Ford splices auto business into 3 brands

MANILA: Ford has announced its creation of three automotive businesses as part of its Ford+ strategy.

The American carmaker's three global automotive brands will be called Ford Model e, Ford Blue, and Ford Pro. 

The Ford Model e will focus on vehicle software and user experience, electric vehicles for commercial and shared mobility, electric vehicle components, and connected vehicle architecture. 

The Model e is inspired by the success of Ford teams that developed the Ford GT, Mustang Mach-E SUV. F-150 Lightning pickup as well as Ford’s dedicated EV division in China, according to the carmaker's release.  

This EV-focused business will also bring e-commerce and personalized shopping experience to customers. 

Ford Blue will handle the Ford models powered by internal combustion engines (ICE) such as the F-Series, Ranger and Maverick trucks, Bronco and Explorer SUVs, and Mustang. 

It aims to bring ICE-friendly off-road and performance driving, and family activities to customers. 

Cars from this business arm will feature Ford Model e software and will be manufactured in cost-effective and clean processes. 

Finally, Ford Pro will serve commercial and government customers with a range of ICE vehicles and EVs. Here, charging, software, and financing support for Ford and non-Ford products will be provided. 

Ford President and CEO Jim Farley described the Ford+ plan as "the company’s biggest opportunity for growth and value creation since (Ford founder) Henry Ford scaled production of the Model T." 

“We have made tremendous progress in a short period of time. We have launched a series of hit products globally and demand for our new EVs like F-150 Lightning and Mustang Mach-E is off the charts,” Farley said.

“But our ambition with Ford+ is to become a truly great, world-changing company again... creating separate but complementary businesses that give us start-up speed... in Ford Model e together with Ford Blue’s industrial know-how, volume and iconic brands like Bronco, that start-ups can only dream about.”

Ford reiterated its commitment to achieve carbon neutrality by 2050, and to use 100% local, renewable electricity in all of its manufacturing operations by 2035.

Photos from Ford

Also read: 9 reasons the next-gen Ford Ranger will change the pickup truck game yet again