the first half of 2025 – also priced around $US25,000 ($AU38,200) – with a ‘low-cost family car’ part of its Master Plan dating back to 2006.

Tesla said it would speed up development by using current vehicle architecture – in place of the cancelled all-new platform – and existing factory assembly lines for its lower-cost model.

MORE: Cheaper Tesla electric car on track for next year

Increased competition has seen Tesla lower prices of its existing line-up – reducing profits – while not offering a cut-price model has seen buyers look to other electric vehicle brands.

The Tesla Model 3 sedan is the brand’s most affordable model in Australia, currently priced from $54,900 before on-road costs.

The post Ford’s affordable electric car could beat Tesla to market appeared first on Drive.

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