Nrhiav kev sib npaug ntawm Ford Motor Co. tam sim no yog, zoo, muag heev.
Wall Street tau qhuas txog kev hloov kho tshiab tsis ntev los no thaum qee tus neeg ua haujlwm cringing.
Qhov "kev cuam tshuam ntawm tib neeg" yuav yog "qhov nyuaj heev" vim tias cov tuam txhab tsim tsheb qub tau txuas ntxiv ua cov neeg ua haujlwm hloov pauv tsim los pab lub tuam txhab sib tw hauv ib puag ncig muaj zog, Ford CEO Jim Farley tau hais lub hlis no.
Pivoting los ntawm internal combustion engines (ICE) rau hluav taws xob, thiab faib lub tuam txhab rau hauv cov roj av- thiab hluav taws xob tsom rau pawg, nqa kev tsis paub meej thiab ntshai.
"Kuv yawg tau ua haujlwm ntawm Rouge cog thiab cov haujlwm ntawd yuav hloov," Farley hais rau cov neeg tuaj saib lub Peb Hlis 10. "Lub sijhawm dhau mus, thaum peb tau txais 40% hluav taws xob, peb tsis yog yuav ntxiv 40% ntau ntxiv. Nws yuav hloov pauv. …
"Cov haujlwm ICE lossis cov cav sib txuas lossis cov haujlwm sib dhos, cov chaw muag khoom, cov neeg muag khoom - Nws yuav hloov ntau heev. … Yog tias peb ua qhov yog, peb yuav loj hlob tuaj ces yuav muaj ntau txoj hauj lwm rau sawv daws. Tab sis nws yuav yog cov hauj lwm sib txawv - ib txoj hauj lwm cog roj teeb. Ib txoj hauj lwm ua hluav taws xob lub cev muaj zog yog qhov sib txawv ntawm qhov peb ua niaj hnub no. "
Hnub Monday, Ford tshaj tawm ntiav Jennifer Waldo los ntawm Apple los ua lub luag haujlwm tseem ceeb ntawm tib neeg los ua ib tus neeg uas tau coj kev hloov pauv hauv lub koom haum thiab nrhiav cov txuj ci tshwj xeeb rau kev sib tw high-tech txoj haujlwm.
Christopher Smith, yav dhau los Lub Tsev Haujlwm Saib Xyuas Hluav Taws Xob nrog cov kws tshaj lij hauv tsoomfwv txoj cai tswjfwm thiab kev ruaj khov, pib nws lub luag haujlwm ua Ford tus thawj coj tseemfwv txoj haujlwm hauv Washington, DC, lub hlis tom ntej tswj hwm kev lag luam hauv tebchaws thiab thoob ntiaj teb.
Ib chav tsev uas muaj cov neeg nyob hauv lub sijhawm hais lus ua ntej lub hli no tau mloog Farley hais txog qhov tseem ceeb ntawm F-Series cov tsheb thauj khoom franchise los tsim cov billions xav tau los them rau kev nqis peev tsheb hluav taws xob.
"Qhov nyuaj tshaj plaws uas kuv xav tias peb tab tom ntsib tam sim no, yog, koj yuav ua li cas qhia rau ib pab neeg uas tau txais nyiaj txiag tag nrho - paub tias qhov ntim yuav poob qis, paub tias yuav muaj kev ua haujlwm tsawg dua - koj yuav ua li cas thiaj txhawb tau lawv. los ua txoj haujlwm ntawd thaum peb tab tom tsim cov tsheb digital zero emission tsheb?” Farley nug.
Tattoo koj
Ib feem ntawm qhov teeb meem, nws hais tias, yog tias tib neeg tsis txaus siab rau qhov tseem ceeb ntawm cov tsheb Ford qee cov neeg siv khoom nyiam heev uas cov duab ntawm lub tsheb - F-150 thiab Mustang classic - yog tattooed ntawm ntau lub cev.
Tab sis txawm hais tias kev hloov pauv huab cua yog qhov teeb meem thoob ntiaj teb, thiab txo qis emissions uas ua rau muaj teeb meem yog qhov tseem ceeb tshaj plaws ntawm tsoomfwv thoob plaws ntiaj teb, lub sijhawm loj dua yog ua cov khoom lag luam digital.
