Have you ever wondered whether automakers jumped on the electric-vehicle bandwagon too fast, without stopping to ask what you, the buyer, actually want? Recently, a former top Ford executive made waves by saying exactly that that the industry “went full bore” into EV production without thinking about the the customer first.
Let’s dig into what was said, why it matters, what missteps might have happened, and what this means for the future of EVs and consumers like you.
What Did the Former Ford CEO Say?
Mark Fields who was CEO of Ford from 2014 to 2017 recently criticized automakers for overcommitting to EV manufacturing capacity without sufficient consideration of consumer demand and preferences. He pointed out that many companies built up EV production aggressively, expecting buyers to follow, only to confront a tougher reality when uptake didn’t match expectations. (News report)
Fields argued that automakers lacked clarity about what it would take to convince consumers to adopt EVs at scale. He said that some of the big bets now look more like burdens than advantages, especially in light of incentives being rolled back and slower-than-expected adoption. (Business Insider)
He specifically mentioned that some automakers once boasted full EV lineups, only to find that those investments might now become “an albatross” given consumer hesitancy.
Why His Critique Resonates
Fields’ remarks aren’t just criticism for drama’s sake. They point to real tensions and challenges in the EV transition. Here’s why his perspective matters:
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Mismatch of supply and demand – Automakers anticipated stronger consumer adoption and may have overbuilt infrastructure, manufacturing capacity, and marketing expecting a faster shift.
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Consumer incentives changing – In the U.S., federal tax credits for EVs expired in September 2025, weakening a key lever many automakers were counting on. (Some reports)
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Cost pressures and profitability – EVs remain expensive to produce (batteries, rare materials, technology). If consumers aren’t paying premium prices, margins get squeezed.
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Infrastructure and convenience challenges – Range anxiety, charging access, and battery replacement concerns still affect purchase decisions.
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Behavior and mindset lag – Many consumers simply aren’t ready for a full EV shift; preference for gas/diesel, habits, and fears of new tech slow adoption.
Fields’ point is that the industry put too much faith in the shift happening purely by engineering and investment and not enough in understanding consumer psychology, cost sensitivity, and real-world obstacles.
What Automakers Possibly Got Wrong (and What to Watch)
Let’s be blunt shifting the auto world’s powertrain is massive. Mistakes were going to happen. But when you hear a former CEO say the industry “went full bore” without thinking about you, here are the likely miscalculations:
Overconfidence in incentives
Many EV adoption plans assumed long-term tax credits, subsidies, or regulatory push. When those fade or become volatile, demand can falter.
Assuming “if you build it, they will come”
Putting out a shiny EV doesn’t guarantee consumers will buy it unless you match features, cost, brand trust, and convenience. Building capacity ahead of demand is risky.
Underestimating consumer risk aversion
People worry about battery degradation, resale, charging infrastructure, maintenance costs. Many automakers may have underestimated how much those fears weigh on purchase decisions.
Ignoring regional differences
EV adoption varies by region, income, infrastructure. What works in coastal, urban markets may flop in suburban or rural ones. Automakers perhaps over-generalized.
Overextending promises vs reality
Committing to too many EV models, or positioning EVs as direct plug-in replacements for all gas cars, set high expectations that may not be met both technologically and economically.
Why Fields’ Warning Could Be Right (and Where It Might Be Off)
Fields’ view fits many observations. But like any critique, it has strengths and limits.
What makes it compelling
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He speaks from experience in Detroit and Ford’s transformation efforts
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He’s not speculating he’s seeing where some big bets are now under pressure
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The timing fits: some automakers are scaling back EV plans or taking charges as demand lags
What to question
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He might underplay long-term structural shifts (policy, climate regulation, tech improvements) that still favor EVs
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Some markets are still in early adoption what looks weak today may be stronger in 5–10 years
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Automakers face many constraints (supply chain, materials, regulations) that force certain bets
So his perspective is a healthy corrective, not a doom prophecy.
What This Means for You (the Consumer)
You’re not just a passive observer. This debate affects what options you see, how prices develop, and how the auto market evolves.
Here are some implications:
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Buyers may see slower model rollout or reduced options — Automakers might narrow EV offerings to best sellers first
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Incentives matter — Government policy changes (tax credits, rebates) will strongly influence what gets built and sold
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Used EV market becomes more critical — As newer models stall, demand and supply in used EVs could become a major battleground
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Hybrid or plug-in might stay relevant longer — Automakers may lean into transitional tech (hybrids, PHEVs) rather than full EVs everywhere
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Better consumer education needed — Understanding real total cost of ownership, charging infrastructure, and long-term costs will be key to confident purchase
If automakers ignored consumer concerns in their rush, it means you might be seeing fewer choices, slower price drops, or more cautious launches.
Case Illustrations & Industry Moves
Here are some examples and signals that echo Fields’ critique:
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General Motors recently announced a large charge and strategic realignment of EV capacity, as demand softened. Fields cited that. (Business Insider)
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Ford itself warned that the removal of EV incentives could severely reduce EV sales.
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Some automakers that once promised full EV lineups are pulling back or delaying certain models.
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Transitioning internal software platforms is proving expensive; some legacy automakers are abandoning ambitious “Tesla-style brain” efforts due to cost and complexity.
These show that the idealistic EV pivot is bumping into hard realities.
What Automakers Should Do (if They Want to Avoid This Mistake)
If automakers are listening to Fields, here are some strategic moves they should consider:
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Better market research & local adaptation — Understand what different buyer segments want, region to region
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Flexible production / scaling — Build lines that can pivot between EV, hybrid, or ICE based on demand
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Educate consumers, reduce anxiety — Transparency about battery life, warranties, charging, resale
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Focus on affordability & total cost of ownership — EVs must be compelling not just on tech, but on economics
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Partner for infrastructure — Charging networks, battery swap, fast charging those must be reliable
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Iterate and adjust fast — Be ready to slow or shift models if uptake lags
If automakers do these well, they may avoid repeating the “full bore mistake.”
The former Ford CEO’s critique that automakers “went full bore” into EVs without thinking enough about the consumer is a sharp reminder: technology and investment aren’t everything. You, the buyer, still hold the ultimate vote with your wallet.
If the EV transition is going to succeed broadly, automakers need to align their ambitions with what customers actually want, what they can afford, and how they’re ready to live with new technology. Ignoring that is what leads to overcapacity, write-downs, and buyer hesitation.
So as the EV landscape keeps shifting, keep your guard up. Watch incentives, compare total costs, push automakers with your questions because in the end, it’s not just about building EVs, it’s about making you want them.
FAQs You Might Be Asking
Q: Did all automakers make the same mistake?
A: Not exactly. Some paced more conservatively, others leaned harder. But many appear to have overestimated how quickly consumers would follow.
Q: Does this mean EVs are failing?
A: No. EVs still have major tailwinds (policy, emissions, innovation). But flaws in adoption speed and execution are being exposed.
Q: Will prices of EVs come down?
A: Probably battery cost declines, scale, competition will push downward pressure. But those gains may come slower than once hoped.
Q: Should I wait to buy an EV, given this turbulence?
A: That depends. If your driving patterns, charging access, and budget fit, buying now may still make sense. But it’s also wise to watch incentives, market shifts, and model reliability.
