Automotive tech is constantly evolving, with three emerging powertrain technologies vying for dominance: hybrids, EVs, and hydrogen fuel cells.
Hybrids have become the preferred choice for many consumers, leading to the 2024 American Customer Satisfaction Index (ACSI) study. Brands like Toyota and Subaru topped the charts with 83 points each, reflecting the high value placed on the convenience and reliability of hybrids. Consumers appreciate hybrids' extended range and ease of fueling, especially compared to the dependability concerns that continue to plague EVs.
Recognizing these consumer trends, Ford is recalibrating its approach to EVs, slowing its all-electric plans in favor of hybrids. The company is investing $400M to refocus on more affordable and practical hybrid models while still planning for future electric offerings like a commercial van 2026 and a cutting-edge electric truck, Project T3, in 2027.
Meanwhile, once sidelined in the consumer market, hydrogen fuel cells are finding new life in heavy-duty applications. Despite an 82% drop in consumer sales in 2024, hydrogen is gaining traction in sectors like trucking and marine transportation, bolstered by $7B in government support.