"Kuv xav tias tib neeg tau txais kev hloov pauv ntawm cov tuam txhab tsheb tsis raug," Farley hais. "Qhov kev hloov pauv tseem ceeb rau peb yog ob yam: Muaj peev xwm muaj cov khoom lag luam digital uas koj ua cov khoom lag luam zoo dua txhua hnub los ntawm kev hloov pauv huab cua," ntau txoj kev xov tooj ntawm tes thiab khoos phis tawj hloov tshiab tam sim no.
"Qhov teeb meem tiag tiag ntawm peb lub tsheb yog, lawv tsis ntse," Farley hais. "Yuav tswj lub tsheb, peb xav tau 3,000 semiconductors. Peb muaj txog 140 modules uas tswj lub tsheb - qhov rais tswj module, kis tau tus mob module. Txhua tus ntawm lawv yog outsourced mus rau tier ib tug automotive lwm tus neeg. Lub software tsis yog los ntawm peb. Yog tias peb xav hloov kho software ntawm ib qho ntawm cov ... peb yuav tsum mus tau txais kev tso cai los ntawm peb tus kheej cov neeg xa khoom. "
'Txhua yam txuj ci sib txawv'
Tsim cov cuab yeej hluav taws xob zoo tshaj plaws zoo li qhov siv ntawm lub xov tooj ntawm tes, Ford tuaj yeem hloov lub tsheb kom suav nrog "kev kwv yees tsis ua tiav" rau nws cov neeg siv khoom lag luam ntau kom tsis txhob muaj sijhawm poob qis, piv txwv li.
"Thiab qhov ntawd yuav tsum muaj peev xwm sib txawv," Farley hais. "Peb tsis muaj peev xwm ntawm Ford. Tab sis peb yuav tsum xyuas kom meej tias cov txuj ci ua haujlwm nrog cov neeg ntawm Ford. Nov yog ib yam. "
Tom ntej no yog qhov xav tau rau kev sib koom ua ke thiab lub sijhawm los xauj tsheb, vim tias tsawg thiab tsawg tus neeg tuaj yeem them tau tsheb.
Farley tau hais tias "Kev siv hluav taws xob yuav ua rau nws hnyav dua, qhov tseeb," Farley hais.
Lub nkoj loj tshaj plaws hauv Asmeskas yog Uber tsav tsheb nrog 1.2 lab ntawm txoj kev, thiab kev caij tsheb sib koom tsis siv tsheb tsim rau lawv, nws hais. “Txhua lub tsheb yog hloov tsheb muag khoom. Lawv tsis zoo rau cov neeg caij tsheb sib koom ua lag luam. "
Tag nrho cov ntsiab lus no rau kev tsim cov khoom tshiab nrog cov txuj ci tshiab.
ntxiv: Ford ramp up raws li kev sib ntaus rau EV domination nyob teb chaws Europe heats li
Tsis muaj leej twg ntawm Ford siv lo lus nteg tawm lossis kev yuav khoom tab sis Kumar Galhotra, tus thawj tswj hwm ntawm Ford Blue, tau hais tias automaker yuav ua haujlwm nrog cov neeg ua haujlwm kom hloov pauv.
“Txhua yam yog nyob ntawm lub rooj. Nws yuav tsum yog. Yog tias peb yuav rho tawm $ 3 nphom hauv ob mus rau peb lub xyoos tom ntej ... peb yuav ua haujlwm nrog txhua tus neeg koom tes ua qhov no hauv kev sib koom ua ke, " nws hais rau cov neeg sau xov xwm nyuam qhuav pib lub hlis no.
Kev taw qhia Ford Blue kom tsom mus rau cov tsheb thauj khoom zoo tshaj plaws, SUVs thiab vans nrog pab pawg Ford Blue sib txawv ua haujlwm ntawm kev tsim kho thev naus laus zis yog kev daws teeb meem rau kev ua tsis tau zoo, Farley tau hais.
