Ford Reshuffles EV Unit: Doug Field Departs as Farley Chases 8% Margin
Ford is fundamentally reorganizing its standalone electric vehicle division, marking the end of an era for its "startup within a company" experiment.
The automaker announced today that Doug Field, Chief EV, Digital, and Design Officer, will depart next month after nearly five years at the helm of Ford’s software-defined vehicle push.
In a strategic pivot, Ford is folding its EV, digital, and design groups into global manufacturing operations. This new unit, Product Creation and Industrialization, will report directly to COO Kumar Galhotra.
The End of the "Model e" Era
Doug Field joined Ford in 2021 with a formidable pedigree, having led Apple’s secretive car program and served as Tesla’s Senior VP of Engineering during the Model 3 launch. His hiring was the cornerstone of CEO Jim Farley’s bet that "Silicon Valley DNA" was essential to competing with Tesla and Chinese rivals.
During his tenure, Field spearheaded the Universal EV Platform—a low-cost architecture designed for sub-$40,000 vehicles. The first product of this initiative, a $30,000 midsize electric pickup, is slated for production at the Louisville Assembly plant in 2027.
A New Industrial Focus
The restructuring signals a shift from product vision to industrial execution. The combined unit under Galhotra will integrate manufacturing, supply chain, and design.
- Alan Clarke: Leader of the California-based Advanced EV Development team, promoted to Vice President, Advanced Development Projects.
- Kieran Cahill: VP of Manufacturing for Europe and IMG, retiring May 1 after 37 years at Ford.
Financial Targets & Roadmap to 2029
Ford’s reorganization is tied to aggressive goals aimed at boosting efficiency:
- Profitability: Targeting an 8% adjusted EBIT margin by 2029.
- Lineup Refresh: 80% of North American and 70% of global lineups to be refreshed by 2029.
- Connectivity: 90% of vehicles to feature OTA (Over-the-Air) capabilities by 2030.
Analysis: A Pattern of EV Retrenchment
Field’s departure follows a year of systematic "unwinding" of Ford’s initial EV strategy. Under Farley, Ford has recently replaced the original F-150 Lightning EV with a Lightning EREV (Range-Extender Hybrid) and scrapped plans for a three-row electric SUV.
What remains is the high-stakes Universal EV Platform. Ford claims the upcoming Louisville pickup will feature 15% better aerodynamics than any competitor and boast an assembly time 40% faster than the current Ford Escape.
Electrek's Take: Ford is moving away from the "Tesla-imitation" phase. By putting EV development under a manufacturing COO, Jim Farley is signaling that the next battle won't be won by software alone—it will be won through cost control and industrialization.
