Automotive Engineering - April 2023 - 32

Spelling FORD with an 'e'
Model-e's mission
includes design,
engineering and
development of propulsion
systems, energy storage,
charging solutions, embedded
software and hardware, and UX for
Ford EVs (F-150 Lightning shown).
Ford Motor Co.'s new Model e team aims to transform the 120-year-old
auto giant. Meet some of its new technology leaders.
by Lindsay Brooke
O
ne year ago, Ford Motor Co. kicked off a
new era in its long history when it bifurcated
into two strategically interdependent
auto businesses. Ford Blue, the " traditional "
business, is responsible for the ICE and
hybrid vehicles whose profits currently fund development
of EV and connected-vehicle technologies.
The new Ford Model e aims to provide " start-up
speed and unbridled innovation, " asserted Ford
CEO Jim Farley. Model e will literally be the " motor "
in FoMoCo that delivers the revenue bonanza Ford
leadership believes will come from connected vehicle
services and, at some point, EV sales.
With Model e, Ford essentially created a new comDoug
Field
pany within the company. It required a team of " the
world's best software, electrical and automotive talent, " Farley said,
many of them young engineers from the tech industry and EV startups.
Their mission includes design, engineering and development of EV propulsion
systems, energy-storage and charging solutions, embedded
software and hardware, and UX.
The " watershed moment " for Model e, Farley said at the March
2022 launch, was hiring Doug Field to lead the new organization. The
32 April 2023
former Tesla VP of engineering and
Apple VP of special projects began
his engineering career at Ford in
1987. " Doug's got all the right stuff
for where we're headed, " a Model-e
engineer told SAE Media. " We hope
he's here for the long run. "
Field has kept a low profile since
joining Ford, choosing to eschew
media interviews. He has spoken of
his " deep desire " to help remake the
auto industry. " My focus right now is
transitioning the company to fully
software-defined vehicles and helping
our customers get more out of
their businesses and lives through new, truly differentiated
products and services, " he told a small media
event in Dearborn last December, attended by SAE
Media, in which he introduced some of the Model e
executive team.
Joining Ford EV engineering veterans Chuck Gray and
Darren Palmer are these new key players on Field's team.
AUTOMOTIVE ENGINEERING
BOTH IMAGES: LINDSAY BROOKE

Automotive Engineering - April 2023

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