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Ford Chairman Bill Ford speaks May 19, 2021 during the unveiling of the electric F-150 Lightning pickup truck outside the automaker’s world headquarters in Dearborn, Mich.
Ford

DETROIT – A decade ago, Ford Motor was positioning itself to be a leader in electrified vehicles with new global models such as the C-Max and Focus Electric.

Those “green” cars were to lead the automaker’s efforts to potentially electrify 25% of its fleet by 2020, Ford Chairman Bill Ford wrote in a May 2011 article for Fortune Magazine. They didn’t and Ford watched as a start-up, Tesla, emerged as the industry’s benchmark for zero-emissions vehicles, and crosstown rival General Motors became Wall Street’s top legacy automaker for EVs.

Ford’s newest CEO Jim Farley, who took the helm Oct. 1, quickly announced a harder pivot to EVs as the automaker released an all-electric Mustang crossover and an upcoming F-150. While the new electric vehicles have been well received, Ford has to fight for a leadership position amid a litany of old and new competitors.

It’s something Bill Ford, great grandson of the company’s founder, is well aware of. A greener automotive industry has always been a mission of his. As an environmentalist and the longest running chairperson of any automaker, he has acted as a rare champion, or conscience, of green practices in the industry.

It’s something that was historically taboo, even discouraged, in a business reliant on fossil fuels to power its products and large trucks to drive its profits.

But that’s changing. The promise of electric vehicles and Wall Street’s support of more sustainable companies has Ford believing his decades-long vision of a greener automotive industry and company are finally achievable. And investors have taken notice, sending shares of Ford up by about 50% in 2021.

“When I joined the company in 1979, I joined as somebody who cared deeply about the environment, and I was absolutely appalled that that view was not only not shared, but it was frankly scorned within the company,” he told CNBC during a video interview. “That’s all changed now. And, yes, it makes me really excited.”

Bill Ford admits that the company’s early “green cars” may have not been as successful as he wanted at that time. But he believes the industry and consumer acceptance of electric vehicles is changing and that his push for a more sustainable industry was right all along.

“They may not have been the right time, they might not have been quite ready for primetime when they came out, but directionally, it was absolutely the right thing to do,” Ford said.

Ford vs. Trump

Doing the “right thing” hasn’t always been easy for the 64-year-old automotive heir. His support for both the environment and the industry have always been at odds with one another and drawn criticism from supporters of both sides.

Most recently, former President Donald Trump publicly condemned Bill Ford and the company last year for agreeing with California on stricter fuel economy and emissions standards.

Ford was the only American automaker to do so at the time. Ford’s largest crosstown rival – General Motors – backed the Trump administration before changing its stance to support California following Joe Biden, a supporter of EVs and stricter vehicle emissions regulations, defeating Trump.

President Donald Trump wears a mask during a private viewing of three Ford GTs from over the years at the Ford Rawsonville plant.
NBC News

“It’s important to stand for things. We’ve taken stances on the environment that haven’t always been popular, and in many cases have gone against what the rest of our industry has done,” Ford, whose career now spans seven American presidents, said. “And that’s OK because it gives you a sense of who you are.”

Farley, who joined Ford in 2007, earlier this year described that sense as being “absolutely” imperative to the automaker and its future plans. The company is soon expected to release more on its sustainability plans and how they relate to its new Ford+ turnaround plan.

Fred Krupp, president of the Environmental Defense Fund, said the company’s support of California’s emissions standards and the Paris Climate Agreement were two of the most recent examples of Bill Ford’s leadership in the industry.

“He’s been a leader,” Krupp, who has known Ford for 20 years, said during a phone interview. “I can’t think of another American auto executive that has done more to move the issue forward than Bill.”

EVs

Despite the chairman’s support for EVs and the environment, the automaker hasn’t said when it expects to convert its entire lineup to EVs, unlike rival GM which has said it plans to go all electric by 2035. Ford has said it expects 40% of its sales volume globally to be all-electric vehicle by 2030.

Bill Ford said it’s ultimately up to consumers to decide just how quickly EV adoption will occur, but more investment and new products will help. Ford’s current lineup includes plug-in hybrid electric vehicles with gasoline engines as well as the Mustang Mach-E crossover – its only EV.

“Our customers will really dictate how quickly it happens,” Ford said. “But I will tell you that we’ll be ready when that happens. We’re pushing incredibly hard. You’ll see more announcements from us in the near future.”