"Kuv zoo li tau saib pab pawg tswj hwm tawm tsam nrog qhov kev hloov pauv no los ntawm 7 mus rau 8 lawv tau ua haujlwm ntawm cov khoom siv chip, los ntawm 9 txog 10 lawv tau sim nrhiav cov lithium thiab npib tsib xee, los ntawm 10 txog 11 lawv tau ua haujlwm rov qab los ntawm kev tswj emission rau ib qho. Super Duty, ”nws hais. "Koj tsuas yog tsis tuaj yeem hais kom tib neeg ua ntau yam sib txawv."
ntxiv: Ford CEO ntiav Doug Field deb ntawm Apple hauv 'kev tawm tsam loj'
Kev tsim khoom thiab thev naus laus zis yuav txuas ntxiv kev sib koom tes, tab sis Farley xav kom cov kws tshaj lij hauv qee thaj chaw kom txav lub tuam txhab mus tom ntej sai dua thiab ua tau zoo.
Tus neeg siv khoom Super Duty yuav tsis yuav lub tsheb hluav taws xob txhua lub sijhawm sai sai vim tias lub cev tsis nyob deb txaus los thauj cov khoom loj rau qhov ntev ntawm qhov kub thiab txias ntawm qhov chaw siab, nws hais.
Txog li 50% ntawm kev lag luam xav tias tseem yuav los ntawm cov tsheb siv roj av los ntawm qhov kawg ntawm lub xyoo caum, thiab cov tsheb no muab cov nyiaj tau los tseem ceeb, Farley tau hais ntxiv.
Tab sis cov tsheb roj av tseem xav tau cov thev naus laus zis thev naus laus zis tshiab txhawm rau ua kom thev naus laus zis tam sim no.
Farley tau hais tias "Yuav muaj kev ntxhov siab ntau hauv qhov tshiab (lub tuam txhab) tsim," Farley hais. “Peb yuav pom tias nws mus li cas. Peb mam li saib seb peb qhov kev twv txiaj puas yog lossis tsis yog. "
Cov theem tom ntej no, thaum Ford yuav tsum tsim cov ntim siab, roj teeb hluav taws xob tsheb, yog thaum tswj cov saw hlau yog qhov tseem ceeb rau tag nrho cov tswv yim, nws hais.
"Txhua txoj kev rov qab mus rau cov mines," Farley tau hais tias, ceeb toom kev sib koom tes nrog cov tuam txhab roj teeb thiab kev siv zog rau hauv cov khoom siv hluav taws xob hluav taws xob thiab silicon, inverter, lub cev muaj zog.
“Peb yuav tsum ua txhua yam ntawd. Nws yog cov lus tshaj tawm ua haujlwm sib txawv, "nws hais. "Peb nyob rau lub sijhawm uas cov saw hlau xa khoom yog qhov txiaj ntsig zoo. Tsis yog cov khoom zoo tshaj plaws yeej xwb. "
Tos, dab tsi?
Farley tau hais txog qhov tsis txaus ntseeg thaum lub sijhawm sib tham nrog Chuck Robbins, CEO ntawm Cisco Systems, lub tuam txhab thev naus laus zis uas tsim, tsim thiab muag software, khoom siv sib txuas lus thiab kev ruaj ntseg wireless thiab cov kev pabcuam.
Thaum piav qhia txog cov khoom siv hluav taws xob rau cov khoom siv hluav taws xob - suav nrog cov chips semiconductor, nco chips, kev cai silicon, uas tam sim no yog 20% mus rau 30% ntawm cov ntsiab lus ntawm lub tsheb los ntawm qhov kev xav ntawm tus nqi - Farley tau piav qhia txog cov khoom lag luam hnub tim uas sau cov khoom siv raw. kev txiav txim los ntawm cov neeg muag khoom los ua ke nrog cov sijhawm tsim khoom.
Robbins xav tsis thoob.
"'Nws zoo li, 'Koj khiav qhov ntawd rau lub sijhawm?' Kuv hais tias, 'Yog.' Nws yog, zoo li, 'Yog tias koj ib leeg ib qho ntawm cov ntawd, koj puas muaj tus qauv tsim ntawm lub txee, lwm txoj hauv kev, twb tau tsim kho?' Tsis yog. 'Koj puas muaj software kom tau txais cov chips tsawg?' Tsis yog. Nws zoo li, 'Kuv ntseeg tsis tau tias koj khiav koj txoj kev lag luam tag nrho li ntawd,' "Farley tau hais rau lub Peb Hlis 10.
