The GMC Hummer EV is a hugely impressive vehicle for General Motors, and will serve as an impressive flagship for the brand. But make no mistake, it’s pure unobtainium for most buyers, with Edition 1 models starting at $112,000. Four years down the line, a base model will join the lineup, the Hummer EV2, but even this model will be out of reach for most buyers at $79,000. That’s where the electric Ford F-150 will step in. According to an interview with Ford’s new CEO, Jim Farley, Wards Auto reports Ford isn’t interested in chasing the Hummer EV’s lofty price bracket with any of their vehicles.
Farley tells the magazine that the company is “not going after the $100,000-plus market,” and that these upcoming EVs will be “affordable vehicles.” While the Hummer EV and electric F-150 may seem similar at first, Ford is targeting a completely different buyer. In fact, he said all of Ford’s electric cars will fall somewhere between $20,000 and $70,000.
This could indicate a fully priced F-150 EV could undercut a base Hummer EV in price. It also show’s Ford intends to make the electric truck more of a powertrain alternative than a standalone product. As the expected design shows, the electric pickup will be closely related to the internal combustion truck in terms of design, chassis and capability. Now we can add price to the list.
Farley also told Wards Auto that the lineup will launch with the electric Ford F-150 and Mustang Mach-E, but will eventually include CUVs and CVs. With CV referring to compact vehicle, this hints at Ford reversing its decision to eliminate traditional cars from the lineup to focus solely on crossovers and SUVs.
Most automakers have failed to make a truly affordable electric vehicle, and let alone one that real people would actually enjoy owning. We’re looking at you, Mitsubishi I-Miev, and you weren’t even that cheap. With this announcement, it looks like Ford can deliver on this difficult target. For people living in cities with access to charging that don’t travel long distances, a small and affordable electric car (not crossover or SUV) is an attractive proposition that Ford looks to exploit.