Ford Motor Executive Chairman Bill Ford, left, and actor Idris Elba next to Ford’s all-electric Mustang Mach-E GT SUV at Jet Center Los Angeles in Hawthorne, California on Sunday, Nov. 17, 2019. Elba, who previously worked at Ford Motor Co. in the 1980s, helped introduce the vehicle to the public.
Ford

Ford has at least two additional EVs coming by mid-next year – a commercial van later this year and an electric version of the F-150 pickup called Lightning. The new EVs are part of Ford’s plans to invest more than $30 billion in electric vehicles through 2025, about $7 billion of which had already been invested before February.

Ford said he’s “very confident” that the automaker can be a leader in electric vehicles. He also believes there will be some consolidation in the automotive industry, as a barrage of new competitors attempt to entire the space.

“We are clearly an industry in the middle of change and I believe that if we were too fast forward 10 years from now, there will be clear winners and losers in this new world of EVs, [autonomous vehicles] and software,” he said. “I think that the winners may not be all the familiar faces that people would have thought of.

“I mean clearly look at a company like Tesla, which is a very young company, and they’ve done incredibly well. There will be others like that.”

Aside from its own investments in EVs, Ford is a minority investor in EV truck start-up Rivian, which filed for an initial public offering last week. The company is reportedly seeking a valuation of $80 billion – giving the young company a higher valuation than Ford at $51 billion and GM at $71 billion.

RJ Scaringe, Rivian founder and CEO, and Ford Executive Chairman Bill Ford announce a $500 million Ford investment in Rivian.
Source: Ford Motor Co.

Achieving his vision

EVs aren’t the only part of Bill Ford’s vision for a greener future. He believes autonomous vehicles and reworking the industry’s manufacturing and supply chain need to happen as well.

He said more needs to be done regarding reducing the industry’s entire carbon footprint, including using more renewable energy to produce vehicles, as well as autonomous vehicles that can ease public transportation problems and global gridlock.

“We don’t have to be 100% in any one of those areas, but if I feel like we are well on our way in all of those areas, and I feel like it’s early days, but yes, we’re headed down all those roads. Yeah, then I’ll feel great,” he said.

While the shift to EVs is in its early days, Ford, 64, isn’t after a more than 40-year career with the automaker. However, he has no plans of stepping down from the company for the foreseeable future, even as a younger generation of Ford’s join the board. His daughter, Alexandra Ford English, and nephew, Henry Ford III, were both elected to the company’s board in May.

“I feel like I’m adding value to Ford today, maybe more than I ever have,” Ford said. “As long as I feel like I’m contributing and can work at the pace that the company needs me to work at, I’ll be here. Someday that won’t be the case and I think I’ll know when that happens.”

Ford Motor Company today announced that Alexandra Ford English and Henry Ford III have been nominated to stand for election to the company’s board of directors at its annual meeting of shareholders on May 13.
Source: Ford Motor Co.

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Next-gen 240 ton CAT electric haul truck gets to work in Colorado mine

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Next-gen 240 ton CAT electric haul truck gets to work in Colorado mine

With a massive, 240 ton payload and a host of new features, the first of Caterpillar’s next-generation CAT 793 XE Early Learner battery electric trucks has arrived at Newmont’s Cripple Creek and Victor (CC&V) mine in Teller County, Colorado.

Just weeks after the next generation of Caterpillar’s battery electric Large Mining Truck line was announced, Newmont’s CC&V mine in Colorado was announced as one of the testing and validation sites the first seven of the all-new CAT 793 XE Early Learner haul trucks would be deployed to. The production of these trucks marks the second key development phase of the company’s Early Learner EV program following the demonstration of the company’s first battery electric 793 prototype in November 2022, and that vehicle’s deployment at Vale’s Brazilian mining operations earlier this year.

“In less than two years, we went from retrofitting an existing piece of equipment at our proving ground to designing a ruggedized solution ready for validation at our customers’ sites,” explains Caterpillar Vice President, Brian Weller. “This was not a small change. Just about everything in the powertrain has been enhanced while still leveraging proven components of our Cat 793 model. With these changes, we still have learning to do with our customers in real-world applications.”

The next phase of Caterpillar’s Early Learner program will see the company attempt to integrate multiple electrified trucks at a single site with remote operators, validating the integration of a battery electric fleet with CAT’s existing autonomous and fleet management systems.

The Newmont gold mining operation has a long-standing “strategic alliance” with Caterpillar (signed in 2021) that aims to deliver a fully connected, automated, zero carbon emitting, end-to-end mining operation by 2050 while reducing downtime and operating costs.

Electrek’s Take

Cat AD45 underground haul truck (diesel); via Caterpillar.
Cat AD45 underground haul truck (diesel); via Caterpillar.

