Ford hasn’t had the best luck with profitability on its electric vehicle business, but the automaker is not shying away from aiming at the cheaper end of the EV spectrum. CEO Jim Farley recently confirmed that the company would purse sub-$30,000 electric models with its next-generation product line, and said that its existing models would become better in the meantime.

Farley noted that company executives are aware of buyers’ desire for more Affordable EVs, noting Ford’s recent price cuts on the Mustang Mach-E, which gave the SUV a striking sales bump. The automaker’s hybrid models are quite popular, however, driven to a large degree by its expansive fleet business.

Ford’s gas-vehicle business, particularly its trucks, continues to generate strong revenues, giving it an advantage over electric-only automakers like Tesla, which has reportedly wavered in its desire to create an affordable electric car. Despite its struggles with EV profitability, the company feels confident that its lower-cost models won’t push it further into the red, as Farley expressed his belief that Ford would figure things out in the next few years.

CEO optimism is nothing new, as it’s often the only thing propping up companies’ stock prices. Tesla CEO Elon Musk recently announced a robotaxi program that will debut in August but also noted that the company would focus on accelerating more affordable model development. At the same time, it’s unclear how Ford plans to reach profitability with cheaper vehicles, as it’s slowed investments in new factories and other related areas.

[Image: Ford]

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