Ford registered a marginal increase in profits for the second quarter of 2024, but the company’s share price tumbled after its earnings release amid poor performance on the electric vehicle (EV) front.
The company blamed the loss on factors such as “ongoing industry-wide pricing pressure,” referring to price wars in the electric vehicle industry.
Ford’s EV division has lost $2.46 billion in the first half of this year. In 2023, the segment had registered a net loss of $4.7 billion.
The company’s gas and hybrid divisions and its commercial segment reported profits for the second quarter.
Ford is expecting the EV division to see a full-year loss of $5 billion to $5.5 billion, given “continued pricing pressure and investments in next-generation electric vehicles.”
“We look forward to proving our EV strategy out. That has become more realistic and sharpened by the tough environment. Thankfully, we scaled years ago. We are confident we can reduce the losses and sustain a profitable business in the future with everything we’ve known,” he said.
While Ford’s EV losses negatively affected second-quarter profitability, the company pointed to another reason: an increase in warranty reserves used to cover expenses for repairing customers’ vehicles.
Chinese Competition, EVs a ‘Huge Drag’
When asked by an analyst during the earnings call about whether Ford can make low-cost EVs at a profit without their Chinese partners, Mr. Farley said it is possible.While China has an advantage in making highly affordable batteries, its companies do not have an efficient design for other EV components, according to the CEO.
“We’re betting on them as our affordable platform, they have really designed breakthrough EV components with our own design that we think are better and cheaper. And we have a very competitive battery localized with the [Inflation Reduction Act (IRA)] benefit,” he said.
“And it needs to return the cost of capital on its own and not be subsidized. ... And the real turning point for us, not only is our flat costs in [the EV segment] this year, but most importantly, it'll be the profitability in our next cycle of products,” he said.
Ford does not plan to launch Gen 2 EV vehicles “unless we can get to a profit and a return on that capital that we’re investing there at the pricing environment that we now understand is reality.”
Ford has scaled down its EV investments because of the large losses faced by its EV business. The company has delayed its second joint venture battery plant, cut the size of its lithium iron phosphate plant in Michigan, and backed out from a joint venture battery plant in Turkey.
The survey found that the high cost of EVs, lack of convenient charging options, and anxiety about vehicle range were the key reasons that prospective buyers were hesitant to choose EVs. Three out of 10 respondents also said they won’t be able to install a charging station where they live.
Despite surveys showing falling demand for electric vehicles, the overall EV market value in the United States is projected to increase in coming years, according to a report by Fortune Business Insights.
The report estimates that the EV market will rise in value by more than 25 percent annually, to $137.43 billion in 2028 from $28.24 billion in 2021.
“Promotion activities and government policies are helping to overcome prevailing consumer barriers related to vehicle range, higher upfront costs, insufficient model availability, and lack of awareness,” the report reads. “These factors will influence the U.S. electric vehicle market forecast.”