As I’ve said before, EVs and mining to together like peanut butter and jelly. In confined spaces, the carbon emissions and ear-splitting noise made by conventional, ICE-powered mining equipment can create dangerous circumstances that can lead to serious injuries (or worse), and that’s just going to make it even harder for a mining operation to keep people working and minerals coming out of the ground.

By working with companies like Caterpillar to prove that forward-looking electric equipment can do the job as well as well as (if not better than) their internal combustion counterparts, Newmont will go a long way towards converting what’s left of the ICE faithful.

SOURCE | IMAGES: Caterpillar, International Mining.

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Chinese JAC delivers 100 MD electric trucks to North America [video]

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Chinese JAC delivers 100 MD electric trucks to North America [video]

Chinese electric truck maker JAC has shipped 100 MD electric trucks (cab and chassis) from Hefei, China to a single customer in Mexico, marking a major milestone in the commercial vehicle brand’s growing North American ambitions.

The thirteenth-largest automotive market globally, Mexico’s proximity to the US means that its roads have their fair share of American cars on them – but its low labor rates have also attracted a number of international car manufacturers, as well, making the Mexican market one of the only places in the world that cars sold in the US and Europe are up against Chinese brands in head-to-head comparisons.

That’s especially true of Mexico’s EV market, and that that fact isn’t lost on companies like BYD and JAC, who have their eyes set on becoming global players.

“We call on all interested parties to share the best international practices to contribute to a better development of electromobility and bring its benefits to all Mexican cities,” says Shirley Wagner, president of Mexico’s Electro Movilidad Asociación (EMA), a coalition of companies that includes Kia, Volvo, Tesla, JAC, and BYD that is working to help reduce Mexico’s vehicular carbon emissions by going “100% electric” by 2035. “We believe that those of us living in Mexico deserve cleaner air, and it is possible to achieve it if we work together to make previously made commitments a reality.”

JAC N55 electric truck

JAC Motors entered the Mexican market in 2012, and has built out a nationwide sales and service network there, earning enough local trust to support this single 100-unit order.

The JAC N55 electric truck features a 96.7 kWh LFP battery that delivers up to 125 miles (200 km) of range, and is capable of charging from 10-80% capacity in about 20 minutes on a 150 kW DC fast charger. The N55’s 5500 kg GVWR translates to approx. 12,125 lbs. in the US, putting the JAC in the company of the Chevy Brightdrop, Isuzu NRR EV, and Mullen Three.

Electrek’s Take

100 JAC Electric Trucks | From China to Mexico.

It doesn’t seem to matter if we’re talking about the low-end or the high-end of the EV market, the Chinese are there with solid products that seem poised to seriously challenge Western automakers in their home turf. The electric truck market seems to be no exception.

SOURCE | IMAGES: JAC, via China Trucks; Wards Auto.

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ALSET Auto’s expanding franchise business offers Tesla-like experience for EV protection and personalization

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ALSET Auto's expanding franchise business offers Tesla-like experience for EV protection and personalization

ALSET Auto doesn’t protect cars; it protects EVs. This year, the Tesla customization company expanded its services to include all EV owners and offers services such as tint, ceramic coatings, paint protection film (PPF), and colored wraps. As ALSET Auto’s business grows, the company is offering new franchise opportunities to help expand its services to EV owners in the US and Canada.

Table of contents

Founded by EV owners for EV owners

ALSET Auto was founded in Portland, Oregon in 2018 by Phil Bunting and Marcus Brown after they each purchased Teslas and were dissatisfied with their experience in their search for viable exterior protection options.

I called a half dozen shops in my area and got the same runaround. They loved to disparage Tesla’s soft paint, but no one wanted to give me a firm price for paint protection over the phone,

recalls ALSET CEO, Phil Bunting:

They all wanted me to bring my Tesla into their shop first, refused to provide a firm estimate over the phone, and declined to list their all-in prices on their website. I remember thinking, if I can build, price, and purchase a $100,000 Model X on my iPhone in five minutes, why should getting my Tesla protected be any different?

Thus, the idea for ALSET (Tesla spelled backward) was born. The company envisioned offering customers an experience similar to buying a Tesla, where the price is transparent, and there is no upselling, bait-and-switch tactics, or pricing gimmicks. Instead of selling Tesla owners on the fear of what could happen to their EV’s unprotected paint, ALSET set out to build a lasting connection with customers based on a shared passion for the cars they love.

