Farley, in this regard, has declared that he is particularly against advertising, emphasizing the fact that sales and bookings for the F-150 Lightning and Mustang Mach-E went smoothly even with a more than limited advertising investment, thus making use mainly of social networks and word of mouth. "Our model is messed up," Farley said. "We spend $ 600 or $ 700 on the vehicle to promote it and we don't spend on the customer experience." To remedy this inconvenience, the company will focus more on providing customers with a good experience by helping them through software updates, providing free details and offering other services.
The success of the whole strategy will however also be linked to the price of electric cars, in particular their batteries, and to the presence of a more than varied range capable of satisfying the needs of all buyers. Despite the intentions of the market, Farley will also remain in the market with combustion solutions to ensure that it can continue to serve a customer base that generates huge profits for now. For this reason, the US brand is reviewing almost every aspect of its business by restructuring the organization chart of the company, dividing it into three units: Ford Pro for commercial customers, Ford Blue for gasoline trucks and SUVs, and Ford Model E for vehicles. electrical.