Introducing Team Edison
Since becoming CEO four months ago, Iíve often been asked about our vision for electrified vehicles.
As we move into a future of smart vehicles in a smart world, a large piece of that strategy will be the electrification of our products. Global trends are demanding this, and it also aligns with our company goals.
Earlier this year, we laid out plans to invest $4.5 billion by 2020 in electrified vehicles. Today, Iím pleased to announce we are taking an important step toward advancing our winning plan through the creation of a new, dedicated global electric vehicle organization called ďTeam Edison.Ē The name of course harkens back to Thomas Edison, who collaborated with Henry Ford on some of the first electric vehicle concepts more than a century ago.
Team Edison will be led by Ted Cannis under the direction of Sherif Marakby, Fordís vice president of electrified and autonomous vehicles. Darren Palmer will lead EV product development, and Mark Kaufmann will head up marketing. Team Edison will focus on BEVs and will include members from other functions in the company.. Bill Ford and I have challenged Team Edison to think big and move fast to deliver vehicles and experiences that are uniquely Ford and human centric in the design.
At Ford, our strategic approach is to leverage our unique product strengths and acute understanding of our customers to design vehicles they love and help make their lives better. This vision encompasses the full spectrum of electrified vehicles -- hybrids, plug-in hybrids and pure battery-electric vehicles.
While hybrids are becoming more commonplace, we believe pure battery electric vehicle will have the greatest impact on our industry and our world. This will open the door to new ways of thinking from vehicle design and assembly, to customer services to software. We must imagine new possibilities of where to play and how to win.
With lower operating costs and compelling attributes, electric vehicles will fit perfectly with many peopleís lifestyles. Battery range and charging speeds have progressed and will continue to improve. Itís imperative we take advantage of this moment in time to expand our portfolio.
The team includes talent from all disciplines working to deliver strategies and plans for the present as well as the near and far-reaching future:
Team Edison will focus primarily on:
∑ Rapidly designing and implementing new holistic, customer-focused BEVs, services and ownership experiences
∑ Improving revenue through choices of nameplates and thorough understanding of customer trends and segmentation by market
∑ Providing unique battery electric vehicle features and services, including over-the-air upgrades, charging, and customer experiences
∑ Reducing cost through a focused strategy and new business models, scale, commonality of systems and partnerships.
I know I can count on all of you to give Team Edison your full support as we move into the future with new purpose and ambition.
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