Over the past five years, ALSET Auto has quickly become a leading provider of paint protection and personalization services. Operating in 15 markets across North America, ALSET has protected and personalized more than 7,000 EVs.

Aside from Cybertruck wraps, ALSET Auto’s three core services appeal to the broader market of owners who are looking to protect, preserve and enhance the look of their EVs. The company forged a partnership with XPEL Inc. to offer its customers a suite of best-in-class protective film and coating options, which include:

ALSET Auto offers a suite of options to protect, preserve and personalize your EV

Tesla Cybertruck wraps have quickly become a significant portion of ALSET Auto’s expanding business. The company offers the largest selection of colored PPF in the industry with more than 250 options in gloss, matte, metallic, and color shifting. The company is currently wrapping about 100 Cybertrucks per month, with several locations wrapping as many as five per week. Bunting elaborated:

The demand for colored paint protection film in recent years has surged because most EVs are offered in limited colors. Unlike flimsy vinyl wraps, colored PPF offer durable protection, self- healing properties and longer warranty coverage. It is the best of both worlds for protection and aesthetics. For Cybertrucks, we are finding that it’s a matter of when their owners will purchase wraps, not if.

The company has received nearly 1,000 five-star reviews for offering highly specialized customer service along with an industry-leading, lifetime warranty. In addition, ALSET services are CARFAX certified so that all upgrades appear on CARFAX reports to increase resale value and assist in insurance claims.

Paint Protection Film (PPF) – This durable self-healing film is offered in a clear or matte finish and is most commonly applied to the entire car or the front impact zones which include the full hood, fenders, bumper and mirror caps. PPF protects the vehicle’s paint from unsightly rock chips, scratches and abrasions. In many instances, scratches in the film can be removed with heat from the sun or blowdryer, or by using hot water.

Nano Ceramic Coatings – When fully cured, ceramic coatings are up to three times harder than factory clear coat. ALSET Auto’s full interior and exterior ceramic package uses four different ceramic formulas which are applied to the paint and trim, wheels, windshield, as well as the interior. While these coatings are not intended to prevent rock chips, they help protect from light scratches and swirls, environmental contaminants, and etching from bug guts and bird droppings. They also make your EV extremely shiny and hydrophobic, which makes washing and maintenance a breeze.

Ceramic Window Film – Available in a variety of shades, ceramic window tint offers unrivaled heat rejection as well as protection from harmful UVA and UVB rays. It also provides a sleeker look and enhanced security and privacy. EVs with ceramic window tint can expect to get more range from their battery due to lower cabin temps and less use of their EV’s air conditioning. 

ALSET Auto also participates in XPEL’s OEM referral programs, which include Tesla and Rivian.

ALSET Auto plans to award 12 new franchises in 2025

After successfully opening corporate locations in Portland and Seattle, ALSET Auto launched the company’s first franchise in 2021 in Dallas, Texas. In doing so, ALSET Auto completed a rigorous franchise registration process with iFranchise Group, Inc., an industry-leading consultancy group that has worked with Massage Envy, Denny’s, Vitamin Shoppe, Shelf Genie and other name brands.

Since then, ALSET Auto has expanded to 15 locations with several more franchises currently in the pipeline. 

  • Locations:
    • Atlanta, GA
    • Austin, TX
    • Dallas, TX
    • Jacksonville, FL
    • Las Vegas, NV
    • Orange County, CA
    • Portland, OR
    • Raleigh, NC
    • Richmond, VA
    • San Diego, CA
    • Sacramento, CA (ALSET Affiliate)
    • Seattle, WA
    • Tampa, FL
    • Vancouver, BC, Canada

The average annual revenue for ALSET Auto locations open at least 12 months was $1 million in 2023, according to the company’s 2024 Franchise Disclosure Document (FDD). 

ALSET Auto provides franchisees a wide range of ongoing support including training, site selection assistance, coaching, access to proprietary software systems, in-house marketing and advertising, vendor partnerships, and dealer programs. These services are critical to setting up news franchise operators for success.

Current ALSET franchisees joined the company without any prior experience in the industry. They come from various backgrounds, including the restaurant and entertainment industries, sales, technology, sports, and finance.

Ideal franchise candidates are EV owners and enthusiasts who are passionate about the booming EV market and seeking financial freedom and independence from a typical 9-to-5 job. Candidates should be well-capitalized, business-minded, passionate about the EV industry, and committed to actively working in their business.

To learn more about franchising with ALSET Auto and receive the company’s franchising e-brochure, visit their website here.

If you’re interested in learning more about their services, visit their retail site at www.alsetauto.com.

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