After Ford announced a surprising shift to more affordable EVs, its luxury Lincoln brand is putting electric on the back burner.
Lincoln backtracks on EVs as Ford shifts to affordable
In an interview (via Detroit News), Lincoln President Dianne Craig said that the company is “listening to what customers really need.”
According to Craig, since “Navigator customers tend to tow more,” electric vehicles don’t “make as much sense.”
“That’s how we think about this transition — whether it’s hybrids, plug-in hybrids, full hybrids, ultimately to EVs down the road — it’s going to be different depending on segmentation,” Lincoln’s president explained.
The comments starkly contrast what the brand touted just two years ago under then-president Joy Falotico.
Before Craig took over as President in December 2022, Lincoln unveiled its Star Concept that April. The Lincoln Star was presented as the vision for four new EVs promised out by 2026 to compete with GM’s Cadillac Lyriq. Lincoln said EVs were expected to account for half its global volume by 2025.
Lincoln Star EV Concept (Source: Lincoln)
Here we are, over a quarter of the way through 2024, and Lincoln has yet to launch its first all-electric vehicle.
Craig confirmed the brand won’t make “any grand declarations” on its EV roadmap until “we really understand what our premium customers want.” For now, Lincoln is focusing on its current lineup, including the Corsair, Nautilus, and new Aviator.
Initial plans called for a three-row Aviator EV to enter production by the end of 2024, followed by a Corsair EV in early 2025 and an electric Navigator, which was expected in 2026.
2024 Lincoln Nautilus interior (Source: Lincoln)
Lincoln launched the new Nautilus this month, which will serve as a tech beacon for Ford’s luxury brand.
Although Lincoln sees the transition to EVs as inevitable, the luxury brand says now is not the right time to make those declarations.
The comments come after a source told Bloomberg Businessweek that Ford was developing a low-cost EV platform to power a smaller electric pickup and SUV with starting prices around $25,000.
Ford electric Explorer SUV for Europe (Source: Ford)
Ford’s first affordable EV is expected to launch in 2026 to rival the low-cost electric car Tesla is working on. Meanwhile, Ford is delaying plans for a larger three-row electric SUV due to the shift. Ford’s CEO, Jim Farley, stressed the importance of smaller, more affordable EVs to make a profit.
Electrek’s Take
While Lincoln is “listening to its customers,” the brand could set itself behind rivals like Cadillac, Porsche, BMW, Genesis, Volvo, and others that already have EVs on the road.
Porsche unveiled its electric Macan earlier this year, which has already scored over 10,000 orders. Hyundai’s Genesis brand is expanding in the US after EV sales nearly quadrupled last year.
Volvo is set to launch its fully electric 7-seater SUV, the EX90, starting at $76,695. Range Rover said its first EV had over 16,000 buyers waiting last month. As you can see, there is demand for luxury electric vehicles. Customers don’t know what they want until you show it to them.
By delaying EVs now, Lincoln is only setting itself further behind. EV startups like Rivian and Lucid are also gaining market share in the luxury segment.
Rivian’s R1S electric SUV was the seventh best-selling EV in the US last year, topping the F-150 Lightning and Tesla Model X. More recently, the brand revealed its more affordable R2, which could take even more market share from gas-powered vehicles.
What do you guys think? Is Lincoln making a mistake? Let us know what you think in the comments.
FTC: We use income earning auto affiliate links.More.
HOUSTON — Amazon, Alphabet’s Google and Meta Platforms on Wednesday said they support efforts to at least triple nuclear energy worldwide by 2050.
The tech companies signed a pledge first adopted in December 2023 by more than 20 countries, including the U.S., at the U.N. Climate Change Conference. Financial institutions including Bank of America, Goldman Sachs and Morgan Stanley backed the pledge last year.
The pledge is nonbinding, but highlights the growing support for expanding nuclear power among leading industries, finance and governments.
Amazon, Google and Meta are increasingly important drivers of energy demand in the U.S. as they build out artificial intelligence centers. The tech sector is turning to nuclear power after concluding that renewables alone won’t provide enough reliable power for their energy needs.
Amazon and Google announced investments last October to help launch small nuclear reactors, technology still under development that the industry hopes will reduce the cost and timelines that have plagued new reactor builds in the U.S.
Meta issued a call in December for nuclear developers to submit proposals to help the tech company add up to four gigawatts of new nuclear in the U.S.
The pledge signed Wednesday was led by the World Nuclear Association on the sidelines of the CERAWeek by S&P Global energy conference in Houston.
China’s so-called “DeepSeek moment” is likely to be good news in the global race to develop artificial intelligence models that can carry out more complex tasks, according to Jean-Pascal Tricoire, chairman of French power-equipment maker Schneider Electric.
“I actually think its good news. We need AI at every level,” Tricoire told CNBC’s Steve Sedgwick at CONVERGE LIVE in Singapore on Wednesday.
“We need AI to optimize your whole enterprise at all levels, so that you can buy better, consume better, decide better, source better. To do all of this, we need models to operate on a smaller scale,” he added.
Tricoire said the emergence of Chinese AI app DeepSeek showed that AI models can achieve the same results as some of its more established U.S. rivals, but with a much smaller model.
It “will actually spread AI at all levels of the architecture much faster,” Tricoire said. He added that DeepSeek’s blockbuster R1 model would be “fantastic” for improving safety and reliability when deploying AI on dangerous equipment.
“The spread of AI models at every level of what we need is actually very good news,” Tricoire said.
His comments come shortly after Schneider Electric reported record sales and profits in 2024.
The company, which has been a big beneficiary of the artificial intelligence trend, raised its 2025 profit margin following robust fourth-quarter demand for data centers.
Shares of Schneider Electric rose 33% in 2024, following a 39% upswing in 2023. The Paris-listed stock is down around 7% year to date, however, with China’s recent AI push sparking concerns about AI investment and tech sector returns.
Data centers, which consume an ever-increasing amount of energy, represent a key piece of infrastructure behind modern-day cloud computing and AI applications.
A Northvolt building in Sweden, photographed in February 2022.
Mikael Sjoberg | Bloomberg | Getty Images
Struggling electric vehicle battery manufacturer Northvolt on Wednesday said it has filed for bankruptcy in Sweden.
The firm said it that it submitted the insolvency filing after an “exhaustive effort to explore all available means to secure a viable financial and operational future for the company.”
“Like many companies in the battery sector, Northvolt has experienced a series of compounding challenges in recent months that eroded its financial position, including rising capital costs, geopolitical instability, subsequent supply chain disruptions, and shifts in market demand,” Northvolt noted.
“Further to this backdrop, the company has faced significant internal challenges in its ramp-up of production, both in ways that were expected by engagement in what is a highly complex industry, and others which were unforeseen.”
Northvolt’s collapse into insolvency deals a major blow to Europe’s ambition to become self-sufficient and build out its own EV battery supply chain to catch up to China, which leads as the world’s largest market for electric vehicles by a wide margin.
The Swedish battery firm had been seeking financial support to continue its operations amid an ongoing Chapter 11 restructuring process in the United States, which it kicked off in November.
“Despite liquidity support from our lenders and key counterparties, the company was unable to secure the necessary financial conditions to continue in its current form,” Northvolt said Wednesday.
Northvolt said a Swedish court-appointed trustee will oversee the company’s bankruptcy process, including the sale of the business and its assets and settlement of outstanding obligations.