The Verge reported that Ford Motor Co. finally revealed the first images of its all-electric performance SUV which the company has dubbed “Mach 1”. This image reveal comes almost exactly nine months after the auto giant had announced the creation of the Mach 1 at the Detroit Auto Show. It was also at this show that the company had announced that it was increasing its investments in electric vehicles to $11 billion.
In the image that Ford released, the new Mach 1 looks quite like the Mustang, except that it’s an SUV. So while the company is showing off the next generation of Ford cars, it is also leaning on a model that has a strong and successful run in the market. In fact, even the code name for this new vehicle is harking back to a high-performance version of the iconic Mustang.
This strategy of softening the newness of a still not-completely-tested technology with hints of nostalgia is an angle that has been used by many other companies. For example, when camera companies were moving from film to digital, they used classic camera stylings to make the unfamiliar more comfortable for their users.
Besides softening the blow of a new technology that many may be uncomfortable with, using a familiar design also subtly lets customers know that the company has been making cars for a long time. This way, the company sends out a subliminal message that it has things under control.
The Mach 1 is going to be Ford’s flagship electric car, so it carries the entire weight of the company with it has the auto maker moves away from making combustion engine based vehicles to electric vehicles.
According to the Motley Fool, the new electric car is going to be a high-performance electric SUV that is targeted for launch in 2020. This vehicle is being developed by Team Edison at Ford, in Detroit’s Corktown area – a neighborhood that has been styling itself as a place with a fast-moving, techie startup-like culture.
The motor company has promised that the new electric SUV crossover will be a high-performance vehicle, with a 300-mile real-world travel range. Compared to combustion vehicles, the new electric vehicles that Ford produces will have much high and more thrilling acceleration rates.
While not much else is known about the new Ford “Mach 1” electric vehicle, there are a few things that the company itself has hinted at. The company is looking at simplifying the experience of owning an electric vehicle. This means that there could be an option of charging the car wireless at home. The company also indicated that these new vehicles could have over-the-air, or cloud, software updates and they would have a software “ecosystem” that would include functionality not just inside the cars but also via mobile apps.
One of the things that Ford is doing which is uniquely its own is listening to its customers. The reason why Ford’s pickup trucks have been so successful throughout the world is because the company spent time on extensive research and listed carefully to what their customers were saying. And then they used that information to build their best trucks. And this is exactly the approach that the company is now taking with its new electric vehicles.
At the end of the day, there are a few basics that this new electric crossover SUV is going to be judged on – performance, recharging speed and range. And if the auto giant is able to deliver on these three criteria, then it could have a massive win on its hands when this car is released in 2020.