Hau Thai-Tang, executive vice president of product development and purchasing, called it the most powerful and advanced SUV ever - and the first of a new Ford series.
"But the technological fruit of the entire auto spectrum's labor began to ripen in 2017". At the Detroit auto show Sunday, the company says it's doubling that to $11 billion. Well, it looks like The Ford Motor Company does not have any of those skeptics in its ranks.
USA carmaker Ford (NYSE:F) has outlined plans to invest $11 billion to develop electric vehicles (EVs) by 2022, bringing new excitement to the battery metals sector, including the graphite space.
Last year, America's biggest carmaker GM said it would add 20 new battery electric and fuel cell vehicles to its range by 2023. But some automakers are already taking pre-emptive steps to show the administration they're willing to boost US production.
Ford Australia said the strong-selling truck - nearly 90,000 of them found buyers in the USA in December alone, making it North America's best-selling vehicle - was not on the local radar, for now. This can lead to an increase in the company's market share in North America.
Ford's plans for winning hearts and minds include electrifying iconic models like the F-150, which are already deeply embedded in American culture. They are under pressure as well from Tesla's success in creating electric sedans and SUVs that inspire would-be owners to flood the company with orders.
Pickups are the most popular vehicles in the USA, and trucks unveiled at the show make clear that will continue for a long time.
Many auto executives interviewed at the auto show say they're afraid the US might pull out of the 24-year-old North American Free Trade Agreement, but they can't prepare for it because they don't know what, if anything will replace it.
Before he was promoted to the company's number-two previous year, Mr Farley ran Ford's European division, where he presided over a return to profitability amid sweeping cuts.
The shift in venue underscores the way new technologies are shaking up the automotive industry, presenting established United States auto companies with a host of potential new competitors from Silicon Valley and overseas. In this case, the company plans to cut the number of combinations on Escape, Fusion and EcoSPort from thousands to as few 10 for each vehicles to reduce costs.
"We will see whether demand will drive our (electric vehicle) sales or whether we will all be trying to catch the last customer out there", Zetsche said.
That's part of the message Ford is delivering to an industry conference as it continues trying to recast its image under CEO Jim Hackett.
"We're starting to telegraph where we're going to play in the electrified business around the world", he said.