After five years at Tesla, Doug Field joined Apple in 2018 to lead Project Titan, the company's autonomous vehicle project. However, the project ultimately failed to produce a commercially viable vehicle. Field then moved to Ford in September 2021 to oversee the company's electric vehicle program and transform it into a software-driven automaker. This ambitious goal has proven to be a costly endeavor for Ford, with billions of dollars in EV investments being written off and the F-150 Lightning electric truck being pulled from the market.
The pullback on EV investments and the cancellation of the F-150 Lightning have left Ford's electric vehicle program in critical condition. Despite its initial promise, the company has struggled to gain traction in the US and globally. Its minimal EV sales are a stark contrast to competitors who have achieved significant success with their electric offerings.
The departure of Doug Field, the head of Ford's electric vehicle program, is a significant blow to the company's efforts. Field was a key leader in the development of the Universal Electric Vehicle (UEV) platform, but its launch has been delayed and it remains unclear whether the project will ever come to fruition.
Alan Clarke, a former Tesla executive, has taken over as vice president of Advanced Development Projects and is leading the skunkworks program that led to the UEV platform. While Clarke's experience at Tesla may be an asset, it remains to be seen how he will guide Ford's efforts in this area.
The departure of Doug Field raises questions about whether Ford was a good fit for him or if he was a poor fit for the company. One thing is certain, however, that Ford's electric vehicle program is facing significant challenges and its future is uncertain.
Field's time at Tesla was marked by success, particularly during the ramp-up of Model 3 production. His departure from Apple in 2018 was also notable, as it followed a costly and ultimately unsuccessful autonomous vehicle project. It remains to be seen how Field will fare in his next endeavor.
The cancellation of the F-150 Lightning has been a significant blow to Ford's electric truck offerings. The company had high hopes for this model, but its failure to gain traction in the market has left it with minimal sales. This is a stark contrast to competitors like Tesla and Rivian who have achieved significant success with their electric trucks.
The departure of Doug Field marks a significant turning point for Ford's electric vehicle program. The company must now navigate the challenges ahead without one of its key leaders. Will they be able to regain traction in the market, or will they continue to struggle?
As the industry continues to evolve, it is clear that Ford's electric vehicle program is facing significant challenges. The departure of Doug Field raises questions about the company's future and whether it has a promising program underway or if it is still in its early stages.
Ford's electric dreams have been shattered, at least for now. The company must now regroup and reassess its strategy for electric vehicles. Will they be able to regain momentum, or will they continue to struggle in this highly competitive market?
