Ford EV
Image credit: Ford

It’s well-known that Ford is working on an as-yet-unnamed, 300-mile range electric crossover, inspired by its pony-car Mustang model, but a recent comment from the marque’s chairman, Bill Ford Jr. seems to further indicate a shift towards performance, rather than economy.

At a recent luncheon event, Ford announced that the vehicle will ‘go like hell’ – a reference to his uncle, former-President Henry Ford II in the days when the automaker was taking on Ferrari at Le Mans.


"When we first started talking about electrification, there was this thought that there had to be a tradeoff: It was either going to be green and boring and no fun, or really exciting but burn a lot of fossil fuels," Ford was quoted as saying.

"Electrification has come to the point that you can do both."

The comment seems to reveal an evolution in the marque’s thinking, in comparison to the strategies for two of its other zero-emissions vehicles, both of which have been discontinued.

Don’t call it that

The vehicle was initially codenamed “Mach 1” but the company’s president of global markets, Jim Farley confirmed the monicker was dropped quickly.

“We put that out there to evaluate it. There are pros and cons. I don’t want to handicap it at this point, but we got a very strong reaction from people.”

The vehicle has been rumoured to be potentially be renamed to the ‘Model E’.

An interesting 2014 tussle over model names saw Ford tee up against Tesla.

Tesla originally wanted to call it’s Model 3, the “Model E”, thereby making the brands first three models, namely the Model S, the Model E, and the Model X add up to an amusing abbreviation, but in a board meeting that year, Tesla CEO Elon Musk announced that it would drop its trademark following threats of legal action. At the time, Musk said that “Ford tried to kill sex.”

In 2018, Ford announced its intention to go ‘all-in’ on EVs following a change in CEO. New CEO Jim Hackett started an internal, EV-focussed team called ‘Team Edison’ whilst also moving one third of investments focussed on internal combustion engines to EV.

At the time, Musk said that “Ford tried to kill sex.”

Now Ford could aim to use the name for its own electric vehicle.

The automaker’s electric vehicle division, Team Edison has allegedly been feeling pressure from Wall Street to demonstrate the brand’s vision for electrification.

The hybrid-driven crossover will arrive in 2020, and the manufacturer has a hybrid model slated for release later that same year, whilst an all-electric version of the brand’s F150 truck is also in the works.