<p>福特汽车本周早些时候宣布，为了与消费者趋势保持一致，并在追逐特斯拉时损失数十亿美元后专注于更具盈利性的业务，将推迟或完全取消几款电动汽车车型。</p>
<p>虽然这可能不是最理想的做法，但对于福特来说，这是目前最佳策略，因为它将更多地转向混合动力车型，依靠当前的电动汽车产品，并停止财务上的亏损。</p>
<p>在传统汽车制造商中，福特可以说是最为执着的一家。它提出了一个扎实的投资计划，将在未来十年内扩大其电动汽车产品线，根据各市场的需求推出令人兴奋的产品。</p>
<p>随着盈利能力和消费者趋势的关注，福特对电动汽车的热情有所减退</p>
<p>然而，最为执着并不总是意味着最成功。由于对电动汽车的过度承诺，福特在 2023 年遭受了巨大损失，以至于首席执行官吉姆·法利曾经承认，公司在电气化方面的投资规模处于较低水平。</p>
<p>法利今年早些时候曾表示：“我们可能会处于这一范围的较低端”，指的是 80 亿至 90 亿美元的投资范围。“我们在盈利能力方面非常一致。”</p>
<p>但现在，情况已经完全改变。</p>
<p>本周早些时候，福特几乎承认，公司简单地没有时间或资金继续承担其电动汽车承诺。这给公司造成了数十亿美元的损失，而福特选择的做法是追求盈利以维持生存。正如电影《凡·怀尔德》中的父亲所说：“有时候在生活中，你必须意识到一个糟糕的投资并止损。”</p>
<p>福特做出了正确的选择。公司对电动汽车目标的执着程度过高。本田的高管最近表示，你不能强迫人们购买他们不想要的东西。目前，至少在美国，人们想要的是特斯拉，尽管竞争对手越来越多，但特斯拉仍然在市场份额上保持着可观的领先地位。</p>
<p>问题在于缺乏真正具有吸引力的竞争性电动汽车产品。需要一款在各方面都能超越特斯拉的产品。这样人们才会转变，电动汽车才会有价值。这适用于所有公司，不仅仅是福特。</p>
<p>要成为最好，就必须击败最强者。</p>
<p>福特副董事长兼首席财务官约翰·劳勒本周早些时候在公司宣布调整电动汽车立场时表示：“我们致力于通过打造具有竞争力和盈利性的业务来创造长期价值。在定价和利润率受压力的情况下，我们已经决定调整我们的产品和技术路线以及工业布局，以实现我们的目标，即所有新车型在推出后的首 12 个月内实现正面息税前利润。”</p>
<p>未来几年，福特仍将推出各种新车型，包括一款新卡车。但目前，最好的做法是让福特做它需要做的事情：减少对电动汽车的承诺，并继续依靠野马 Mach-E、F-150 Lightning 和 E-Transit。事实上，福特根本没有足够感兴趣的电动汽车消费群体，因此无法证明其大规模承诺的必要性，如果坚持下去，可能会让他们的业务付出代价。</p>
<p><img src="https://imageproxy.pbkrs.com/https://www.teslarati.com/wp-content/uploads/2024/01/Ford-Pro-EVs.jpg?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://www.teslarati.com/wp-content/uploads/2024/01/Ford-Pro-EVs.jpg"/></p>
<p>从左到右：福特的 F-150 Lightning、E-Transit 面包车和野马 Mach-E（图片来源：福特）</p>
<p>调整其电动汽车推进力度，并根据消费者需求推出新车型，将有助于福特维持资本，并减轻电动汽车对其财务状况造成的负面影响。福特在向每位客户交付的每辆电动汽车上都亏损，尽管继续表现得好像一切都很顺利可能并不是最佳选择。</p>
<p>但与此同时，福特可以做一些事情来帮助消费者：提供符合需求的经济实惠车型，并开发一款真正使大规模消费者考虑除特斯拉以外的其他选择的车型系列。</p>
<p>依靠野马和 F-150 等经典车型并使其电动化可能会赢得一些人的青睐。但尤其是随着 Bronco 和 Bronco Sport 的受欢迎程度，福特错失了一个巨大的机会，因为甚至没有暗示会推出 Bronco 的电动版本。</p>
<p>我认为很多人可能会感到失望，但这一宣布似乎比预期的要早。作为一个开过福特车并仍然拥有一辆福特车的人，我曾希望我的下一辆车是一辆电动 Bronco。我对 F-150 Lightning 评价很高。但显然，福特仍在通过销售汽油动力的 F 系列和其他经得起考验的车型来赚取大部分利润。</p>
<p><em>我很想听听您的想法！如果您有任何评论、疑虑或问题，请发送电子邮件至</em> <em>joey@teslarati.com</em> <em>。您也可以在 Twitter 上联系我</em> <em>@KlenderJoey</em> <em>，或者如果您有新闻线索，可以发送电子邮件至</em> <em>tips@teslarati.com</em> _。</p>
<p>这篇文章最初发表在 TESLARATI 上，介绍了为什么福特的电动汽车战略转变是公司的最佳选择。</p>

福特汽车

<p>福特汽车宣布调整其电动车（EV）战略，推迟或取消多个车型，以符合消费者趋势，并在追逐特斯拉造成重大损失后追求盈利能力。该公司将专注于混合动力车型和现有的电动车型，同时减少对电动车的承诺。福特承认需要提供具有竞争力的产品以吸引消费者兴趣，并旨在在新车型推出后的首 12 个月内实现正面的息税前利润（EBIT）</p>

<p>Ford announced earlier this week that it would delay or completely cancel several electric vehicle models in an effort to align with consumer trends and hone in on a more profitable business after losing billions chasing Tesla.</p>
<div class="lb-trans"><p>福特汽车本周早些时候宣布，为了与消费者趋势保持一致，并在追逐特斯拉时损失数十亿美元后专注于更具盈利性的业务，将推迟或完全取消几款电动汽车车型。</p>
