Ford’s Electrification Director: “I’ve never got love emails and notes like [these]”

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“I’ve never got love emails and notes like I get for this BEV — it brings many absolute joy,” says Kevin Layden, Ford’s director of Electrification Programmes and Engineering, on the customer response received from the Ford Focus Electric.

Ford is preparing to release five new electrified vehicles to the marketplace in 2012, so Layden recently did an interview with just-auto’s Dave Leggett on this and related matters.

Some highlights from the interview are below:

“Ford has what we call the ‘power of choice’. We can offer the customer a number of options and all the fuel alternatives that reduces your CO2 – or lessen the carbon footprint.”

“We should be able to satisfy 60-70% of customers on daily use as their primary vehicle…. We want to get everything right, down to the sales experience, delivery experience, all the components and making sure the introduction goes well.”

“In 2020 we are expecting between 10-25% of our fleet (vehicles sold) to be electrified vehicles — BEVs, hybrids and plug in hybrids [the figure now is 1-1.5%].”

Source: PRNewswire
Image Credit: Ford

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James Ayre

James Ayre's background is predominantly in geopolitics and history, but he has an obsessive interest in pretty much everything. After an early life spent in the Imperial Free City of Dortmund, James followed the river Ruhr to Cofbuokheim, where he attended the University of Astnide. And where he also briefly considered entering the coal mining business. He currently writes for a living, on a broad variety of subjects, ranging from science, to politics, to military history, to renewable energy.

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