By Excelling, you mean its coming at one heck of a premium and excluding a huge portion of he market.
What Ford is looking for is more maturity with battery tech that delivers power and range at more affordable prices.
Tesla S is a wonderful vehicle but it will never see enough sales traction to fully fund it next product cycle,
if Ford were to chase those sorts of rainbows and unicorns, well it would be just a waste of time and effort repeating the inefficiencies of Tesla. That vehicle and battery tech that Ford seeks is in that lovely niche thay's just above $40K through to $60K, get product in that area and the world is your oyster.
The power and range is already here for the competition, it just takes 'volume' to bring down the unit price. Which is why the Model 3 starts at $35k today, but at 10k weekly production by 2019 it drops to $28, which should put a dual mode performance model at about $40k. And it is in chasing those rainbows and unicorn that is the power behind all innovation and advancements across industries. No one innovates at a profit.....it is an investment in future profitability. Tesla has just expanded that envelope more than any other automaker dared to do, and a few now trying to catch up, and others like Ford timidly waiting for their safety net, after others have led the way. But this is consistent for Ford, who is more comfortable in the midrange with innovation, not on the leading edge, but trying not to get left too far behind. Unfortunately for Ford, the auto industry is blending with the fast paced technology industry, where you are either one of the leaders or you fade away.
I know, Ford has to play it safe because they mad bad and slow decisions and now don't have the cash to fund the EV push without dropping out of the car market for several years, unable to fund a generation of cars. Everyone knows that story. But it is also necessary to understand that every action moving forward is hinged on that failure. So no, battery tech is not to immature, it's just Ford's version of the battery tech that is still too immature. And Ford has waited too long to move forward with EV technology banking on hybrids instead, trying to hold on to combustion engine profits as long as possible, While making a last ditch effort at more SUVs right as gas prices begin to spike long term globally, sending more consumers toward EVs.
As a combustion engine company, Ford does have a disadvantage compared with a new EV company. Which is why it would have been better if Ford would have launched a separate EV only company, instead all the 'mobility' distractions, ramped up technology, platforms, products, charging infrastructure and production so they are prepared to compete directly with the EV competition globally, while transitioning their ICE business products as the market dictates over time. Because every year that Ford does not have production EVs out on the road in customer hands, driving them, the further Ford gets behind with the technology, market/investor perception and penetration. Dropping out of the EV business for 2 years will hurt, and again give Ford another hill to climb, just like dropping out of the small pick-up market and having to re-enter. But this time they won't have an established model to use to re-enter the market, and just using names from old ICE models won't get them there.