</div><p>While it may not be the most ideal thing, it is the best strategy for Ford right now, as it will shift more toward hybrids, leaning on current EV offerings and stopping the bleeding on financials.</p>
<div class="lb-trans"><p>虽然这可能不是最理想的做法，但对于福特来说，这是目前最佳策略，因为它将更多地转向混合动力车型，依靠当前的电动汽车产品，并停止财务上的亏损。</p>
</div><p>Ford was arguably the most committed when it came to legacy automakers. It had put forth a solid investment plan that would see it expand its EV offerings over the course of a decade, bringing exciting offerings to each market based on its needs.</p>
<blockquote>
</blockquote>
<div class="lb-trans"><p>在传统汽车制造商中，福特可以说是最为执着的一家。它提出了一个扎实的投资计划，将在未来十年内扩大其电动汽车产品线，根据各市场的需求推出令人兴奋的产品。</p>
</div><p>Ford’s love affair with EVs softens as profitability and consumer trends take focus</p>
<div class="lb-trans"><p>随着盈利能力和消费者趋势的关注，福特对电动汽车的热情有所减退</p>
</div><p>However, being the most committed does not always mean the most successful. Ford had suffered tremendous losses in 2023 because of its overwhelming commitment to EVs, so much so that CEO Jim Farley admitted at one point that it was on the lower end of its investment range for electrification moving forward.</p>
<div class="lb-trans"><p>然而，最为执着并不总是意味着最成功。由于对电动汽车的过度承诺，福特在 2023 年遭受了巨大损失，以至于首席执行官吉姆·法利曾经承认，公司在电气化方面的投资规模处于较低水平。</p>
</div><p>“We’ll probably be on the low end of that range,” Farley said earlier this year about the $8 billion to $9 billion investment range. “And we’re being very consistent about our discipline on profitability.”</p>
<div class="lb-trans"><p>法利今年早些时候曾表示：“我们可能会处于这一范围的较低端”，指的是 80 亿至 90 亿美元的投资范围。“我们在盈利能力方面非常一致。”</p>
</div><p>But now, things have <em>totally</em> changed.</p>
<div class="lb-trans"><p>但现在，情况已经完全改变。</p>
</div><p>Earlier this week, Ford all but admitted that it simply did not have the time or the money to keep going with its EV commitment. It was costing it billions, and instead of chasing after Tesla, it did what it should do: chase after money to keep it afloat. As Van Wilder’s dad said in the movie, “ <em>Sometimes in life, you have to realize a poor investment and cut your losses.”</em></p>
<div class="lb-trans"><p>本周早些时候，福特几乎承认，公司简单地没有时间或资金继续承担其电动汽车承诺。这给公司造成了数十亿美元的损失，而福特选择的做法是追求盈利以维持生存。正如电影《凡·怀尔德》中的父亲所说：“有时候在生活中，你必须意识到一个糟糕的投资并止损。”</p>
</div><p>Ford made the right choice. It was going along with the EV goals too far and too hard. Honda’s executives said recently that you simply cannot force people to buy something they don’t want. Right now, Teslas are what people want, at least in the United States, as the automaker, despite a growing number of competitors, continues to hold a sizeable lead in market share over competitors.</p>
