Ford Motor Co's chief electrification executive reveals the company’s weaknesses and opportunities

According to an announcement of chief electrification executive at Ford Motor Co, issues associated with charging network and availability of battery raw materials are considered to be critical factors restraining demand for electric vehicles and, as a result, the company’s growth. The key to solving these problems might be vertical integration. 

At an EV conference in London, Doug Field, chief advanced product development and technology officer for Ford's Model e outlined that building the needed infrastructure is one of the key elements of electric vehicles popularization. However, the improvement of charging network will require the producer to coordinate many processes in order to leave no worries to consumers.

Field also said that the benefits will get to those companies which strategically planned deliveries in advance and accumulated all the necessary materials for years ahead. In addition, he noted that many organizations will have to turn to the methods of vertical integration that haven’t been used for decades.

According to Reuters, Field also presented the idea that Ford’s future vehicles will be able to surpass the functionality of a cell phone. For example, by using an augmented reality (AR) technology during driving.

Ford is continuing the development of a hands-free driving technology, or a so-called  “conditional autonomy”, as well as a more complex user interface, which will be provided by a specific software and particularly placed cameras and speakers.

Field believes in the Ford’s possibility to create an unbelievable experience for consumers, which will make them feel like they’re in a futuristic sci-fi movie.