Behind CEO Jim Farley's Electrification of US Icon Ford

Jim Farley's leadership of Ford Motor Company since 1 October 2020 is a key factor in one of the automotive industry's most ambitious EV transformations.

The Ford CEO has positioned the 121-year-old automaker at the forefront of America's EV revolution, reshaping a company that once democratised the automobile through the assembly line into one that could help define the electric future of mobility.

Ford's iconic status in American manufacturing traces back to 1903, when it made cars accessible to the masses through assembly line production and a locally-based dealer-franchise system. This legacy now serves as the foundation for Jim's Ford+ strategy, which centres on transitioning the company into a leaner, technology-driven and electric-focused automaker.

In partnership with Statista, TIME conducted a survey of US residents to rank the 250 American companies that have shaped culture and society. Ford came out on top, with TIME saying: "Ford transformed the manufacturing process and also transportation for the average American, reshaping the development of cities and suburbs."

Today, the company recognises it is in the position to "redefine the future of mobility in the country" through electrification.

According to TIME, Bill Ford, Ford's Executive Chairman, says: "Just as my great-grandfather put the world on wheels to give people the freedom of movement, our approach to the modern era is rooted in that same spirit. Innovation is not just about building batteries or technology for its own sake; it is about making people's lives better.

"We are leveraging our position as the largest hourly auto employer in the US to ensure that the future of transportation is built by American workers for everyday American families."

Restructuring for electric acceleration

Jim restructured Ford in 2022 into distinct units to accelerate the company's electric vehicle ambitions.

The creation of Ford Model e as a dedicated EV division, separated from Ford Blue for traditional internal combustion engine vehicles, and Ford Pro for commercial services, enabled the automaker to sharpen its focus on the EV market. This strategic separation could allow Ford to compete more effectively in the rapidly evolving electric landscape.

Amid recent softening demand for EVs, Jim has moved towards a broader electric and electrified mix that includes hybrids, extended-range EVs and smaller, more affordable electric models to compete with Chinese automakers, particularly with the rising success of BYD.

Speaking on an episode of the Office Hours: Business Edition podcast in November 2024, Jim said that he was struck by a "shocking" discovery when digging into competitors' vehicles, encouraging him to take action that would allow the automaker to compete with Tesla and the rapidly evolving Chinese EV market.

He says that he knew diving into EV innovation was going to be "brutal business-wise", adding: "My ethos is, take on the hardest problems as fast as you can and do it in public because you'll solve them quicker that way."

While EV sales jumped in the US in the first quarter of 2025, Jim said in Ford's third-quarter earnings call in October 2024 that EVs will only make up 5% of the US car market in the near term.

Building the electric workforce

As part of Ford+, Jim is heavily investing in new talent, particularly from Silicon Valley, to shift the company culture toward software, connectivity and data-driven capabilities essential for electric vehicle development.

Ford and Carhartt, two Detroit-born companies, have formalised a long-standing relationship through a new multi-year strategic partnership focused on strengthening the "Essential Economy", announced at the Detroit Auto Show by Jim and by Linda Hubbard, CEO of Carhartt.

The collaboration focuses on workforce development, training the next generation of skilled tradespeople for the electric era, community building and durable products.

Discussing the partnership on LinkedIn, Jim says: "Ford and Carhartt have been working together on job sites for 100 years, now we're excited to step into a new partnership that makes sure America's workers have the best equipment and gear they can get."

This commitment to the American workforce could cement Ford's role in leading the nation's electric vehicle transition.