<div class="lb-trans"><p>福特做出了正确的选择。公司对电动汽车目标的执着程度过高。本田的高管最近表示，你不能强迫人们购买他们不想要的东西。目前，至少在美国，人们想要的是特斯拉，尽管竞争对手越来越多，但特斯拉仍然在市场份额上保持着可观的领先地位。</p>
</div><p>The lack of a truly competitive EV offering that appeals to consumers is what the issue is. There needs to be a product that truly outperforms Tesla in every way. That’s how people will switch, and that’s how EVs will be worth it. This goes for all companies, not just Ford.</p>
<div class="lb-trans"><p>问题在于缺乏真正具有吸引力的竞争性电动汽车产品。需要一款在各方面都能超越特斯拉的产品。这样人们才会转变，电动汽车才会有价值。这适用于所有公司，不仅仅是福特。</p>
</div><p><em>To be the best, you have to beat the best.</em></p>
<div class="lb-trans"><p>要成为最好，就必须击败最强者。</p>
</div><p>“We’re committed to creating long-term value by building a competitive and profitable business,” Ford’s Vice Chair and CFO John Lawler said earlier this week as the company announced its softening EV stance. “With pricing and margin compression, we’ve made the decision to adjust our product and technology roadmap and industrial footprint to meet our goal of reaching positive EBIT within the first 12 months of launch for all new models.”</p>
<div class="lb-trans"><p>福特副董事长兼首席财务官约翰·劳勒本周早些时候在公司宣布调整电动汽车立场时表示：“我们致力于通过打造具有竞争力和盈利性的业务来创造长期价值。在定价和利润率受压力的情况下，我们已经决定调整我们的产品和技术路线以及工业布局，以实现我们的目标，即所有新车型在推出后的首 12 个月内实现正面息税前利润。”</p>
</div><p>It will still bring forward a variety of new models, including a new truck, in the coming years. But for now, it is best that Ford does what it needs to do: scale back its commitment to EVs and continue to rely and lean on the Mustang Mach-E, F-150 Lightning, and E-Transit for the time being. The truth is that Ford simply did not and did not have enough of a consumer base that is interested in EVs, thus not justifying its mass commitment, and it might have cost them their business if it kept up the shtick.</p>
<div class="lb-trans"><p>未来几年，福特仍将推出各种新车型，包括一款新卡车。但目前，最好的做法是让福特做它需要做的事情：减少对电动汽车的承诺，并继续依靠野马 Mach-E、F-150 Lightning 和 E-Transit。事实上，福特根本没有足够感兴趣的电动汽车消费群体，因此无法证明其大规模承诺的必要性，如果坚持下去，可能会让他们的业务付出代价。</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://www.teslarati.com/wp-content/uploads/2024/01/Ford-Pro-EVs.jpg" alt="" original-src="https://www.teslarati.com/wp-content/uploads/2024/01/Ford-Pro-EVs.jpg"/></p>
<p>From left to right: Ford’s F-150 Lightning, E-Transit van, and Mustang Mach-E (Credit: Ford)</p>
<div class="lb-trans"><p>从左到右：福特的 F-150 Lightning、E-Transit 面包车和野马 Mach-E（图片来源：福特）</p>
</div><p>Tempering its EV push and bringing new models as people want them is going to help Ford maintain capital while also softening the negative effects EVs have had on its financials. Ford has lost money on every EV it’s ever delivered to a customer, although it may not be the best thing for it to continue acting like things are all okay.</p>
