Ford is encouraging managers to advocate for the benefits of its EVs to their family and friends.
Just like many other automakers, Ford is keen on increasing sales of its EVs. It strongly believes that urging managers to purchase a Mustang Mach-E or an F-150 Lightning could significantly contribute to this goal.
Ford now offers a leasing program for current and former managers, allowing them to purchase one or two leased vehicles before having the option to order an additional car. Previously, Ford’s managers across the U.S. had more freedom to choose their supplemental vehicle, but now they must select either a Mustang Mach-E or F-150 Lightning.
The company expects the program to increase sales by familiarizing more people with its EVs.
“A Ford spokesperson told Reuters, ‘By encouraging our employees to drive an electric vehicle through this optional program, they can experience firsthand how convenient it is and effectively share their experiences with friends and family — a crucial way to boost awareness of new technology.'”
Ford did not disclose the expected number of managers who will opt for a Mustang Mach-E or F-150 Lightning. Each vehicle leased to a manager will contribute to Ford’s sales count.
Despite their relatively quick arrival on the EV scene, both the Mustang Mach-E and F-150 Lightning haven’t met Ford’s initial sales expectations. In late March, Ford reduced production at its Rouge Electric Vehicle Center in Dearborn, Michigan, by about two-thirds to better match the F-150 Lightning’s production with demand.
Ford’s EV division reported a $1.3 billion loss in the first quarter of 2024. According to CEO Jim Farley, the company must achieve profitability with its EVs within the next five years. Farley warned that if Ford fails to make profitable EVs, it may only sustain operations in North America.
“If we cannot make money on EVs, we face competitors who dominate globally and have already established their supply chains worldwide,” Farley told NBC News. “If we don’t achieve profitability in EVs within the next five years, what does the future hold? We may shrink to just North America.”
