“The Case for ICE Vehicles” – A Ford Dealer Strikes Back
By Phil Royle — Oct. 24, 2022
EV enthusiasts are used to having ICE loyalists lobbing insults their way via social media. EV lovers simply don’t get it, they say – electric vehicles are the obvious real gross polluters. It’s just another day on the internet. Rarely have I seen an organized effort from ICE diehards hitting back with more than a short-lived social media barrage – that is, until an email popped into my inbox recently, and its source shocked me.
Titled “The Case for ICE Vehicles,” the email from a PR agency was promoting the viewpoint not from an evangelical ICE pundit peddling a blog or book, but rather from the specialty vehicle manager at a Ford dealership in the eastern half of the United States.
The goal of the email was to have this Ford dealership employee appear on something like our podcast to give his point of view – I even considered it momentarily before realizing the ensuing conversation would not be productive, and it would also use our website and podcast as a weapon in this particular Ford dealership’s fight against Ford Motor Company’s recent EV sales ultimatum to dealerships.
Make no mistake: The email I received is a direct shot across the bow of Ford Motor Company by one of its dealers, prompted specifically by Ford Motor Company’s shift toward EVs.
For those who missed it, in September 2022, Ford made a rather startling and rigid announcement during a dealer meeting in Las Vegas. As TechCrunch reported: “Dealers will have until October 31 to decide to buy in [to Ford’s electric business called Model e]. If they do, they’ll be authorized to get in on Ford’s Model e business starting January 2024. Those who don’t can stick with Ford Blue, the automaker’s internal combustion engine unit.”
At the F-150 EV’s launch event, Ford Motor Company was quick to say that “Lightning strikes.” Now, at least one Ford dealership is striking back.
It’s been reported that dealerships refusing to buy into Ford’s EV plans by the Oct. 31, 2022, deadline will still be able to sell EVs, just in very, very limited quantities. Considering Ford has stated that it expects 40% to 50% of its global vehicle volume to be fully electric by 2030, the writing is on the wall for Ford’s ICE division – as well as Ford dealerships choosing to only sell ICE vehicles.
With that Oct. 31 deadline looming, Ford dealerships that don’t agree with Ford Motor Company’s EV direction are likely in a bit of a panic. And that’s where this email from a PR agency peddling a pro-ICE message from a Ford dealership enters the picture.
What were the arguments being made by the dealership? Here are a few of them they sent via email:
Performance vehicle owners take pride in their cars and trucks and love to customize them with engine upgrades. As of now, this is not possible with EVs unless the manufacturer sends an over-the-air software update. ICE enthusiasts love to work with their hands and will be left out in the cold when the EV transition takes place. The shade tree mechanic will become a thing of the past and so will the enthusiast hobby, eventually. Furthermore, who will work on these EVs? Right now, there aren’t enough technicians outside of major metro areas qualified to do so.
Towing: Recent studies show that electric trucks and SUVs lose up to half their range while pulling a trailer. While this may hold true for ICE vehicles as well, the infrastructure exists to fuel up as needed. This is not the case for EVs yet. What will owners of boats, horses, landscaping equipment, RVs, etc. do when it’s mandated that all vehicles switch to electric? If you think this is a minor issue, keep in mind that there are nearly 12 million registered boats in the U.S. and nine million RVs. There are also more than 600,000 landscapers nationwide.
Utility disruption: Imagine driving an electric van or SUV full of kids on their way to a soccer match and you need to recharge. What do you do with six, seven or eight children while you’re waiting at a charging station for 45 minutes? What if you can’t find a working charger and you end up stuck on the side of the road?
Winter: According to AAA, EVs lose 41 percent of their range in cold weather with the heater on full blast. This affects most of the northern half of the country for half the year.
The Ford Mustang Mach-E has proven to be popular helping contribute to Ford Motor Company’s goal of selling 600,000 EVs in 2023.
I could counter these points with an article each – so I’ll be brief here.
The argument regarding enthusiasts and vehicle modifications is excruciatingly similar to that which came about in the 1970s with the introduction of emissions controls and the fuel crisis, the 1980s with the proliferation of ECU-controlled fuel injection, and the 1990s with OBD-II. Yet here we are, still tinkering with our cars. Just look at AEM’s “Testang” Mustang EV conversion. Car culture isn’t going anywhere – it’s simply continuing its evolution.
Towing, utility disruption, and winter: It’s true that range is currently abysmal when it comes to towing with an EV, with efficiency hovering around 1 mile/kWh. But it’s important to remember that by the time manufacturers are producing only electric vehicles, technology will have progressed. California is targeting a 100% transition to EVs for new car sales by 2035 – nobody knows what EV range, efficiency, and charging infrastructure will be like then, but we do know it’ll be more potent and robust than it is now.
A genunie argument against EV trucks is range degradation while towing. This problem, however, will likely be be resolved in the coming decade with greater vehicle efficiency, improved recharge speed, and a growth in charging infrastructure.
Now is the time to invest, not cower from change. You can currently buy Hyundais and Kias that will charge from 10-80% in less than 20 minutes – this was unthinkable just a few years ago.
Can Ford dealerships change the trajectory of not only Ford Motor Company, but what seems like the entire world when it comes to full automotive electrification in the next 15 to 20 years? It’s highly doubtful – EVs are coming.
Perhaps what automotive dealerships should be doing is embracing change, working with automotive manufacturers for a smoother transition rather than railing against them.
One thing is for sure, though: From social media insults to this dealership’s attempt to battle back, obstinately fighting progress with hollow arguments is rarely fruitful.
(Images courtesy Ford)
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