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Last week, Ford CEO Jim Farley shared significant insights about the future of the Mustang. A key highlight was his vision of evolving the Mustang into a comprehensive vehicle lineup, a direction that has already begun with the Mustang Mach-E. However, what truly caught my attention was Farley’s unequivocal statement: he declared there will never be a fully electric Mustang. This makes me ponder whether he might need to reconsider this stance in the next decade or so.
“One thing I can promise, however, is that we will never make an all-electric Mustang,” Farley told Autocar. “I look at other users of pure-electric power such as Formula E, and even companies like Rimac, and I just don’t think that would be right for Mustang. Great for other Fords—look at the worldwide success of Transit—but not for Mustang.”
As my colleague Nico and many others have noted, there seems to be a bit of shade thrown at the Mach-E in that statement, whether intentionally or not. It’s both amusing and harsh, but the more significant aspect is why Farley would make such a bold declaration and what he hopes to achieve for Ford’s electric vehicle sales. I suspect this approach might not bolster their efforts.
At best, claiming that an all-electric Mustang will never be produced is a narrow-minded perspective. It is likely that in the future, the majority of vehicles sold will be electric—barring ultra-premium brands like Porsche and Lamborghini that may still utilize synthetic fuels. What was once commonplace may eventually become a luxury, similar to vinyl records and tube televisions. While this shift may not happen by 2030, the timeline of 2040 or 2045 seems plausible. It’s a necessary transition for our planet, and once the appropriate technology and infrastructure are in place, we will undoubtedly embrace it. This view shouldn’t spark controversy.
Yet, consider this: Ford is attempting to sell EVs right now. The company is trying to engage enthusiasts, promoting versions of the Mach-E designed for rally enthusiasts as well as a GT variant that can accelerate from 0 to 60 mph in under four seconds. When Farley states that while other so-called Mustangs can be electric, a real Mustang will not be, he echoes sentiments often expressed in the comments section of nearly every article about the Mach-E for the past four years, and that feedback hasn’t been very supportive of Ford.
For car enthusiasts, the logic is straightforward: if Ford’s CEO, a genuinely passionate racer eager to compete against his peers in their top hypercars, firmly believes electric powertrains don’t belong in the flagship sports car, why would anyone want to buy any electric Ford claiming to deliver performance? Regardless of opinions on EVs, if you’re trying to market exciting products, why would you make such statements?
It’s becoming clear that the Big Three automakers are struggling to promote their EVs—particularly those aimed at enthusiasts—even as they employ various marketing strategies that often miss the mark. For instance, GM President Mark Reuss seems to be taking a stance quite opposed to Farley’s, contemplating an economy-friendly four-door Camaro that’s enjoyable to drive but lacks raw power. That model doesn’t really align with the Camaro’s identity; it evokes memories of a Cobalt SS sedan at best, which likely won’t appeal to the current Camaro customer base.
Conversely, Dodge has taken a very different approach by embracing its iconic nameplates for electric vehicles. While this strategy sounds progressive, departing CEO Tim Kuniskis has recently made headlines by addressing the gas-loving segment of the market while promoting the Charger Daytona as an EV that “they” don’t want the “brotherhood” to have. This raises questions about who “they” are and what grievances exist against the “brotherhood.” It’s a puzzling narrative that seems overly dramatic. I might just opt for a Hyundai instead.
Until there is tangible proof that this public struggle for identity is winning over customers, perhaps the automakers in Detroit should focus on straightforward, traditional approaches? There are many aspects of gasoline vehicles that consumers appreciate, and many aspects of electric vehicles that will also be appealing. Some similarities will exist, while others will differ. Regardless of the details, just innovate and produce vehicles to the best of your abilities, as you always have. That seems like a reasonable and hopeful stance, especially if the strategies rooted in shame or arbitrary constraints regarding EVs don’t yield success.
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