Ford calls for ‘Minister of Electrification’

Ford has echoed the recent message from the Society of Motor Manufacturers and Traders for a unified initiate to breakdown barriers to the adoption of electric vehicles.

A survey commissioned by Ford found that confusion still reigns among the majority of UK consumers, with three quarters of car buyers admitting they don’t know the difference between pure electric and hybrid, and 43% saying they don’t understand the technology enough to consider an electric vehicle.

Meanwhile, affordability (53%), charging infrastructure (51%) and range (37%) remain the most common concerns for potential buyers.

In response, Ford has said that a range of stakeholders – including national and local government, energy providers and vehicle manufacturers – need to come together with a unified goal to meet the electrification challenge.

It has proposed a Minister for Electrification to help coordinate a comprehensive electrification strategy for the UK.

Meanwhile, Ford is launching an electric vehicle roadshow in a bid to familiarise motorists with the technology and assuage fears.

Andy Barratt, managing director at Ford of Britain said: “While the move to electrification is gathering pace, there’s no mistaking that this is a huge task ahead of us that will require fundamental efforts to ensure consumers are taken on the journey, and the first step is understanding what their options are. Our roadshow will help demystify electrified vehicle options for all of our customers and give them all they need to make the right choice to fit their lives.”

Tech journalist Georgie Barrat, who has been commissioned to break down some of the terms, added: “Technology has always been something that excites me but I totally understand that not everyone is at the same stage on their journey. For me, it’s all about making things easy for anyone to understand. There is no need for fancy language when something instead can be made simple to grasp. That’s why I was so excited to work with Ford on the Go Electric campaign and help make electrification accessible to everyone.”