Ford Tackling EV Misconceptions with Video Series

can be reached at meehna@gmail.com
can be reached at meehna@gmail.com
Share on facebook
Share on twitter
Share on pocket

There are a lot of companies forging into the battery-electric vehicle (BEV) arena. However, consumers still don’t fully understand the advantages of driving electric. In fact, they hold a lot of misconceptions preventing them from considering purchasing one.

  • After doing a global study, Ford honed in on why people are hesitant about driving all-electric vehicles.
  • Tackling misconceptions such as electric cars need gas to run, can’t handle tough conditions and can’t go fast, it is releasing a series of video to bust those myths.
  • By debuting its first all-electric with a Mustang-inspired SUV, Ford intends to demonstrate the thrill of switching to electric vehicles.

In preparation for the launch of its first all-electric model, a Mustang-inspired SUV, Ford is taking those myths head on with a series of videos to educate customers.

To better understand consumer’s attitudes, Ford conducted a survey of American drivers and those around the world. While the majority expect electric vehicles to become the new norm, they aren’t confident this new breed can compete in the same class as their gas-fueled counterparts.

Consumer misconceptions

One of the big issues for consumers is trust. A mere 19 percent of Americans have confidence in the performance of an all-electric vehicle in bad weather and only 28 percent would choose it over a gas engine to travel in an emergency.

Another roadblock revolves around performance. Only 18 percent think an electric car can go faster than a gas-powered one. For those in doubt, the Volkswagen ID.R just blazed into the record books at Goodwood — besting the time set by a gasoline-powered supercar that held for 20 years. And, when it comes to towing capability, the numbers plummet further. Just 13 percent would pick an electric vehicle for the job.

Think an all-electric vehicle can’t take on harsh conditions with grace and style? Ford proves it can. (Video: YouTube)

In an article on Medium, Ted Cannis, the Global Director of Electrification for Ford Motor Company, explains how Ford intends to help smooth the transition to electrics by closing the “perception gap.” The best-selling vehicle in America, the Ford F-150, has the well-deserved reputation as a capable workhorse. So, how could an electric version ever compare?  Ford demonstrated the all-electric F-150 prototype towing more than 1 million pounds.

How fast can electrics accelerate?

Cannis points out that customers also have the misperception that they have to sacrifice acceleration with an electric motor. The Tesla Model S would beg to differ. Ranked the third-fastest accelerating production car in the world, it pulls off the line ahead of the Lamborghini Aventador and the Bugatti Veyron.

Lack of understanding comes down to such basics as 42 percent of Americans thinking electric vehicles need gas to run. After meeting with many electric vehicle owners all over the world, including California, China and Germany, Cannis learned most charge at home and recharge at work. No need to even go in search of a charging station.

Remember those skeptics who don’t believe an electric vehicle can tackle the elements? Cannis counters that Norway, with a punishing climate that can drop to -42 Fahrenheit in winter, is the top market for electric vehicles in Europe.

Ford engineers give a peek into the 3D simulator where they burn rubber around a virtual track. (Video: YouTube)

Cannis is aware Ford has competition from a record number of all-electric vehicles coming to market in the next few years.

“Given that environment, only a few OEMs are going to leverage the unique capabilities of BEVs, performance, capability and efficiency and to provide seamless customer charging solutions,” he said. “Ford will be one of those companies.  We’re starting with our Mustang-inspired SUV which will arrive next year – and it’s going to be awesome!”

Ford injecting excitement in BEVs

At Ford, the goal isn’t just to build stodgy electric vehicles that get you from point A to B. It’s designing to put a thrill into the ride. In fact, Ford engineers use a 3D simulator to test and tune electric cars—the same used to soup up its Performance vehicles.

From safety and reliability to performance and durability, Ford wants  people know that when they drive a BEV from its company, there won’t be any compromises. To learn more, head on over to Ford’s dedicated site for all-electric vehicles. Be sure to check out the nifty utility tool to calculate how far a charge will take you and where to power up along the way.

WHY THIS MATTERS

People don’t really understand the capabilities and advantages of all-electric vehicles – beyond being a better choice for the environment. In order to facilitate their adoption, customers must be educated. Ford has taken on the challenge with its video series. And, by debuting an electric SUV inspired by its iconic Mustang, Ford intends to show people that electrics are exciting to drive—especially ones built by their company.


About the Author

can be reached at meehna@gmail.com
Close Menu