Lub sijhawm ntawd zoo li txhawb nqa yam uas tus tshiab Ford CEO paub intuitively.
ntxiv: Ford CEO muab cov neeg ua haujlwm paub txog cov ntaub ntawv hais txog Tesla, kev sib tw ua ntej
ntxiv: Ford CEO hais tias automaker raug muag tawm ntawm lub tsheb fais fab: Nws txhais li cas tiag
Farley tau hais tias "Peb yuav tsum khiav peb cov saw hlau sib txawv dua li peb muaj," Farley tau hais. "Nyob rau hauv-lub sijhawm ua haujlwm zoo rau cov cuab yeej ntsuas thiab cov rooj zaum tab sis nws tsis ua haujlwm zoo rau cov khoom siv hluav taws xob tseem ceeb no uas yuav yog qhov tseem ceeb heev."
Lub luag haujlwm tshiab
Qhov no txhais tau tias Ford yuav tsum tau mus ncig nws cov neeg muab khoom thiab "mus rau txoj cai ntawm cov khoom siv peb tus kheej, ua qhov kev kuaj xyuas lub cev, muaj lwm txoj hauv kev tsim kho yog tias muaj kev txwv, ntau ntawm kev sib koom ua ke ntawm kev muaj peev xwm, saib ntawm daim ntawv qhia kev thev naus laus zis," Farley hais. . "Yog li ntawd yog ib yam uas peb yuav tsum ua."
Tsis tas li ntawd, kev nkag mus rau cov khoom siv raw rau cov roj teeb tseem ceeb uas yuav tsum tau ua kom txhua lub tsheb hluav taws xob yog qhov tseem ceeb. Ib feem ntawm qhov ntawd yog roj teeb rov ua dua tshiab thiab rov siv dua ua tiav los ntawm cov koom tes nrog Redwood Materials tshaj tawm rau lub Cuaj Hli.
Thiab ib feem ntawm nws yuav yog roj teeb chemistry, Farley tau hais.
Cov neeg ntawm Ford tsis ua cov haujlwm no niaj hnub no.
Ntawm kev yos hav zoov rau txuj ci
Sam Fiorani, tus lwm thawj coj ntawm lub ntiaj teb lub tsheb kwv yees ntawm AutoForecast Solutions, tau hais tias kev lag luam tsheb tsis tshua muaj kev kawm los ntawm nws qhov kev ua yuam kev uas xov xwm ntawm Farley xav txog cov ntaub ntawv raw yog qhov tshiab.
"Cov tuam txhab txiav txim siab raws sijhawm (kev xa khoom) yog cov lus teb rau txhua yam thiab lawv tsis muaj chaw cia khoom," Fiorani hais rau Xov Xwm Dawb rau hnub Monday. "Lub tswv yim yog tias cov neeg muag khoom sab nraud tuaj yeem tsim tshwj xeeb hauv cov rooj zaum lossis cov roj txhaj tshuaj lossis txhua yam koj xav tau. Yog li koj tso siab rau tus neeg muag khoom los muab tag nrho cov rooj zaum thiab cov roj injector. "
Qhov no ua rau muaj kev txwv ntau dhau, nws hais. "Yog tias koj tsis muaj qee qhov ntawm tes, qee qhov chaw khaws khoom, thiab yog tias muaj teeb meem, koj yuav tsum nres ntau lawm hauv ib hnub lossis ob lossis peb zaug."
Farley cov lus piav qhia ntawm cov neeg ua haujlwm uas yuav xav tau lub suab zoo li cov neeg uas tsis tau siv tag nrho lawv lub neej ua cov tsheb sib xyaw ua ke, Fiorani tau hais.
