<p>福特汽車本週早些時候宣佈，為了與消費者趨勢保持一致，並在追逐特斯拉時損失數十億美元后專注於更具盈利性的業務，將推遲或完全取消幾款電動汽車車型。</p>
<p>雖然這可能不是最理想的做法，但對於福特來説，這是目前最佳策略，因為它將更多地轉向混合動力車型，依靠當前的電動汽車產品，並停止財務上的虧損。</p>
<p>在傳統汽車製造商中，福特可以説是最為執着的一家。它提出了一個紮實的投資計劃，將在未來十年內擴大其電動汽車產品線，根據各市場的需求推出令人興奮的產品。</p>
<p>隨着盈利能力和消費者趨勢的關注，福特對電動汽車的熱情有所減退</p>
<p>然而，最為執着並不總是意味着最成功。由於對電動汽車的過度承諾，福特在 2023 年遭受了巨大損失，以至於首席執行官吉姆·法利曾經承認，公司在電氣化方面的投資規模處於較低水平。</p>
<p>法利今年早些時候曾表示：“我們可能會處於這一範圍的較低端”，指的是 80 億至 90 億美元的投資範圍。“我們在盈利能力方面非常一致。”</p>
<p>但現在，情況已經完全改變。</p>
<p>本週早些時候，福特幾乎承認，公司簡單地沒有時間或資金繼續承擔其電動汽車承諾。這給公司造成了數十億美元的損失，而福特選擇的做法是追求盈利以維持生存。正如電影《凡·懷爾德》中的父親所説：“有時候在生活中，你必須意識到一個糟糕的投資並止損。”</p>
<p>福特做出了正確的選擇。公司對電動汽車目標的執着程度過高。本田的高管最近表示，你不能強迫人們購買他們不想要的東西。目前，至少在美國，人們想要的是特斯拉，儘管競爭對手越來越多，但特斯拉仍然在市場份額上保持着可觀的領先地位。</p>
<p>問題在於缺乏真正具有吸引力的競爭性電動汽車產品。需要一款在各方面都能超越特斯拉的產品。這樣人們才會轉變，電動汽車才會有價值。這適用於所有公司，不僅僅是福特。</p>
<p>要成為最好，就必須擊敗最強者。</p>
<p>福特副董事長兼首席財務官約翰·勞勒本週早些時候在公司宣佈調整電動汽車立場時表示：“我們致力於通過打造具有競爭力和盈利性的業務來創造長期價值。在定價和利潤率受壓力的情況下，我們已經決定調整我們的產品和技術路線以及工業佈局，以實現我們的目標，即所有新車型在推出後的首 12 個月內實現正面息税前利潤。”</p>
<p>未來幾年，福特仍將推出各種新車型，包括一款新卡車。但目前，最好的做法是讓福特做它需要做的事情：減少對電動汽車的承諾，並繼續依靠野馬 Mach-E、F-150 Lightning 和 E-Transit。事實上，福特根本沒有足夠感興趣的電動汽車消費羣體，因此無法證明其大規模承諾的必要性，如果堅持下去，可能會讓他們的業務付出代價。</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>從左到右：福特的 F-150 Lightning、E-Transit 麪包車和野馬 Mach-E（圖片來源：福特）</p>
<p>調整其電動汽車推進力度，並根據消費者需求推出新車型，將有助於福特維持資本，並減輕電動汽車對其財務狀況造成的負面影響。福特在向每位客户交付的每輛電動汽車上都虧損，儘管繼續表現得好像一切都很順利可能並不是最佳選擇。</p>
<p>但與此同時，福特可以做一些事情來幫助消費者：提供符合需求的經濟實惠車型，並開發一款真正使大規模消費者考慮除特斯拉以外的其他選擇的車型系列。</p>
<p>依靠野馬和 F-150 等經典車型並使其電動化可能會贏得一些人的青睞。但尤其是隨着 Bronco 和 Bronco Sport 的受歡迎程度，福特錯失了一個巨大的機會，因為甚至沒有暗示會推出 Bronco 的電動版本。</p>
<p>我認為很多人可能會感到失望，但這一宣佈似乎比預期的要早。作為一個開過福特車並仍然擁有一輛福特車的人，我曾希望我的下一輛車是一輛電動 Bronco。我對 F-150 Lightning 評價很高。但顯然，福特仍在通過銷售汽油動力的 F 系列和其他經得起考驗的車型來賺取大部分利潤。</p>
<p><em>我很想聽聽您的想法！如果您有任何評論、疑慮或問題，請發送電子郵件至</em> <em>joey@teslarati.com</em> <em>。您也可以在 Twitter 上聯繫我</em> <em>@KlenderJoey</em> <em>，或者如果您有新聞線索，可以發送電子郵件至</em> <em>tips@teslarati.com</em> _。</p>
<p>這篇文章最初發表在 TESLARATI 上，介紹了為什麼福特的電動汽車戰略轉變是公司的最佳選擇。</p>

