Ford’s Global Director of Electrification Mark Kaufman recently presented a CIECAST webinar, “BEV Adoption Will Increase as Barriers Come Down,” sponsored by CIECA (Collision Industry Electronic Commerce Association.)
In a one-hour presentation, Kaufman discussed the expected timeline for the increased use of BEVs---Battery Electric Vehicles---and Ford’s approach to electrification, as well as how the Ford Certified Collision Network will be prepared to perform collision repair on EVs.
Kaufman currently leads the company’s overarching strategy for electrified vehicles and heads Ford Team Edison, the company’s dedicated global cross-functional battery electric vehicle team. In this role, Kaufman is responsible for leading dozens of teams around the world, all working together to bring electric vehicles, technology and services to market.
At the outset of his presentation, Kaufman gave an industry update packed with positive news.
“The EV market is very much at a tipping point even though it currently only makes up 1.5% of the car market,” he said. “But the future looks bright and there are several reasons why. First, EV prices are going down because more batteries are being manufactured and sold. The second reason is more variety and a growing inventory within different categories of EVs that will soon be hitting the market.
“When it comes to charging infrastructure, the industry is generally staying ahead of demand, but there is still some range anxiety out there among customers,” he said. “But, when people see the charging infrastructure growing and learn more about the technology, customers will be encouraged and feel more comfortable with BEVs.”
Carmakers all over the planet are ramping up production, which will lead to more than 100 products for people to choose from in the U.S. by 2025, making up 8.5% of the market. Europe (150 products, 14%) and China (350 products, 15%) are jumping in the BEV market even more aggressively.
Several years ago, Ford assembled an all-star team of top minds to create a strategy and more strongly pursue this segment. Recently, the company announced...