Tesla CEO Elon Musk and Ford CEO Jim Farley have cut a deal that will allow Ford EV buyers to get high-speed charges at any of 12,000 Tesla Supercharger stations – which is a win for Tesla and for Ford EV buyers frustrated by the uncertain reliability and random locations of non-Tesla public fast-charging stations. Ford shares popped 6% Friday.
But there’s more to this deal.
EV charging currently has a “Beta-VHS” problem. The plugs used on non-Tesla vehicles and charging stations aren’t compatible with Tesla Supercharger plugs. Adapters exist, but they are expensive and clunky.
Tesla and Ford want to push other automakers and charging network operators to adopt the Tesla/NACS charging standard and end the confusing EV charging plug war that some – including Farley and Musk – see as a barrier to wider EV acceptance.
General Motors – No.2 in the U.S. EV market during Q1 – said Friday it is sticking with the rival CCS charging plug standard. CCS is “a truly universal solution available today for fast charging,” GM said.
Ford will adopt Tesla’s charging plug hardware for its next generation of EVs due out in 2025. The NACS plugs Tesla uses are lighter than the plugs used by most other automakers. Light is good for EVs. Tesla has been campaigning to make its plug the North American standard.
Hardware format wars are a turn off for consumers. Imagine if every gas station had four or five different-sized fuel nozzles, each designed to fit only certain brands of vehicle. (It’s enough for customers to discern the difference between diesel and gasoline nozzles – or in certain states, choose between 100% ethanol and zero ethanol.)
Tesla has developed the best-managed, largest and most visible EV charging network in North America. By adopting Tesla’s plug standard, Ford more than doubles the number of fast-chargers that owners of Ford Mach-E, F-150 Lightnings and future Ford EVs can use to top off range at speeds within hailing distance of a petrol fuel stop+bathroom break.
Farley told analysts earlier this week that Ford cannot be all things to all people but must choose carefully where to compete as the EV market undergoes rapid evolution.
Ford is betting that joining the Tesla charging ecosystem will conserve resources it will need to fight Tesla’s Cybertruck, General Motors’ electric Silverado and Stellantis’ electric Ram as they try to grab share from Ford’s future electric truck and SUV franchises.
Somewhere, a business school professor is celebrating. The problem of what case to use in next year’s strategy class is solved.