Cue the automotive and EV puns… Last month, I wrote about differences between sustainability value propositions for B2B and B2C relationships. Trellis (formerly GreenBiz) recently provided an example of these differences and pivoting strategies. According to the article:
“In September, Ford said it would deemphasize consumer EVs and sell more commercial EVs as part of its new plan to improve EV sales and profitability. Ford plans to launch a ‘digitally advanced’ commercial van in 2026 and medium- and full-size electric pickups in 2027. The automaker also plans to update existing software and services such as BlueCruise and Ford Pro Telematics, which help fleets improve efficiency, monitor vehicles and driver behavior, and manage maintenance and repairs.”
Clearly, Ford sees B2B as the engine for its EV business, not consumers. Other companies should learn from Ford before their own sustainability programs run out of gas. Consumers tend to be finicky and tire quickly, but corporate buyers are frequently locked into plans, contracts and programs for the long haul.
And with that, I’m all out of puns. Diesel be da only ones.
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