Something for everyone, literally.
On July 23, 1903, Ford sold its first Model A and had spent almost all of its $28,000 cash investment from 12 investors and 1,000 shares. Just three months later, Ford Motor Company had turned a profit of $37,000. Since then, the company hasn’t looked back; Ford has steadily won over the hearts and minds of auto buyers worldwide. And today’s livestream presentation in Michigan confirmed that they are leaping forward to the next phase of its history with some exciting news: the new F-150 all-electric pickup truck is in the works.
Ford is already a titan. And it’s getting bigger, with more jobs in Michigan
With Plant Manager Debbie Manzano (the first female Ford F-150 factory boss, by the way) kicking off the livestream, the company confirmed what we had been hearing. Rumors were flying that a new all-electric F-150 was on the drawing board, and now we know that it’s coming mid-2022. It’s no slouch, either: Ford says the electric F-150 will generate the most horsepower and torque of any F-150 in the lineup to date. On top of that, it’s billed as boasting the fastest zero-to-60 times and the ability to tow heavy trailers.
The Ford River Rouge Complex – “The Rouge” – is Ford’s factory complex in Dearborn, Michigan, along the River Rouge. Built between 1917 and 1928, the Rouge measures 1.5 miles wide by 1 mile long and includes more than 90 buildings. Now, it has one more: Ford said it will build a new, 500,000-square-foot electric vehicle manufacturing operation to The Rouge. As a result, Ford will add 300 new jobs and is part of a $700 million investment in building the all-new F-150 lineup, including the first F-150 PowerBoost hybrid.
Including investments for Bronco and in Michigan, Ford plans to invest nearly $1.5 billion and create approximately 3,000 jobs over the next three years in its home state alone. Ford is clearly serious about jobs, and to give you an idea of how big Ford is already, take this example:
Combine all of the revenue generated by the NFL, MLB, NHL, and NBA, which is about $40B. Now compare that to the revenue generated by the Ford F-Series: $42B. Wow, right? It’s more than Nike generates. More than Budweiser. McDonald’s. Coca-Cola. The only product bigger than the F-Series when it comes to revenue is the iPhone. That’s a whole lot of trucks.
The impact of the F-150 on America’s economy is a big deal
This commitment to jobs is great news, because Ford is a huge player in the market. Boston Consulting Group (BCG) recently evaluated the importance of the F-Series and Ford to the US economy, and they discovered a number of facts that may surprise you:
- Each direct Ford F-150 Series employee generates support 13 to 14 US jobs; that’s roughly 500,000 total jobs attributable to the F-Series alone
- Ford’s F-Series contributes nearly $50 billion to US GDP (from direct sales, dealers, and suppliers) including multiplier effects (after-sales services and community GDP impact driven by employee respending)
- Ford USA contributes $100 billion to US GDP through production and multiplier effects
- F-Series trucks are used by and support up to 13 million Americans in their daily work
- Ford is the leading US auto manufacturer, responsible for one in five vehicles assembled domestically
- Ford’s F-Series is the best-selling pickup truck in the world over the last ten years
- The F-150 is the most popular vehicle on the road in 39 of 50 US states (California, Hawaii, and the Eastern seaboard from Maine to DC are exceptions)
Jim Farley, Ford COO, says that the Ford team lives, breathes, and builds these trucks.
“Together, we’re helping power America’s recovery,” he said on the livestream.
The battle for marketshare in EV trucks is ON
The new plant will be smart and connected, with robots and autonomous sleds to help workers create a seamless production line. Ford’s not just building electric, though, but also building with new technology. Chairman Bill Ford says they knew they needed to make the Rouge the greenest plant in the world, using carbon free 100% renewable energy. This new, high-tech building is a sign of growth and optimism from Ford.
“I knew we could do it. I’m asking you to build the future,” he said.
Ford’s F-150 has been the number-one selling truck for the last 40+ years. Recently, they announced the details of the new 2021 F-150 pickup, on sale at dealers starting in November with a host of updates aimed toward Americans who use their trucks for work. And they’re not mincing any words about it.
“The F-150 is designed for hard working customers to do a job,” said Jim Farley. “Other trucks are created for lifestyle customers; this tool will provide for the family. This is not a truck for the never nevers – never haul, never tow, never go offline. It’s a workhorse, not a showhorse.”
With Rivian, Bollinger, and others snapping at the heels of the EV revolution, Ford got ready for battle. The company is coming out swinging in 2020 with a new Built for America ad campaign, too.
New ad campaign displays the best of America: diversity, hard work, and care for the planet
Ford debuted its “Built for America” brand campaign, which highlights Ford’s position as the top assembler of vehicle in America and largest employer of U.S. hourly autoworkers. The newest ad, “Built Together,” illustrates Ford’s focus on celebrating hard work, diversity, environmental progress, and the production of American-made vehicles. Two Union of Auto Workers (UAW) leaders joined Jim onstage to show the partnership and commitment to the company.
“Why do we love our Union Auto Workers partners?” Jim said from Dearborn. “When Ford had to decide to restart our factories to create PPE [personal protective equipment] we needed workers willing to volunteer and step up. Our UAW workers stepped up. They saved lives and kept our company running. They are a walking testament to the value of hard work.”
The pride in this company and its staunch devotion to the country gave me goosebumps.
It’s not a divided America at Ford.