福特汽車

<p>福特汽車宣佈調整其電動車（EV）戰略，推遲或取消多個車型，以符合消費者趨勢，並在追逐特斯拉造成重大損失後追求盈利能力。該公司將專注於混合動力車型和現有的電動車型，同時減少對電動車的承諾。福特承認需要提供具有競爭力的產品以吸引消費者興趣，並旨在在新車型推出後的首 12 個月內實現正面的息税前利潤（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>福特汽車本週早些時候宣佈，為了與消費者趨勢保持一致，並在追逐特斯拉時損失數十億美元后專注於更具盈利性的業務，將推遲或完全取消幾款電動汽車車型。</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>雖然這可能不是最理想的做法，但對於福特來説，這是目前最佳策略，因為它將更多地轉向混合動力車型，依靠當前的電動汽車產品，並停止財務上的虧損。</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>在傳統汽車製造商中，福特可以説是最為執着的一家。它提出了一個紮實的投資計劃，將在未來十年內擴大其電動汽車產品線，根據各市場的需求推出令人興奮的產品。</p>
</div><p>Ford’s love affair with EVs softens as profitability and consumer trends take focus</p>
<div class="lb-trans"><p>隨着盈利能力和消費者趨勢的關注，福特對電動汽車的熱情有所減退</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，最為執着並不總是意味着最成功。由於對電動汽車的過度承諾，福特在 2023 年遭受了巨大損失，以至於首席執行官吉姆·法利曾經承認，公司在電氣化方面的投資規模處於較低水平。</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>法利今年早些時候曾表示：“我們可能會處於這一範圍的較低端”，指的是 80 億至 90 億美元的投資範圍。“我們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>但現在，情況已經完全改變。</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>本週早些時候，福特幾乎承認，公司簡單地沒有時間或資金繼續承擔其電動汽車承諾。這給公司造成了數十億美元的損失，而福特選擇的做法是追求盈利以維持生存。正如電影《凡·懷爾德》中的父親所説：“有時候在生活中，你必須意識到一個糟糕的投資並止損。”</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>福特做出了正確的選擇。公司對電動汽車目標的執着程度過高。本田的高管最近表示，你不能強迫人們購買他們不想要的東西。目前，至少在美國，人們想要的是特斯拉，儘管競爭對手越來越多，但特斯拉仍然在市場份額上保持着可觀的領先地位。</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>問題在於缺乏真正具有吸引力的競爭性電動汽車產品。需要一款在各方面都能超越特斯拉的產品。這樣人們才會轉變，電動汽車才會有價值。這適用於所有公司，不僅僅是福特。</p>
</div><p><em>To be the best, you have to beat the best.</em></p>
<div class="lb-trans"><p>要成為最好，就必須擊敗最強者。</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>福特副董事長兼首席財務官約翰·勞勒本週早些時候在公司宣佈調整電動汽車立場時表示：“我們致力於通過打造具有競爭力和盈利性的業務來創造長期價值。在定價和利潤率受壓力的情況下，我們已經決定調整我們的產品和技術路線以及工業佈局，以實現我們的目標，即所有新車型在推出後的首 12 個月內實現正面息税前利潤。”</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>未來幾年，福特仍將推出各種新車型，包括一款新卡車。但目前，最好的做法是讓福特做它需要做的事情：減少對電動汽車的承諾，並繼續依靠野馬 Mach-E、F-150 Lightning 和 E-Transit。事實上，福特根本沒有足夠感興趣的電動汽車消費羣體，因此無法證明其大規模承諾的必要性，如果堅持下去，可能會讓他們的業務付出代價。</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>從左到右：福特的 F-150 Lightning、E-Transit 麪包車和野馬 Mach-E（圖片來源：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>調整其電動汽車推進力度，並根據消費者需求推出新車型，將有助於福特維持資本，並減輕電動汽車對其財務狀況造成的負面影響。福特在向每位客户交付的每輛電動汽車上都虧損，儘管繼續表現得好像一切都很順利可能並不是最佳選擇。</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>但與此同時，福特可以做一些事情來幫助消費者：提供符合需求的經濟實惠車型，並開發一款真正使大規模消費者考慮除特斯拉以外的其他選擇的車型系列。</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>依靠野馬和 F-150 等經典車型並使其電動化可能會贏得一些人的青睞。但尤其是隨着 Bronco 和 Bronco Sport 的受歡迎程度，福特錯失了一個巨大的機會，因為甚至沒有暗示會推出 Bronco 的電動版本。</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>我認為很多人可能會感到失望，但這一宣佈似乎比預期的要早。作為一個開過福特車並仍然擁有一輛福特車的人，我曾希望我的下一輛車是一輛電動 Bronco。我對 F-150 Lightning 評價很高。但顯然，福特仍在通過銷售汽油動力的 F 系列和其他經得起考驗的車型來賺取大部分利潤。</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>我很想聽聽您的想法！如果您有任何評論、疑慮或問題，請發送電子郵件至</em> <em>joey@teslarati.com</em> <em>。您也可以在 Twitter 上聯繫我</em> <em>@KlenderJoey</em> <em>，或者如果您有新聞線索，可以發送電子郵件至</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>這篇文章最初發表在 TESLARATI 上，介紹了為什麼福特的電動汽車戰略轉變是公司的最佳選擇。</p>
</div>

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

- 福特本週宣佈推遲或取消多款電動車型，以順應消費者趨勢，專注於更具盈利性的業務，避免繼續追趕特斯拉而導致鉅額虧損。
- CEO Jim Farley 承認過度承諾電動車領域導致 2023 年鉅額損失，現在決定調整戰略以追求盈利和穩健財務。
- 福特將縮減對電動車的承諾，依靠現有的混合動力車型，並在未來推出新車型，以維持資本並減輕電動車對財務的負面影響。

為什麼福特汽車的電動汽車戰略轉變是公司最優的選擇