Competitors Analysis of Marketing of Ford Motors Electric Cars

            The electric vehicles market is growing slowly, but it is getting more paces with the passage of time. The Ford Motors entry in this market can be considered a late one, because there have been so many major players in the market, who are enjoying their success for so many years. But as it is observed that if companies come up with great marketing and sales strategy and brings in more innovation and differentiation, then there is always a way for them to creep into the market by capturing good enough market share. There are few top brands, which are enjoying more success and have good amount of markets share in EVs market. The top three companies in this regard account for around 50% market share. Tesla happens to be the leading one on this regard along with General Motors. The good thing about Ford Motors is that regardless of its late entry, it has earned a place in major players in the EVs market on global level (P&S Intelligence, 2018). Ford Motors have felt its presence in this EVs market by introducing their Ford Focus Electric car, which is gaining more attention from the customers. But company has to make sure that they develop great marketing mix so that they can earn a good place in EVs market by competing well with major competitors.

SWOT Analysis of Ford Motors Electric Cars
Strengths of Ford Motors Electric Cars

Good brand name in United States and across the world

The position in the U.S and Chinese market is a strong one with handsome amount of sales

Increasing growth in different markets helping to penetrate in EVs market

Global presence with great customer loyalty

Weaknesses of Ford Motors Electric Cars

The entry in the EVs market was late by Ford

 It has lack of experience in developing electric vehicles

The charging of its EVs needs more time

The cost structure is high

Opportunities of Ford Motors Electric Cars

The global electric vehicles market is growing at a good rate

The customers are taking more interest in energy efficient and ecofriendly electric vehicles with reduced emission

The R&D for Ford can come up with great innovative features to attract customers

Great market growth potential by joining hands with other automaker companies

Threats of Ford Motors Electric Cars

Increasing prices of battery cells and raw materials

The competition in the market is intense with major players like Tesla and GM

High cost structure to develop innovative electric vehicles

Strict environmental rules and regulations on global level

Marketing Mix of Ford Motors Electric Cars
Product Strategy of Ford Motors Electric Cars

            The company has to introduce more electric vehicles so that they can gain more market share in the market. Currently the company is coming with variety of vehicles like trucks, automobiles, buses etc, and they also manufacture automotive parts. The company has launched Ford Focus Electric car, which is their all electric car, and if they want to go well in the market by standing out in the competition, then they can do it by developing electric trucks, buses etc.

Place/Positioning Strategy of Ford Motors Electric Cars

            The company already has great network to distribute its product to customers like it has dealership network, which is capable enough to deal in electric vehicles market as well. They also have auto parts stores with their own parts website, so they can develop electric vehicles parts and sell them at these places. These channels of distribution can be good enough to generate sales for EVs.

Promotion Strategy of Ford Motors Electric Cars

            This is the most important part of their marketing plan that how they will promote their electric vehicles like Ford Focus Electric to potential and current electric vehicles users. The company can go with mix strategy in this regard. They should develop great ads with interesting appeals to customers in both print and electronic media. They can also sponsor major sports or celebrity events with promotion of their electric vehicles. They need to promote product and its sales by personal selling, sales promotions, direct selling in their dealership stores etc. The other most critical part of their promotional strategy is online and social media. The company should develop a separate website for their electric vehicles so that users can directly access to that website for whatever information they need about EVs. They need to make separate social media accounts on Facebook, Twitter and Instagram to engage and interact with customers. They should run promotional campaigns on these social media platforms so that more and more customers are attracted towards their coming fleet of electric vehicles.

Pricing Strategy of Ford Motors Electric Cars

            The company has to revise its pricing strategy and come up with more flexible as well as affordable pricing for the EVs customers. The company has great initiative of leasing the cars like Ford Focus Electric. For instance, a customer from New York region can lease Ford Focus on $169 per month for 36 months. The initial signing payment for such package is $3059. The current total price for Ford Focus Electric is $30,045 (COLWELL, 2018). The company has good competitive price but they can develop more affordable electric vehicles in the future to attract more customers and increase their market share.

 References of Marketing of Ford Motors Electric Cars

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COLWELL, K. C., 2018. Ford Focus Electric. [Online]
Available at: https://www.caranddriver.com/ford/focus-electric
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Corporate Ford, 2018. Our History. [Online]
Available at: https://corporate.ford.com/history.html
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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].

P&S Intelligence, 2018. Electric Car Market to Reach 52,72,312 Units by 2023: P&S Intelligence. [Online]
Available at: https://globenewswire.com/news-release/2018/10/31/1639857/0/en/Electric-Car-Market-to-Reach-52-72-312-Units-by-2023-P-S-Intelligence.html
[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].