Ford's Big EV Wake-Up Call: Pricey Rides Just Aren't Selling

Ford's top boss dropped the truth bomb this week, shaking up the whole car world just as electric dreams hit a speed bump. It all came out on September 30, 2025, at Ford's Pro Accelerate event in Detroit, Michigan. CEO Jim Farley, the guy steering the company through this green shift, sat down with Bloomberg's David Westin. He laid it plain: American buyers love the idea of EVs quick acceleration, zero tailpipe fumes, no more sticky gas station stops. But at that price? No thanks. Farley figured Ford had misread the room big time, investing heavily in premium models like the F-150 Lightning, which can top ninety thousand dollars when fully loaded.

Look closer, and it's more than just the initial price surprise. The federal tax break up to seven thousand five hundred dollars off a new EV vanished after September 30, thanks to the new One Big Beautiful Bill Act under President Trump. That perk had juiced sales to about twelve percent of the market this month. Now? Farley forecasts a drop to five percent, maybe less. It's a gut punch for Detroit, where factories retooled for batteries now face idle lines. And globally, cheap rivals like China's BYD are flooding roads with affordable options, forcing Ford to hustle.

Farley didn't stop at the bad news. He's pivoting smart, pouring two billion dollars into a Kentucky plant for a thirty-thousand-dollar electric midsize pickup by 2027. Built on a fresh platform, it could even mix in hybrid tricks for folks who want electric perks without going all-in. He suggests that hybrids could be the main attraction here, blending gas reliability with battery boosts.

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