It is a fact that entry in electric vehicles market by Ford is not an old one, rather it has been one of its latest push to attract more customers around the world. The company has announced that they are going to develop more electric vehicles models in next five years time. The company has actually announced to come up with at least 16 new electric models. The company has a plan to invest around $11 billion so that they can make their mark in electric vehicle technology. This decision is based on the fact that battery cells costs are going down as well as countries are shifting their focus to ban vehicles with diesel & gasoline engines and internal combustion engines. The company wants to make a mark in electric vehicles industry so that they can earn more market shares in next few years, and they also play their part in reducing vehicles emissions and make this world a better place to live for everyone, which is also part of their strategic plan (MARSHALL, 2018)

            It is suggested for the company to target different markets with a variety of marketing strategy. The U.S Electric market should be their main focus as U.S market has great opportunities and potential for electric and auto-pilot vehicles because people are becoming more conscious about their safety while driving and they are also showing concerns for climate and environment. The other target market for their future electric vehicle models can be China, as it has huge potential in this regard. The company should diversify its marketing and advertising strategy by coming up with great ideas to capture the attention on traditional media like print & electronic media. On the other hand, it should give great focus to social and online media by developing great online campaigns and interactive social media presence so that more and more customers are engaged, and they are attracted towards upcoming new electric vehicle models.

Industry Analysis of Marketing of Ford Motors Electric Cars

            It is important to analyze the electric vehicles (EVs) industry to review that how things are going and what can be expected by Ford Motors in future. It was revealed in 2017 that value for the global EVs market was $118,864.5m, and it has been estimated that figure can reach up to $567,299.8 till year 2025. It means that industry is expected to experience 22.3% growth in next seven years. It also shows that demand and need for energy efficient and environment friendly vehicles are increasing with the passage of time, and things are looking positive for electric vehicles industry. Different countries are adopting new rules and regulations to reduce emission of vehicles like Norway is leading the way in this regard. Norway has a plan to go with zero emission till year 2025, and according to recent stats in 2017, 52% cars were hybrid or electric cars in Norway out of 100% sales. This number is expected to increase in the future (Kumar, 2018)

            The industry trend has shown that China is one of the important markets in electric vehicles industry. The Forbes released data for EVs market in China, and it was revealed that in 2017, approximate 680,000 electric cars were manufactured by Chinese automakers. The shocking fact was that this number is more than the electric cars manufactured by rest of the world. It shows that how things are moving in great direction in China, and how it is coming up with great potential for companies like Ford Motors. Moreover, the charging infrastructure is quickly being developed for public in different countries like Norway, United States, France, and China so that users are encouraged to buy electric vehicles as they will have electric stations to charge their cars. There are few others factors as well making their influences on the electric vehicles market (Kumar, 2018)

Figure 1: Global Electric Vehicle Market

Source: https://www.alliedmarketresearch.com/electric-vehicle-market

            The electric vehicles market is dominated by different factors, which are playing their crucial part in market growth. The technological advancement is one of the important factors in this regard as new technologies are emerging day by day, and users are interested to use new technologies. Moreover, the users are looking for high performance vehicles which are fuel efficient, energy efficient, and come up with low emission. In addition to that initiatives taken by different countries around the world are another important factor to promise future growth of the EVs market. The European countries as well as countries like United States are looking to come up with new rules and regulations to control vehicle emission, which means that role of electric vehicles, would become more crucial in future. The major market players in EVs industry are Tesla, Toyota, Volkswagen AG, Nissan Motors, Ford Motors, GM etc, which are dealing in different segments of electric vehicles like battery electric, hybrid electric and plug in hybrid electric vehicles. But it is important to mention here that out of these three segments, the most growing and lucrative one is the electric vehicles run on battery, which can be charged with chare stations, self system or through solar energy (Kumar, 2018)

Figure 2: Global Electric Vehicle Market (by Type)

Source: https://www.alliedmarketresearch.com/electric-vehicle-market

References of Future Goals of Marketing of Ford Motors Electric Cars

Biswas, A. K. & Tortajada, C., 2018. Electric vehicles are changing the world. And they’re only just getting started. [Online]
Available at: http://theconversation.com/electric-vehicles-are-changing-the-world-and-theyre-only-just-getting-started-90402
[Accessed 2 January 2019].

Corporate Ford, 2018. Our History. [Online]
Available at: https://corporate.ford.com/history.html
[Accessed 2 January 2019].

Ford, 2017. 2017 Focus Electric. [Online]
Available at: https://www.ford.com/cars/focus/2017/models/focus-electric/
[Accessed 2 January 2019].

Kumar, R., 2018. Electric Vehicle Market. [Online]
Available at: https://www.alliedmarketresearch.com/electric-vehicle-market
[Accessed 2 January 2019].

MARSHALL, A., 2018. FORD FINALLY MAKES ITS MOVE INTO ELECTRIC CARS. [Online]
Available at: https://www.wired.com/story/ford-electric-cars-plan-mach-1-suv/
[Accessed 2 January 2019].

STEWART, J., 2018. EVEN MORE EVIDENCE THAT ELECTRIC CARS COULD SAVE THE PLANET. [Online]
Available at: https://www.wired.com/story/even-more-evidence-that-electric-cars-could-save-the-planet/
[Accessed 2 January 2019].

THOMPSON, A., 2017. Ford Motor Company’s Vision Statement, Mission Statement. [Online]
Available at: http://panmore.com/ford-motor-company-vision-statement-mission-statement
[Accessed 2 January 2019].