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Darren Palmer

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115
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2022-03-18
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2022-03-18
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  1. “And we share my work, that could work. And by the way, the designers had gone from not the most excited to off-the-wall excited, didn't have time to talk to us, just busy creating. They immediately took the dinoch off again and started carrying on with the clay and they were off. So we went to the next department and we went interior.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “The greatest segment growth in where customers are going, especially millennial. So we wanted it to be there. We knew that. So therefore, we're talking about an SUV mustang. What might it look like? And in that first day, they started sketching. And we put together some of the Mustang cues with that SUV. And then we started to like what we saw. And then the designers got lost in it and then said, okay, leave us. We left them and then they said we're going to make a clay of that vehicle. And so we went away for the weekend and we came back early five, six a.m. on Monday morning and said, don't look at it. We walk away and they were putting dinoch onto it, which is the kind of silver foil that simulates a vehicle. And when we all turned around and we saw that first execution, we said, oh my word, that couldn't work. That could work.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “Attributes, but Ford need to have their own. And we said to ourselves, what brands do we have that could be worthy of what we're going to make and that could be synergistic? So the one that came to mind pretty quickly was Mustang. And the first time we said that, it sounded crazy, you know, and some people were very shocked by that. So we asked ourselves, what if It was a Mustang and then we started with the exterior design actually and we went downstairs to the design team who were working on a focus part two and I could tell you they weren't the most fired up and then we said what if and again they started to come to the table and we said what if we mixed it's going to be an SUV because that's the segment growth”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “Yeah, so we had originally planned a focus Bev part two, but we quickly realized due to human-centric work we were doing, and human-centric work puts you out with customers very early and you just talk with them about how they feel about things. You're not asking them exactly what they want, you're just talking to them about their lives and what they see. We discovered pretty quickly what they were looking for in this next generation was a technology product first. And, you know, there's one company out there which is really doing that, which is Tesla. They've been a leader in that space. And we noticed how customers of those vehicles were, they really liked the experience they got. And we said in that vehicle we're going to make, it needs to be a technology first vehicle. But we want to bring what is our spin on that? What is Ford? What does Ford bring to the table? Tesla has there.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “In his field now with a gas vehicle, and then the F 150 lightning, which is, of course, the big one for us, where we've got over 220,000 orders now, we had to switch the system off.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “So we made a plan of which vehicles to attack in which order and we made the strategic choice that every dev vehicle from forward will do things that gas never did, enabled by the technology. So none of them will be a car just with an electric motor in it. That's not what customers want. And that's what we did. The first thing we did in team medicine, which was $11 billion and made the first three cars, the Mustang Mac E, which you may have seen one recommended, the only electric car recommended in America. And now last week, and then e-transit is now just launching or nearly sold out already. And it is likely to be a leader in its field. It's already nearly 50% global.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  7. “And of three BMW M3. He said, I'm not interested. And I said, how can that be? And he said, well, because I've discovered the future, I can afford it and I deserve it. And we realized at that point these people, they're never going to buy the traditional vehicles that we had. They're buying a technology product. And we brought that realization back and said we need to completely change our plan. And that led us to leading with our icons.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  8. “A smartphone like an iPhone or similar. And at any price, they would never move back, which was very similar to the phone analogy. And I asked one of them, I offered them, hey, we need your car for testing. So I'll give you, I'll give you a free BMW M3 and two-thirds of your money back. And he said, I'm not interested. I said, how can that be? I said, well, I'm authorized to offer you 100% of your money back.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  9. “So the first thing to do was to determine where to play and how to win. And that meant we had to first understand, I mean, for the whole portfolio was that the time was $11 billion. So three or four cars. Coming through and the battery infrastructure and the charging infrastructure and all those things we had to do. So it was actually to work out where to play and how to win. And we quickly worked out, we went to California and I was talking to customers in California and quizzing them about their cars. And we determined quite quickly that they had transitioned to Bev and they would never come back. They were also delighted with their products. And it felt like they'd moved from a flip phone.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  10. “Huge amount because it's all about first you've got to work out what to do and then you've got to make it happen in a hundred year old company. And I can tell you making it happen was harder than determining what to do. So we formed and we moved ourselves outside of the main buildings and we formed a different culture really building it up from the ground. We had about 70 to 80 people handpicked each one and we were inspired by startups in California. So we spent time there early on to determine how they work, which is very different. We set up a culture extremely similar to that. We also went to China, to Norway where electric cars were prevalent to see what others are doing. And then we set about determining where to go at the time. It was an 11 billion dollar investment in electric cars. It's now today.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  11. “I'm aware that that really isn't what the market wanted. So we had to change something and we knew it was a cultural change. So we decided we either buy an electric car company, but then you have to transfer tens of thousands of people in one day or we try something different. We create a startup within Ford Motor Company. And that's what we decided to do. So a gent called Ted Hannis, really one of our top business leaders, was put in as the head of that group and he set about recruiting people internal and external to head up teamed. I was the first one in and when he told me the proposal, he convinced me to come in and that's where the journey started. And we had some external people, but not”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  12. “So, what was happening was we were trying to develop electric cars, but they would be measured by the same measures as gas cars. So they wouldn't meet the hurdles, the investment hurdles, the profit hurdles, the volume predictions. So we were getting nowhere. And in fact, we were going to make Ford focus their version two. And we knew that it was becoming increasingly...”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  13. “To do something called te medicine. And with my background, international and really open-mindedness was the key there. We formed a team called Team Edison to determine the future of electric cars for Ford. So that was about four years ago. And that was four and a half. And that was my move into electric cars.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  14. “Well, I've been very lucky in this career 29 years in Ford, and every time the last challenge finished, they offered me another challenge. So I ended up working all over the world on every type of cast vans, commercials, every class, B, C, CD class cars, increasingly larger and in luxury, and all around the world, India, China, South America, US, Australia. And at one point, I had plants on four continents and development center on four continents. So all of those different parts of experience led me to, I was starting to work on hybrids. And the company said, we want to do something different. We need to have a completely new approach to electric cars because we were trying and we were getting nowhere. They decided they...”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source

  15. “It sounds so long ago now when you say the 90s. Yeah, so my time was always to go into engineering. I think a lot of people in engineering know that they're destined for that. I really like mechatronics at the time. So the fusion of electronics and electrical with creating movement as well. So you know I wanted him to go into something of complex engineering. And I think somebody once said to me, planes take too long, trains don't have as much interest but cars are constantly changing over and they're a huge purchase in people's lives. So that's what made me look towards cars. And I looked at a number of car companies. But I think I always knew I wanted to go into auto. And I got a few offers, but Ford was the type of company that had a great reputation. And furthermore, makes cars for everybody. And I was interested in making cars for everybody.”

    2022-03-18 · Masters in Business · Darren Palmer on the EV Revolution (Podcast) · IDENTIFIED FROM THE TRANSCRIPT · source