Ford Has No Desire to Be the 'Apple of the Automotive Industry'

As it eyes an all-electric future, the carmaker's Europe marketing chief leans into its American swagger

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When Tesla launched in 2003, its mission was to “to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”

Fast-forward almost 20 years and every major car manufacturer has entered the ring, from Volkswagen to Toyota, Peugeot to Ford. EV sales now account for 10% (about 7.8 million) of all new cars sold globally, up 8.3% year over year, according to industry forecaster LMC automotive.

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