Mach-E over-the-air updates may lengthen Ford product cycles
Summary
Thai-Tang admitted midcycle freshenings often are just a "fashion statement," with slight cosmetic tweaks or a compliance-driven regulatory improvement to the engine. CEO Jim Farley said last week on an episode of "Jay Lenos Garage" that, roughly six months after launch, Ford will push out a software update that activates an optional hands-free driver-assist system. Future software upgrades could become added revenue streams for the automaker, as will subscriptions for its charging network available through the FordPass app. "Our strategy on how were approaching the value chain for battery-electric vehicles, in this early phase of leveraging competitive tension from multiple suppliers to drive that cost down, has been very helpful," Thai-Tang said. Farley has said Ford is discussing building its own battery cells, but that likely wouldnt happen for years, until EVs are more popular.