Ford CEO Jim Farley voiced concern about where the electric-car market is heading. In his view, sales of the brand’s electric vehicles could amount to roughly five percent of the total U.S. auto market in the coming years, a signal that this category’s overall influence may retreat.

Ford Motor Company has run into its own setbacks, having lost about half of its market share in the EV segment. The slide stems from a lineup that lacks breadth and from the absence of major technical updates to existing models, which cooled buyer interest. The diagnosis sounds blunt, but it tracks with how shoppers respond when choice and fresh hardware are in short supply.

To fix the trajectory, Ford’s leadership is reworking its playbook. The focus now is on affordable electric vehicles designed to win over a wider audience with attainable pricing and everyday functionality. A key piece of that plan is a budget-friendly electric pickup, with production slated for 2027. It’s a pragmatic pivot that puts value and usability front and center.