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Discussion Starter #1
Since becoming CEO four months ago, I’ve 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, I’m 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 “Team Edison.” 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, Ford’s 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 people’s lifestyles. Battery range and charging speeds have progressed and will continue to improve. It’s 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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^ define "brand"
:nerd:
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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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'
:joyous:
 

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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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Discussion Starter #10
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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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.
Because it's required there?

I just don't understand why some thing a new brand is necessary. So in a few years if electric becomes the standard powertrain for everything, now what? You have to continue to develop a 3rd brand that will now be the same as the regular brands? So you'd have Mercury all over again?
 

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Because it's required there?

I just don't understand why some thing a new brand is necessary. So in a few years if electric becomes the standard powertrain for everything, now what? You have to continue to develop a 3rd brand that will now be the same as the regular brands? So you'd have Mercury all over again?
And then do you let the Ford and Lincoln brands wither away? Is there another major manufacturer that is developing their EV portfolio as an outside brand? BMW has their i brand, but it's nothing more than a BMW sub brand as opposed to Mini which is an actual outside brand.
 

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And then do you let the Ford and Lincoln brands wither away? Is there another major manufacturer that is developing their EV portfolio as an outside brand? BMW has their i brand, but it's nothing more than a BMW sub brand as opposed to Mini which is an actual outside brand.
Exactly.

And I'm sure once electrification spreads throughout the lineup, the i sub-brand will be come redundant and fade away.
 

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^ yup :thumb:
...So you'd have Mercury all over again?
:clap: >:) :clap: :surprise2: :clap: :nerd: :clap: :angel :clap:

**IF** they had moved a little quicker ...& I take responsibility... with Mission2020
things have (started) progressed/(ing) even faster than I expected
so
the Team-&or-Model-Edison will never be a badge on a vehicle;
just talked about a Whole LOT (WITH PIX!!)
(tho maybe they could cut the "B" off "EB" at first or once in a while?)




btw
seems FiN is ONLY site on the web with this story


...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!
:thumb: in the certain sense, me too
 

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Discussion Starter #15
If BMW can have I, which is in fact a brand, then why not E for Ford. Also a brand. Heck, Black Label is a brand of sorts, so I don't see an issue with it in the slightest, only opportunities to differentiate something that is so fundamentaly different from ICE products. And plenty can change between now and lets say 200 years from now, when ICE no longer exists. Certainly far longer than "a few years" from now anyway.

So then, how does that implicate Lincoln you are probably wondering.

Glad you asked.

I believe that slapping a different badge with highly differentiated sheet metal on both a Ford and Lincoln, is not going to work any longer for EV. Certainly not in the eyes of Wall Street. Something far more unique and revolutionary than that needs to happen. I am not sure yet just what, but if they continue to do what they have done in the past, again and again, then shame on us for anticipating radical change. It will be business as usual. Even if it surpasses everyone in range, which means little in the big picture.

Anyway, I of course could be way off and things will be like they always have been, albeit with more electric motors. But I am having a hard time accepting that as a viable solution in the long term.
 

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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!
Ford family shareholders aren't going to allow any new brand take the lead, period. This has to be an internal development code. The words "Skunk Works" never showed up on any Lockheed aircraft.

Edison vs. Tesla; PRICELESS!
 

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Discussion Starter #17
Edison vs. Tesla; PRICELESS!
Please, please tell me you are not suggesting Edison is less in some way than Tesla.

Edison was a prolific inventor and possibly the biggest change agent in modern history with 1100 patents. He invented things that never existed which most have profoundly impacted modern living.

Tesla made a more efficient electric motor using inductance. He did not even invent the motor,
Hardly in the same freaking universe.
 

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Please, please tell me you are not suggesting Edison is less in some way than Tesla.
???


Not at all. Just saying that the moniker was Hackett's (representing Ford the automaker) way of punching back at Tesla (the automaker).

Edison was a prolific inventor and possibly the biggest change agent in modern history with 1100 patents. He invented things that never existed which most have profoundly impacted modern living.

Tesla made a more efficient electric motor using inductance. He did not even invent the motor,
Hardly in the same freaking universe.
I know that back in the day Nikola Tesla was competing for mindshare with Thomas Edison. Before he went off the deep end with his Tesla Coil, Nikola licensed alternating current (AC) electricity distribution system to Westinghouse which beat out Edison's direct current (DC) system. So don't be so quick to relegate Tesla to the dustbin of history. Sure, Edison won the mindshare battle just as GE eventually outclassed Westinghouse; I get it.

Anyhow, Musk decided to call his company Tesla not Edison. So Ford ...

Hey Wings, we have different opinions on a lot of things vis-a-vis Lincoln but you don't have to fight me about everything.
 

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A Model E sold under the Team Edison brand, is starting to make a lot of sense.
Unfortunately, Ford offering a Model E when the current global EV leader/Tesla have the Model (letter) naming convention creates a marketing conflict. This could be like Burger King offering McFries when McDonald's owns the Mc(product) product naming identity. It would also always be perceived as a tacky rip-off. Ford is better than that.
 
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