Ford’s CEO returns from China rattled by what he saw: Chinese automakers pulling ahead in the EV race.
Ford CEO Jim Farley recently returned from a visit to China with a sense of urgency and concern about the rapid advancements of Chinese EV manufacturers. After test-driving several Chinese-made EVs and seeing their use of cutting-edge technology and low-cost production methods, Farley described them as an “existential threat” to U.S. and European automakers. The Chinese brands, he noted, are moving at lightning speed and using artificial intelligence and digital features far beyond what’s currently available in the U.S. market.
Farley’s growing anxiety reflects the broader shift in the global auto industry, where Chinese EV manufacturers like BYD are quickly gaining ground. Backed by government support and access to cheap labor and materials, these companies have captured significant market share in China and are expanding rapidly into Europe, the Middle East, and Asia. They’ve developed highly competitive EVs with advanced technology, elegant designs, and lower prices, challenging the dominance of established automakers.
After his trip, Farley arranged to have two Chinese EVs shipped to Ford’s Michigan headquarters so his team could experience the competition firsthand. Among the models was a $30,000 electric sedan from Xiaomi, a company known for its smartphones, and a $77,000 luxury electric minivan from Li Auto, featuring plush seating and advanced technology that left Ford executives impressed.
The rise of Chinese automakers has shaken up the industry, not just for Ford but also for global players like Tesla. Even Elon Musk has called Chinese carmakers the “most competitive” in the world. Farley, who has been Ford’s CEO for four years, compared the current situation to the rise of Japanese automakers like Toyota and Honda in the 1980s and 1990s, and the more recent success of Korean brands like Hyundai and Kia. He’s seen this pattern before, and he’s not willing to let Ford be caught off guard.
In response to the threat posed by Chinese EV makers, Ford is pivoting its strategy. Farley is focusing on developing smaller, more affordable EVs, which he believes will be key to competing with the Chinese. While Ford had initially planned to release a large electric SUV, the project was shelved due to its high cost. Instead, Ford is working on a new range of cheaper, smaller electric vehicles, starting with a mid-size electric pickup truck expected in 2027. The company is also exploring partnerships with the same low-cost suppliers that have helped Chinese automakers achieve their competitive edge.
In China, Ford has decided to shift its focus from consumer vehicles to commercial ones, recognizing that competing head-to-head with local manufacturers in the Chinese market would be a tough challenge. However, Chinese automakers are already making inroads into other markets, including Mexico, where their vehicles now account for about 20% of sales.
Meanwhile, Ford is grappling with significant challenges in its EV transition. The company expects to lose $5 billion this year on its current range of electric vehicles, which has prompted Farley to double down on cost-cutting and quality improvements. The stakes are high, and Farley knows that Ford needs to act quickly to remain competitive in an industry that’s evolving faster than ever.
Ultimately, Farley’s trips to China have made it clear that the competition from Chinese EV manufacturers is real and growing. Ford, like many other traditional automakers, is now racing to catch up before it’s too late.