"Lawv yuav tsum paub txog cov roj teeb, lub cev muaj zog, hluav taws xob los txhim kho cov khoom siv," nws hais. "Cov neeg ntawm Ford yuav tsum tau txais kev nplij siab lawv tsis xav txog rau lub hlis hauv kab. Lawv tab tom xav txog rau xyoo dhau los. "
Cov neeg ntawm Ford Blue yuav tsum muaj cov haujlwm ruaj ntseg tej zaum rau lawv cov hauj lwm, vim tias cov tsheb ICE yuav tsis ploj mus tag kis, xyoo tom ntej lossis hauv 10 xyoo, Fiorani tau hais. "Tab sis lawv yuav tsum tau npaj rau lub sijhawm tom ntej ntawm tsheb, uas yuav yog digital."
Qhov no txhais tau tias ntau tus kws tshaj lij hluav taws xob thiab cov kws kho tshuab tsawg dua, nws hais.
Lub tsheb lossis tsheb thauj khoom yog ib qho piv txwv. Nws muaj lub cav roj av uas tig cov kis uas tig lub log. Qhov ntawd tsis tau hloov hauv 100 xyoo.
Lub sijhawm no, Marick Masters, tus xibfwb ntawm Mike Ilitch Tsev Kawm Ntawv Kev Lag Luam ntawm Wayne State University, tau hais tias lub sijhawm tseem ceeb heev uas yuav tsum tsis txhob ua ntau yam kev xav tau los ua kom tiav cov kev xav tau tam sim ntawd ntawm Ford.
“Nws yuav siv sij hawm dhau mus rau Farley los ua niam txiv thiab txhim kho cov txuj ci hauv tsev. Lub luag haujlwm ntawm cov dej num uas nws yuav tsum tau ua kom tiav txhawm rau txhawm rau daws cov teeb meem cuam tshuam nrog cov saw hlau nyob rau hauv ib puag ncig muaj kev kub ntxhov yog qhov nyuaj dhau los ua rau koj tus kheej, "Masters hais rau Xov Xwm Dawb. "Kuv xav tias nws yuav tsum ua dab tsi yog nrhiav cov tuam txhab uas muaj peev xwm ua qhov no, rau qhov loj, kev ua haujlwm ib leeg uas tuaj yeem pub rau hauv cov tuam txhab lag luam uas twb muaj lawm."
Farley tau hais thaum lub sijhawm nthuav tawm tsis ntev los no rau cov kws tshuaj ntsuam xyuas kev lag luam tias yuav muaj kev tshaj tawm ntxiv.
Txawm li cas los xij Ford ntsib kev nyuaj siab txuas ntxiv mus tshem tawm cov nqi thiab tsom mus rau kev siv hluav taws xob, thiab qhov ntawd txhais tau tias txhua yam thiab txhua tus uas tsis muaj kev txawj ntse tshiab tsim nyog kom ua tau raws li lub hom phiaj yog "yuav siv tau," Masters hais.
Tag nrho cov kev txiav txim siab no tau raug tshuaj xyuas dua thaum lub sijhawm muaj kev tsis sib haum xeeb thoob ntiaj teb thiab kev nom kev tswv nrog rau kev cuam tshuam kev thauj mus los.
Lub cib fim los ua ib lub cim Asmeskas yog "evocative," Farley hais tias Lub Peb Hlis 10.
“Yog li kuv xav hais tias, 'ua qhov hloov txhua hnub. Ua ib kauj ruam. Nco ntsoov tias koj cov kauj ruam yuav ua rau muaj qhov sib txawv.' Tab sis kuv xav tias qhov zoo siab tshaj plaws yog peb muaj lub sijhawm los rov tsim kho lub tuam txhab uas muab lub ntiaj teb rau lub log. Peb tsis tau muaj caij nyoog li 100 xyoo lawm. Yog li cas lub ntuj raug txim (yog) peb tos?"
Hu rau Phoebe Wall Howard: 313-618-1034 or [email tiv thaiv]. Ua raws li nws ntawm Twitter @phoebesaid. Nyeem ntxiv rau Ford thiab xee npe rau peb autos tsab ntawv xov xwm.
Qhov tsab xov xwm no tseem tshwm nyob rau USA hnub no: Ford CEO hais tias automaker xav tau 'txhua yam txuj ci sib txawv' kom ua tau raws li cov hom phiaj
Tau qhov twg los: https://finance.yahoo.com/news/ford-ceo-says-automaker-needs-100500378.html