In a panel discussion at the Electrify Expo Industry Day in Austin, TX, Ford Motor Company’s Chief Futurist, Jennifer Brace, along with Ford EV customers, discussed the evolving landscape of customer experience and product development in the automotive industry. The panel was moderated by Kristin Shaw, an Automotive Journalist at US News & World Report.
Jennifer Brace’s Futuristic Insights: Navigating Change, Joy in the Present, and the Role of Cars
Jennifer Brace, as Ford’s Chief Futurist, provided insights into her role, explaining how Ford helps people prepare for the future by tracking developments in the Steep categories: Social, Technological, Economic, Environmental, and Political. Notably, she highlighted that their focus extends beyond the automotive realm to understand the broader external environment in which Ford operates. Jennifer emphasized the need for automotive companies to be better prepared for an uncertain future.
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In response to a question from Kristin, Jennifer shared some key findings from their research as a Futurist. She mentioned that they conduct a global survey annually to gauge consumer sentiment. One significant finding was that, “68% of people are feeling overwhelmed by the changes that they see taking place in the world,” Jennifer mentions, reflecting the challenges posed by the evolving landscape.
However, people are also seeking opportunities to find joy and are not deferring their desires for an uncertain future. This perspective encourages individuals to, “not put off the things that they want today for a future that feels uncertain and treat yourself when you can,” which Jennifer likened to a “carpe diem” perspective of living in the moment.
Additionally, Jennifer noted that, “86% of people globally said that they found joy in their cars,” providing a bright spot amid the overall gloomy global outlook.
Ford EV Customers in the Spotlight: Erica’s Journey from Speed Enthusiast to Electric Car Advocate
Kristin dives into the customer perspective, particularly focusing on Erica, an owner of a Ford Mustang Mach-E. The discussion provides valuable insights into Erica’s decision to purchase an EV, her early adopter experience, and the reactions of her neighbors to her impressive car.
Erica, a Ford Mustang Mach-E owner, shares her perspective on why she chose the vehicle and her experience as an early adopter. “I got behind the wheel I was like ‘wow this is such an impressive car’,” Erica mentions. “I come from a family of racers so I’m very used to being behind the wheel of a car that has a lot of speed and a lot of power.”
Erica highlights that her background in racing and her need for a family-friendly car that fits her lifestyle played a significant role in her decision to purchase the Ford Mustang Mach-E. She values the combination of electric power, safety, and performance. Erica explains that her Mach-E is her first EV experience and expresses her satisfaction with the vehicle, stating that she wouldn’t consider going back to a gas car due to her positive experience. “I don’t think I would own a gas car after this just because this experience has been so positive.” She also praises Ford for being responsive to consumer feedback and addressing issues promptly, “I think Ford’s been so receptive to the consumers.”
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Kristin inquires about the reactions of Erica’s neighbors when they see her driving the Ford Mustang Mach-E, and Erica shares her experiences of how her neighbors and strangers react to her Mustang Mach-E. “Usually, the first thing they want to know is ‘can I sit in it?’ Erica laughs. “I pulled up in this, my neighbors immediately came out and one neighbor asked if his teenage son could take it for a drive.” Every time she drives it anywhere, people want to look at the car.
Erica emphasizes that her Mustang Mach-E attracts attention everywhere she goes, especially from those who are not familiar with the vehicle, showcasing the novelty and intrigue surrounding electric vehicles like the Mustang Mach-E.
Insights from a Ford EV Customer: Matt’s Journey with the Ford F-150 Lightning
Kristin continues her discussion with Matt, an owner of a 2023 Ford F-150 Lightning, to dive deeper into his experiences as an EV owner and as an early adopter. They explore Matt’s interactions with his neighbors, his reasons for choosing the Ford F-150 Lightning, and the versatile applications of his EV in both personal and professional contexts.
Matt highlights that neighbors frequently inquire about essential aspects of his EV, including range, usage patterns, ownership experiences, and the motivations behind his decision to purchase the Ford F-150 Lightning. He also shares an interesting anecdote about a neighbor who recently acquired an electric Hyundai IONIQ 5 and sought Matt’s guidance to better understand EV ownership.
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“I use it for literally everything. It is our family vehicle,” Matt mentions. “I’ve got a four-month-old baby, I’ve got a seven-year-old son, I am a custom home builder and a realtor, it does literally everything we need it to do.”
Matt emphasizes the versatility of his Ford F-150 Lightning, describing it as the primary family vehicle that serves multiple roles. He uses it for personal transportation, family outings, towing a camper and boat, as well as professional purposes in his roles as a custom home builder and realtor.
Addressing Range Anxiety and Charging Challenges in Early EV Adoption
Kristin continues her discussion with Erica and Matt to explore the concerns and challenges they had before purchasing their EVs. They share their experiences with range anxiety and address the issue of charging infrastructure during their early adoption of EV technology.
Erica mentions that her primary concern was range anxiety, a common apprehension among potential EV owners. She notes that having solar panels on her house provided her with a home charging solution, making her EV experience more convenient. Erica also highlights her successful road trips with the EV but emphasizes the adjustment required in planning charging stops compared to traditional gas station visits.
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Matt explains that he was an early adopter who owned multiple EVs, including Teslas. He recalls the initial challenges related to charging infrastructure and range anxiety. Matt shares an anecdote about running out of electricity during a quick service and needing to find a destination charger. However, he notes that these issues have largely been addressed over time with the increasing availability of charging infrastructure.
The Green Paradox and the Evolving Mindset of Ford EV Customers
Jennifer introduces the “Green Paradox,” highlighting that while many express a desire to contribute to environmental sustainability, they often hesitate if adopting EVs entails inconvenience. As EV adoption transitions from early adopters to the early majority, making the transition smooth and hassle-free becomes paramount.
Both Erica and Matt shed light on their daily EV routines, emphasizing the convenience of home charging and the need for minimal planning for everyday commutes. Long trips require some forethought, but real-time range information and accessible charging infrastructure mitigate range anxiety.
Matt’s ownership of the Ford F-150 Lightning showcases the advantages of electric torque, particularly for towing, without the downsides of noise or high RPMs. He dispels skepticism about towing capabilities, underlining that cost savings from daily driving outweigh the occasional need to rent a traditional truck for long trips.
Erica encourages skeptics to test drive EVs, as she believes the unique experience behind the wheel can change perceptions. Both owners praise the lower long-term maintenance costs associated with EVs.
Erica and Matt express their love for driving their EVs and their positive surprises about how seamlessly electric vehicles have integrated into their daily lives, from managing charging to becoming part of their home ecosystems.
Pioneering the Path to Sustainable and Enjoyable EV Ownership
In this insightful discussion of Ford EV customers’ experiences at Electrify Expo Industry Day in Austin, we’ve uncovered their journeys from initial concerns to seamless integration into their lives. As Erica and Matt have shown, the daily routines of EV owners are marked by convenience and cost savings, with long trips requiring minor adjustments. With their stories as a guide, the transition to an electric future becomes not just achievable but also enriching. As we move forward, the road to widespread EV adoption becomes clearer, and Ford customers continue to pave the way for a more sustainable and enjoyable automotive experience.
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IMAGES: ELECTRIFY EXPO
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