Ford Envisions Near Complete EV Fleet Within Ten Years

Back in the day, Ford had an ad campaign which stated flatly, "Ford has a better idea." For its time the ad did just fine, but that better idea was soon eclipsed by Japanese manufacturers who had the better built cars. Toyota, Honda and Nissan quickly passed Ford in quality as did most any other make whose cars were designed and built in Japan.

Today, Ford is once again building cars that among the highest quality vehicles on the road, at least according to J.D. Power and other consumer sites. This is good news for the people who want to buy American built cars as quality levels have risen accordingly.

Among the technologies Ford will be rolling out over the coming months is EcoBoost, an engine that produces more horsepower while emitting less carbon dioxide. Those engines will be available in most Ford, Mercury and Lincoln vehicles over the next few years, but they aren't the only technology the automaker is banking on.

Beginning next year, Ford expects to roll out its first electric vehicle while at the same time expanding its hybrid (gas-electric) fleet. To that end, Ford Chief Executive Alan Mulally says that within ten years most of the company's fleet will be powered by electric or hybrid vehicles which would help Ford meet stringent federal pollution emission and mileage requirements.

In 2010, a battery powered version of its Ford Transit Connect will hit the market followed by an electric small car in 2011 and a plug-in hybrid in 2012. That last model will be Ford's direct challenge to the Chevrolet Volt, the car GM is placing its money on for many years ahead.

There isn't any guarantee being made by Ford that the automaker will be able to follow its plans precisely. Although Ford hasn't accepted federal bail out help that was given to General Motors and Chrysler, the automaker has a huge amount of debt to renegotiate first. Additionally, if the market continues to remain in its depressed state, Ford's own solvency may soon become an issue.

Ford is also expecting that energy prices will begin to climb, though perhaps not quite to the level they were last summer. With greater pressure on fuel prices, will cash strapped consumers buy these vehicles or simply choose to keep what they have and drive less? This is a gamble that Ford feels it must take, one that could yield big dividends for the company or disaster. by Matthew C. Keegan