Ford is undergoing a significant shake-up in its electric vehicle division, Model e, with the high-profile departure of Doug Field, a veteran executive whose career spans leadership roles at Tesla and Apple. Field, who served as Ford's Chief Advanced Product Development and Technology Officer, is stepping down as the automaker grapples with substantial losses in its EV segment and moves to streamline operations.
His exit comes at a critical juncture for the Dearborn-based giant. Ford's Model e division reported a staggering $1.3 billion pre-tax loss in the first quarter alone, underscoring the immense financial pressures facing traditional automakers as they pivot to electrification. Field, known for his deep expertise in software and vehicle architecture, was instrumental in shaping Ford's next-generation EV platforms and digital strategy, making his departure a notable event in the company's ongoing transformation efforts.
Field joined Ford in 2021, arriving with a formidable resume that included leading development for the Tesla Model 3 and a stint heading Apple's special projects group, widely believed to be its secretive automotive initiative. At Ford, he was tasked with injecting Silicon Valley agility into the company's complex product cycles and accelerating its transition to software-defined vehicles. His role encompassed everything from advanced driver-assistance systems to connectivity and digital experience.
However, the broader EV market has proven more challenging than many anticipated. Slowing demand for some higher-priced EVs, intense competition, and the high cost of battery production have squeezed margins across the industry. Ford CEO Jim Farley has been vocal about the need to improve Model e's profitability, even as the company's commercial vehicle arm, Ford Pro, continues to deliver strong results.
Crucially, despite the leadership change and ongoing financial struggles, Ford has confirmed that its highly anticipated "skunkworks" project — an initiative focused on developing a truly affordable electric vehicle platform — will continue. This project, reportedly operating with a small, agile team and a lean budget, is seen by many as essential to Ford's' long-term EV viability. It aims to deliver a competitive EV at a price point that can attract mainstream buyers, a segment where Tesla and other players are also vying for dominance.
The organizational overhaul suggests Ford is doubling down on cost efficiencies and perhaps re-evaluating its approach to product development in the face of market realities. While Field's successor and the specific restructuring details are still emerging, the message is clear: Ford is committed to its EV future, but it's prepared to make tough decisions and strategic adjustments to achieve profitability. The success of the skunkworks project, more than ever, will likely be a key indicator of whether this revised strategy can turn the tide for Model e.