<div class="lb-trans"><p>调整其电动汽车推进力度，并根据消费者需求推出新车型，将有助于福特维持资本，并减轻电动汽车对其财务状况造成的负面影响。福特在向每位客户交付的每辆电动汽车上都亏损，尽管继续表现得好像一切都很顺利可能并不是最佳选择。</p>
</div><p>But in the meantime, Ford can do a few things to help consumers: offer affordable vehicles that cater to needs and develop a vehicle lineup that truly makes consumers on a massive scale consider things other than Tesla.</p>
<div class="lb-trans"><p>但与此同时，福特可以做一些事情来帮助消费者：提供符合需求的经济实惠车型，并开发一款真正使大规模消费者考虑除特斯拉以外的其他选择的车型系列。</p>
</div><p>Leaning on classic names like the Mustang and F-150 and electrifying them might have won some people over. But it seems, especially with the popularity of the Bronco and Bronco Sport, Ford is missing a huge opportunity by not even hinting toward an EV version of the vehicle.</p>
<div class="lb-trans"><p>依靠野马和 F-150 等经典车型并使其电动化可能会赢得一些人的青睐。但尤其是随着 Bronco 和 Bronco Sport 的受欢迎程度，福特错失了一个巨大的机会，因为甚至没有暗示会推出 Bronco 的电动版本。</p>
</div><p>I think a lot of people might be disappointed, but this announcement seemed like it was coming sooner rather than later. As someone who has driven Fords and still owns one, I was hoping to make my next vehicle an electric Bronco. I have talked highly about the F-150 Lightning. But it is evident that it is still making a lot of its money selling the gas-powered F-Series and its other tried and true vehicle models.</p>
<div class="lb-trans"><p>我认为很多人可能会感到失望，但这一宣布似乎比预期的要早。作为一个开过福特车并仍然拥有一辆福特车的人，我曾希望我的下一辆车是一辆电动 Bronco。我对 F-150 Lightning 评价很高。但显然，福特仍在通过销售汽油动力的 F 系列和其他经得起考验的车型来赚取大部分利润。</p>
</div><p><em>I’d love to hear from you! If you have any comments, concerns, or questions, please email me at</em> <em>joey@teslarati.com</em> <em>. You can also reach me on Twitter</em> <em>@KlenderJoey</em> <em>, or if you have news tips, you can email us at</em> <em>tips@teslarati.com</em> <em>.</em></p>
<div class="lb-trans"><p><em>我很想听听您的想法！如果您有任何评论、疑虑或问题，请发送电子邮件至</em> <em>joey@teslarati.com</em> <em>。您也可以在 Twitter 上联系我</em> <em>@KlenderJoey</em> <em>，或者如果您有新闻线索，可以发送电子邮件至</em> <em>tips@teslarati.com</em> _。</p>
</div><p>The post Why Ford’s EV strategy shift is the best option for the company appeared first on TESLARATI.</p>
<div class="lb-trans"><p>这篇文章最初发表在 TESLARATI 上，介绍了为什么福特的电动汽车战略转变是公司的最佳选择。</p>
</div>

Why Ford’s EV strategy shift is the best option for the company

- 福特本周宣布推迟或取消多款电动车型，以顺应消费者趋势，专注于更具盈利性的业务，避免继续追赶特斯拉而导致巨额亏损。
- CEO Jim Farley 承认过度承诺电动车领域导致 2023 年巨额损失，现在决定调整战略以追求盈利和稳健财务。
- 福特将缩减对电动车的承诺，依靠现有的混合动力车型，并在未来推出新车型，以维持资本并减轻电动车对财务的负面影响。

为什么福特汽车的电动汽车战略转变是公司最优的选择