Ford's EV and Software Chief Doug Field Exits Amid Major Restructuring

The departure of Doug Field, Ford’s vice president of electrification and software, marks a significant shift in the company’s strategy to transform itself into a leader in electric vehicles (EVs) and software. Field, who joined Ford five years ago from Apple and Tesla, is stepping down next month, with Alan Clarke, the current head of Ford’s California-based skunkworks lab, taking over as vice president of advanced development projects.

Field’s departure comes on the heels of a major writedown by Ford earlier this year, which saw the company take a $19.5 billion hit on its EV investment and discontinue several electric models, including the F-150 Lightning pickup truck. The move reflects a pivot towards hybrid vehicles and existing gas-powered trucks and SUVs, while also emphasizing the development of Ford’s Universal Electric Vehicle (UEV) Platform.

The UEV Platform is designed to underpin a whole family of low-cost EVs, with the first product expected in 2027. This platform will be a key component in Ford’s efforts to compete in the rapidly evolving EV market, which has become increasingly competitive since Field joined the company.

Field’s tenure at Ford saw the introduction of several new features, including BlueCruise hands-free driver-assist system and the Ford Digital Experience, an Android-powered infotainment system that enhances rather than blocks smartphone mirroring. However, there were also setbacks, such as the scrapping of the high-cost next-generation electrical architecture, FNV4 (fully networked vehicle). This decision was made to adapt Ford’s third-generation architecture, FNV3.X, to its entire lineup rather than building a new platform with a more limited application.

The loss of Field is not just a personnel change; it reflects a broader shift in Ford’s strategy and priorities. The company has been struggling to achieve the level of success it had hoped for in the EV market, and this departure signals a recognition that the company needs to adapt to the changing landscape.

Ford CEO Jim Farley praised Field for building a strong team that shaped the company’s high-tech capabilities. In his farewell statement, Field emphasized the importance of passing the baton to Ford’s industrial and manufacturing teams, which will be responsible for bringing the UEV Platform to market at scale.

The shake-up is part of a broader effort by Ford to transform its business and drive growth. The company plans to refresh 80 percent of its North American vehicle portfolio and 70 percent of its global portfolio by 2029, with new electric architectures, enhanced interior experiences, higher levels of automation, and integrated services and software products.

By the end of the decade, 90 percent of Ford’s vehicles will feature entirely new electric architectures, including zonal and partially zonal systems. This focus on electrification and software reflects a recognition that these areas are critical to the company’s future success.

As Ford navigates this period of change, it is clear that the company’s commitment to EVs and software remains unwavering. The departure of Field marks a new chapter in this journey, one that will be shaped by the company’s industrial and manufacturing teams as they work to bring the UEV Platform to market at scale.

Source: https://www.theverge.com/transportation/912647/ford-doug-field-leaving-ev-software