Ford CEO alerts his teams to danger of competition from Elon Musk

Ford CEO Jim Farley has alerted his employees to the tough competition that Tesla now represents for them. According to him, the manufacturer created by Elon Musk has a notable advance in terms of energy efficiency.

Sometimes it is our competitors who weave the most beautiful laurel wreaths for us. As revealed Detroit Free Press on November 4, the CEO of Ford, Jim Farley, seriously warned all the employees of the group on the danger posed by Tesla.

« They have resources, brains. The Model 3 is now the best-selling vehicle in Europe. Not just in the electrical department. In general (…) Some months, it is also the vehicle that sells the best in California. If you want to be successful, we can no longer ignore this Jim Farley warned.

The CEO of Ford did not stop at a general warning. He then went on to detail the reasons that make Tesla such a threatening competitor. ” First of all, they have a direct model… There is no middleman. They make everything simple. Three or four clicks allow you to configure the vehicle and order its delivery », Explains Jim Farley. According to him, the simple and non-negotiable price list of the electric car manufacturer founded by Elon Musk contributes to the good readability of its offer.

Tesla and its successes such as the Model 3 worry Ford. Source: Louise Audry for Numerama

“Nobody does better than them”

The other major asset of Tesla, according to the CEO of Ford, is the energy management of its vehicles. ” Nobody does better than them in this area. Their customers pay less for a better battery. “Last point to which Jim Farley drew the attention of his teams:” The models [Tesla ] are very different from those of the manufacturers who manufacture combustion cars (…) These are less complex products. It is this lower complexity that allows them to rapidly increase their scope. They can cut costs, they already have. They can keep the manufacturing process simple. »

Ford seems to understand consumer expectations in the electric field: its Ford Mustang Mach-E is a very successful SUV and its Ford F-150 Lightning pickup planned for 2022 promises to be ambitious and affordable. But the point is, Tesla has carved out a very comfortable lead in the electric market. Barely eleven years after its IPO, Elon Musk’s company has also passed the very symbolic milestone of 1,000 billion valuation, which only 6 companies have managed to exceed in the past.

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Source: Numerama by www.numerama.com.

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