Ford CEO: Branding Strategy in China Needs Rethinking Amid EV Boom.

Ford CEO Jim Farley said the company needs to rethink its brand for China's booming and hyper-competitive electric vehicle (EV) market, where sales of battery-electric and plug-in hybrid vehicles are booming. Farley said the only premium brands succeeding in China were all-electric from the start, with a focus on technology, the "digital experience" of drivers and services. He mentioned domestic players Xpeng, Nio and Li Auto as companies that were getting it right.