Ford's Electric CUV Could Lead in a Surprisingly Crowded Segment

Matt Posky
by Matt Posky
ford s electric cuv could lead in a surprisingly crowded segment

Ford is admittedly behind its main rivals in terms of offering practical and purpose-built EVs but, when it finally comes to market in 2020, its first long-range electric should deliver what buyers want. When Ford announced its plans to launch an electrified crossover at January’s Consumer Electronics Show, the Chevrolet Bolt had already begun to lose its geek chic luster. However, we have to defer our judgement as Ford’s entry could eventually have an EV spec sheet that’ll make GM blush.

We’re beginning to get a better picture of the upcoming Ford — which I’m going to begin calling the E-CUV (electric crossover utility vehicle) since it doesn’t have an official name — now that the company’s chief technology officer Raj Nair has started loosening his lips. The upside is that it will be an affordable unit targeting everything the average consumer wants. The downside is that it’ll have competition early in its lifespan.

“Our plan is for it to be an affordable vehicle, a mainstream model,” Nair told Business Insider. “To get electrification volumes where we would all like them to be we have to make sure we make the affordability targets or otherwise they are going to stay as a niche item or a pure luxury item.”

Nair didn’t specify what that number was but the figure that probably popped into your head was south of $35,000, which is a fair estimate. Another important number for EVs equates to range and, for the last year, the magic figure has been 300 miles. “We think we have a technology path that will get us a 300 plus miles range and an affordable crossover utility that will be fully competitive,” Nair said.

That would make Ford’s E-CUV exceptionally competitive, since that’s when range anxiety really begins to diminish for most prospective buyers. The Bolt manages a competent 238 miles per charge and the Tesla Model 3 is expected to be in that neighborhood as well. But it’s a neighborhood that will get more progressively crowded in the coming years — which Ford claims is a good thing.

“We always welcome the competition,” Nair said. “There are some aspects of the economics of battery-electric vehicles that are helped by scale. The more penetration we get, all of us are helped by the economies of scale.”

Normalizing EVs will certainly help volume in the long term as the platform gains supporters and the price of batteries starts to fall. However, a swath of proficient rivals won’t be driving up demand for the Ford unless it can best them. Tesla, Volkswagen, and Volvo are all planning on bringing compact electric SUVs to market within a similar timeframe — with the Tesla rumored to start production as early as 2019. Tentatively called the Model Y, its specs are entirely unknown, though it will use different platform than the Model 3 and is therefore likely capable of a longer range.

Nair seems undaunted, pleased that Ford has the opportunity to get in on the action with a strong contender right as the segment shifts out of niche mode. “We are excited about it, and I think it’s going to be hitting that inflection point where we are talking about fully electric vehicles not as a niche, not as a novelty, but as a very legitimate, high-volume opportunity for the industry and for the consumer.”

[Image: Ford Motor Company]

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  • Lorenzo Lorenzo on May 19, 2017

    The sea isn't swallowing Tuvalu - satellites have recorded NO sea level rise since the beginning of the satellite era - 1979. Tuvalu has an erosion problem, much of it due to the wartime construction of an airfield and deepwater port. The first caused damage to the fresh water aquifer and the second caused alteration of wave patterns that reduced sand accumulation on the beaches. Non-existent sea rise had nothing to do with it.

  • Stingray65 Stingray65 on May 19, 2017

    EV range? EV recharge time? EV price? EV infrastructure? All interesting issues where major improvements are being promised, but the most interesting question is who will be the first profitable EV manufacturer without resorting to funny accounting practices or requiring generous EV subsidies to turn red figures into black?

    • Mcs Mcs on May 19, 2017

      I'm not sure, but my guess is that Nissan might be the one to do it. They do seem to know how to cut costs and they sell the Leaf worldwide. I think they have the scale to do it first.

  • ToolGuy Question: F-150 FP700 ( Bronze or Black) supercharger kit is legal in 50 states, while the Mustang supercharger kit is banned in California -- why??
  • ToolGuy Last picture: Labeling the accelerator as "play" and the brake pedal as "pause" might be cute, but it feels wrong. It feels wrong because it is wrong, and it is wrong because Calculus.Sidebar: I have some in-laws who engage the accelerator and brake on a binary on/off all-in basis. So annoying as a passenger.Drive smoothly out there. 🙂
  • Johnny ringo It's an interesting vehicle, I'd like to see VW offer the two row Buzz in the states also.
  • Chuck Norton And guys are having wide spread issues with the 10 speed transmission with the HP numbers out of the factory......
  • Zerofoo "Hyundais just got better and better during the 1990s, though, and memories of those shoddy Excels faded."Never. A friend had an early 90s Hyundai Excel as his college beater. One day he decided that the last tank of gas he bought was worth more than the car. He drove it to empty and then he and his fraternity brothers pushed it into the woods and left it there.