Introducing Team Edison - Ford Inside News Community
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post #1 of 188 (permalink) Old 09-28-2017, 11:28 AM Thread Starter
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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.

Sincerely,

Jim
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post #2 of 188 (permalink) Old 09-28-2017, 11:33 AM
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Re: Introducing Team Edison

Thank you for sharing that with us, Wings.
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post #3 of 188 (permalink) Old 09-28-2017, 11:57 AM Thread Starter
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Re: Introducing Team Edison

A Model E sold under the Team Edison brand, is starting to make a lot of sense.
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post #4 of 188 (permalink) Old 09-28-2017, 12:51 PM
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Re: Introducing Team Edison

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A Model E sold under the Team Edison brand, is starting to make a lot of sense.
I don't think this is a separate brand?
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post #5 of 188 (permalink) Old 09-28-2017, 01:18 PM
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Re: Introducing Team Edison

^ define "brand"

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post #6 of 188 (permalink) Old 09-28-2017, 01:29 PM
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Re: Introducing Team Edison

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^ define "brand"
Any meaning of the word brand. I hightly doubt "Team Edison" will make it anywhere near the vehicle as far as badging or branding goes......it's just a name for the group that will work on developing Ford's EV tech.

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post #7 of 188 (permalink) Old 09-28-2017, 01:59 PM Thread Starter
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Re: Introducing Team Edison

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I don't think this is a separate brand?
Well it’s the group or team of people behind it. But yeah, it would probably have a different name. Assuming new brand as well. I think that would be best anyway.

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post #8 of 188 (permalink) Old 09-28-2017, 03:51 PM
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Re: Introducing Team Edison

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Any meaning of the word brand. I hightly doubt "Team Edison" will make it anywhere near the vehicle as far as badging or branding goes......it's just a name for the group that will work on developing Ford's EV tech.
I just wanted to raise the idea (if not nec. include it) that in some contexts,
things like the "F-Series" or even "EcoBoost" can be called 'brands'

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post #9 of 188 (permalink) Old 09-28-2017, 04:21 PM
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Re: Introducing Team Edison

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Well it’s the group or team of people behind it. But yeah, it would probably have a different name. Assuming new brand as well. I think that would be best anyway.
Curious why you think a new brand would be best? Ford has a history of walking away from product names in the hopes a simple name change will disinfect the brand itself. Unless you believe the Ford brand is tarnished I fail to see how launching an all new brand benefits Ford Motor Company more than moving the Ford brand into the future itself.

As for the "Team Edison" naming, I think it's clearly meant to draw comparison to the competition that existed between Edison and Tesla in their heyday, and point clearly to whom they're in fact focused on! I approve!
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post #10 of 188 (permalink) Old 09-28-2017, 04:28 PM Thread Starter
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Re: Introducing Team Edison

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Curious why you think a new brand would be best? Ford has a history of walking away from product names in the hopes a simple name change will disinfect the brand itself. Unless you believe the Ford brand is tarnished I fail to see how launching an all new brand benefits Ford Motor Company more than moving the Ford brand into the future itself.

As for the "Team Edison" naming, I think it's clearly meant to draw comparison to the competition that existed between Edison and Tesla in their heyday, and point clearly to whom they're in fact focused on! I approve!
Certainly if there is a merger, a new name makes sense. Is that not what they are doing in China? A JV with a Chineese auto company? China is leading the way in EV, already with 40% of the global market of EV sales.

And the reason I think it would make sense even without a JV, is because an EV is so vastly different than today's product, which would work to their advantage in terms of Millennial's and their perception of the brand, as well as Wall Street.

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