Has Rival Ford's EV Strategy Failed? (Analysis by Jim's EV Adventures)

[TPL]

I agree that Ford's execution is mostly to blame, but not entirely. The elimination of the tax credit wasn't their fault, and the aluminum supplier problems weren't either. It *was* their fault that they chose to spend their remaining aluminum on gas F-150s, which are more profitable than the Lightning.

Toyota's EV sales went up because they fixed the major problems with their EV and added two more (depending how you count). The bz is now to two-row SUVs what the Lightning was to pickup trucks: maybe not best in class, but best at some things. Someone cross-shopping the bz and mach-e doesn't have a super difficult decision to make.

The new Ford platform that will supposedly allow them to have a bunch of medium-sized EVs that are actually affordable to build and sell could turn this all around. We'll see.

 

[danielt1263]

One thing I think he got wrong. He said that Fathom will have "bidirectional charging standard". From what I've read, the truck is bidirectional capable (much like it BlueCruse capable). That tells me that bidirectional charging (whatever that is [V2L, V2H, V2G?]) will be part of a package, and not on the base model.

 

[AZFox]

One thing I think he got wrong. He said that Fathom will have "bidirectional charging standard". From what I've read, the truck is bidirectional capable (much like it BlueCruse capable). That tells me that bidirectional charging (whatever that is [V2L, V2H, V2G?]) will be part of a package, and not on the base model.

I've previously written in a thread about subscriptions

The agent who wrote "We wanted your vehicle to not only be something you can DIY and have fun working on, but fully own!" understands why It's unacceptable to buy a vehicle with paywalled built-in features.​

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Consumers are catching on.​

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Subscription Fatigue is a thing.​

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Full ownership FTW.​

When I saw that a Slate Agent had written that I was relieved! It sounds like Slate Auto actually considers Full Ownership a thing.

It's pretty obvious Ford has some different ideas, and will consider the 6-Foot-UnderWater, at least to some extent, a pay-to-play Monetization Opportunity Platform.

 

[whasupjohn]

The thing I find most disturbing about any brand that’s previously tried EV trucks is that they over promise and under deliver. The government wanted to help the car companies and created a tax rebate, but still they could not make any money on the platforms they chose to create (so they say). I’m trusting Slate to do one thing and do it right, if they fuck up and make it right, all good with me. A lot of brands have lost credibility because of their inability to adapt.

 

[19SL80s]

Jim's EV Adventures (15K subscribers) has commentary worth considering about how Ford EV sales are down, but Toyota and Subaru EV sales are up.

Jim believes Ford's EV sales slump doesn't mean people don't want EVs, rather it tells us that people don't want the EVs Ford is offering.

The bottom line is EVs aren't stalling, they're sorting.​

​

The companies that price right and build what buyers ask for are climbing, one [Toyota] by improving a single car, another [Subary] by giving you three ways to say yes.​

​

The ones that don't are falling off a cliff and getting blamed on a technology that three miles away at a Toyota or Subaru dealer is having its best EV year yet.​

Although it's not the main point of his video, he does compare the Fantom and Slate in an interesting way, including this analogy:

Comparing it to the slate right now is like comparing a house that you toured to a house that's still just a blueprint on the builder's desk.​

Three Titans, One Truth — Has Ford's EV Strategy Failed?!



Summary (via AI)

In this video, Jim's EV Adventures addresses claims that the electric vehicle market is collapsing, using recent sales data from Ford, Toyota, and Subaru to demonstrate that execution—not EV technology—is driving performance differences.

Key Takeaways

• Ford's EV Sales Decline [00:48]: Ford's EV sales fell sharply in the first half of 2026 to 16,666 units across its entire lineup (down from 84,112 total units in 2025), with Mustang Mach-E sales down over 50%. The F-150 Lightning was also discontinued despite previously being the top-selling electric truck [01:21].
• Toyota & Subaru Growth [01:48]: Contrastingly, Toyota's BZ line sold 17,553 units in the first half of 2026 alone, surpassing its entire 2025 total of 15,690 units. Subaru matched its entire 2025 volume in six months by expanding its lineup across three models: Solterra, Trail Seeker, and Uncharted [02:22].
• Execution vs. Technology [04:16]: The host attributes Ford's struggles to high pricing, reluctant dealer networks, fewer incentives, and a stalled product cycle—whereas competitors listened to buyers, improved vehicle flaws, and expanded model choices.
• Ford Fathom vs. Reality [06:39]: While Ford recently announced the $28,350 Ford Fathom with bidirectional charging, the host cautions that it remains a "press release" on paper with pre-orders not opening until early 2027 and deliveries likely in late 2027 or 2028.
• Core Conclusion [09:01]: The overall EV market isn't stalling; it is sorting itself out. Brands offering competitive pricing, trusted branding, and clear consumer choices are seeing record sales, while those failing on execution drop off.

You can add Rivian to the soaring category. They previously only made luxury adventure EVs, like the R1T Truck and the R1S 3-row SUV, starting in the high $70K’s, but now that they’ve come out with the R2 mid-size SUV starting at $45K they’ve upped their sales target for 2026.

Of course they’re releasing the most expensive Performance variant first with a generous launch package, including Autonomy+, a tow package, etc. for about $58K, but the $54K Premium model releases at the end of 2026 and a $48.5K and $45K model are still on schedule for the Spring and Summer of 2027. Still too expensive for me, but not that far off from the average vehicle purchase in the US ($49K) and in a form factor US buyers tend to favor, a boxy SUV.

