Mark Fields has put the future firmly in Ford’s headlights.
“I describe our strategy as having one foot in today and one foot in tomorrow,” the Ford president and CEO told Re/Code and other press members last month. “We are becoming a mobility company and an auto company.”
Among Fields’ ambitions and expectations: Driverless cars on the road within the next four years, the debut of a new ride-hailing service, and a version of an electrified F-series truck.
“We’re seeing a lot of the societal factors around congestion and what that means for mobility going forward,” he said to NPR’s Ari Shapiro last week, “and that’s why we’re thinking also of ourselves as a mobility company, which means, how do we make people’s lives better, and how do we provide mobility maybe beyond our traditional definition?”
As part of making lives better, Ford plans a heavy investment into electric vehicles, announcing earlier this month it would dedicate $4.5 billion toward electrified vehicle solutions by 2020 and add 13 new electrified vehicles to its lineup. The push represents the company’s largest- ever electrified vehicle investment in a five-year period.
Indeed, Ford’s path toward the future under Fields’ tenure is looking brighter than it has in a great. The automaker sold 2.4 million vehicles in the U.S. in 2014 — making it the bestselling brand for the fifth straight year, according to AutoTrader.com — and was expected to have a record year in 2015.
Fields will again keynote CES.