Ford stopped production on the F-150 Lightning for a battery problem.
Caldwell said that with massive recall campaigns in recent years like the Takata airbag scandal or General Motors’ ignition switch fiasco, consumers get so bombarded with vehicle announcements that they tune them out like “white noise.” Still, none of Ford’s quality issues help it convince consumers that it can pull off a shift to new technology like EVs., that won’t last forever, and Ford won’t get the same treatment.
“These EVs will be fully software-updatable,” he said. “That means a brand-new electric architecture, and they’re going to be radically simplified. Imagine three body styles, each with a volume potential of up to 1 million units and just a handful of orderable combinations. That’s what we’re doing at Ford for the second generation of products.”
Ford officials say they’ve done a lot to take the quality issue seriously. Farley, who took the CEO job in 2020, last year appointed former J.D. Power executive and engineer Josh Halliburton to be its quality czar. Halliburton told thelast year that Ford has started monitoring assembly lines via cameras to catch problems, is more actively watching social media to catch consumer complaints, and has acted to empower workers to more proactively say something if they notice problems.
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