People wonder why EVs are selling so well in Europe and the UK, but not the US. The answer is simple, they’re actually being given choices at various price points and form factors. They’re also not afraid of Chinese EVs and just put caps on how many can be sold per year. Many domestic EVs are selling well too, like France’s Renault brand and of course Germany’s VW, because they are making affordable models.

 

[Moe]

Most probably know this but I’ll say it anyway. Subaru isn’t unique in expanding the Toyota built Solterra to 3 EVs. Toyota did as well with the bZ. Their ICE C-HR became a BEV C-HR and they build a version of it as the Subaru Uncharted. These are a shortened bZ/Solterra that sacrifices rear seat legroom for cargo space. Subaru now builds the Trailseeker as well as a version for Toyota named the bZ Woodland. These are a bZ/Solterra station wagon with the same wheelbase and an additional 6” behind the tear seat/axle. Along with the new Lexus. RZ (a bZ) that’s 7 new Toyobaru vehicles that are essentially the same vehicle in different lengths. All are experiencing 12V battery drainage due to some vehicles’ Digital Communications Module excessively communicating with the mothership. All have an H5 size battery tray and hold down but all except the RZ are equipped with a smaller H4 from the factory.

And it isn’t just a reshuffling of EV sales. In the first half of this year, they are down almost 24%, and may drop below one million in 2026. That was a milestone they passed in 2023. Cox Automotive has found gas prices are driving buyers to more familiar non-plug-in hybrids, not BEVs.

 

[Moe]

You can add Rivian to the soaring category. They previously only made luxury adventure EVs, like the R1T Truck and the R1S 3-row SUV, starting in the high $70K’s, but now that they’ve come out with the R2 mid-size SUV starting at $45K they’ve upped their sales target for 2026.

Rivian’s growth this first half (13.7%) is attributable to the Electric Delivery Van (EDV) which is up 73..0%. They now sell 2 versions to other than Amazon. The R1S is up 1.5% while the R1T sank 17.3% (down 30% in Q2). The R2 will certainly help.

 

[dmon4u]

I understand Used EV prices are going up. I think it is around 8 to 10% so far this year.

 

[MIDgrid]

Toyota's EV sales went up because they fixed the major problems with their EV and added two more (depending how you count). The bz is now to two-row SUVs what the Lightning was to pickup trucks: maybe not best in class, but best at some things. Someone cross-shopping the bz and mach-e doesn't have a super difficult decision to make.

Recently did that same cross-shopping for an AWD EV SUV with native NACS level 2 charging (for future Slate compatibility), reasonably high profile tires (no 20" wheels) for local pothole compatibility, heated front seats and steering wheel (spouse compatibility), rear cargo size fit for our large "Costco trip" cooler, and some brand-related down selects for personal preferences. Ended up with the bZ at $35k after discounts, before tax, etc. Happy with the choice.

 

[Nojoe]

Jim's EV Adventures (15K subscribers) has commentary worth considering about how Ford EV sales are down, but Toyota and Subaru EV sales are up.

Jim believes Ford's EV sales slump doesn't mean people don't want EVs, rather it tells us that people don't want the EVs Ford is offering.

The bottom line is EVs aren't stalling, they're sorting.​

​

The companies that price right and build what buyers ask for are climbing, one [Toyota] by improving a single car, another [Subary] by giving you three ways to say yes.​

​

The ones that don't are falling off a cliff and getting blamed on a technology that three miles away at a Toyota or Subaru dealer is having its best EV year yet.​

Although it's not the main point of his video, he does compare the Fantom and Slate in an interesting way, including this analogy:

Comparing it to the slate right now is like comparing a house that you toured to a house that's still just a blueprint on the builder's desk.​

Three Titans, One Truth — Has Ford's EV Strategy Failed?!



Summary (via AI)

In this video, Jim's EV Adventures addresses claims that the electric vehicle market is collapsing, using recent sales data from Ford, Toyota, and Subaru to demonstrate that execution—not EV technology—is driving performance differences.

Key Takeaways

• Ford's EV Sales Decline [00:48]: Ford's EV sales fell sharply in the first half of 2026 to 16,666 units across its entire lineup (down from 84,112 total units in 2025), with Mustang Mach-E sales down over 50%. The F-150 Lightning was also discontinued despite previously being the top-selling electric truck [01:21].
• Toyota & Subaru Growth [01:48]: Contrastingly, Toyota's BZ line sold 17,553 units in the first half of 2026 alone, surpassing its entire 2025 total of 15,690 units. Subaru matched its entire 2025 volume in six months by expanding its lineup across three models: Solterra, Trail Seeker, and Uncharted [02:22].
• Execution vs. Technology [04:16]: The host attributes Ford's struggles to high pricing, reluctant dealer networks, fewer incentives, and a stalled product cycle—whereas competitors listened to buyers, improved vehicle flaws, and expanded model choices.
• Ford Fathom vs. Reality [06:39]: While Ford recently announced the $28,350 Ford Fathom with bidirectional charging, the host cautions that it remains a "press release" on paper with pre-orders not opening until early 2027 and deliveries likely in late 2027 or 2028.
• Core Conclusion [09:01]: The overall EV market isn't stalling; it is sorting itself out. Brands offering competitive pricing, trusted branding, and clear consumer choices are seeing record sales, while those failing on execution drop off.

Yet somehow Toyota has the ability to build something like this..https://youtu.be/QQ97R1nhq4M?is=WyvYGCwcT_Cq_IJz

 

[Moe]

Yet somehow Toyota has the ability to build something like this..