Ford CEO Jim Farley on China, Tariffs, and $30K Affordable EV Ambition

In a fresh episode of Decoder, Jim Farley, Ford’s CEO, thoughtfully discusses the company’s stance toward the People’s Republic of China, the impact of tariffs, and the ambition to create an affordable electric vehicle at around $30,000.

Farley unveils the Ford Universal EV Platform – a new platform for mass-producing electric vehicles that aims to lower costs, simplify supply chains, and allow Ford to offer cheaper EVs through higher production efficiency. The first model lineup is expected in 2027.

In the discussion he underscores China’s role as the “700-pound gorilla” in the EV space: a large domestic market, numerous local manufacturers, and substantial subsidies that create strong competition.

Farley’s Strategy: China, Tariffs, and the Ambition for an Affordable EV

According to Farley, for Americans with many financial needs – from vacations to funding their children’s education or buying a home – $30,000 is the ceiling they are willing to spend on a new electric vehicle.

“For people in America who have a lot of needs – want vacations, fund their children’s education or buy a home, $30,000 is the maximum they’re willing to spend on a new EV.”

The head of Ford also explained that global tariff policy significantly affects profitability. He said the U.S. government should ensure a level playing field in trade, since Ford depends on imported components, while at the same time striving to keep prices affordable for consumers.

“We’re simply asking for a level playing field.”

The discussion also touched on integrating Ford’s digital experience with CarPlay and Android Auto, future AI assistants in the cabin, and the role of transparent controls for infotainment systems to enhance safety and driving convenience. Farley emphasized that Ford is focused on innovations that will be user-friendly both in the U.S. and beyond.

He also highlighted the concept of the “Essential Economy” and the need to revive blue-collar workers: investments in training, plant modernization, and the development of technical skills to reduce dependence on imports and support domestic American manufacturing.

In the end, Farley stressed Ford’s ambition – not only to roll out a cheap EV, but to shape a competitive strategy that combines consumer comfort with technological excellence and domestic production. The company is committed to real progress and efforts to achieve the stated goals in the coming years.