So far, Ford has been pretty conservative with its electrification strategy, with its green car lineup only consisting of the Fusion and C-Max Hybrid and plug-in Energi models as well as the Focus Electric. The Blue Oval confirmed earlier in the year that it was developing a new pure electric SUV built from the ground up, but that’s only coming in 2020.

A report by Electrek, however, suggests that Ford may be shifting more of its focus (geddit?) towards zero-emissions vehicles, after the appointment of Jim Hackett as CEO. The 62-year-old, who replaced Mark Fields in May, quickly poached former Ford executive Sherif Marakby from Uber, in order to lead its electrification and autonomous driving efforts.

Although Hackett and Marakby have only been in their new positions for months, Morgan Stanley analyst Adam Jonas has issued a optimistic note to clients saying, “We expect Ford to go ‘all-in’ on EVs. With an emphasis on pure EVs. Hybrids? Not so much. Prior management was vague with how its US$4.5 billion (RM19.3 billion) investment in ‘electrification’ would be allocated. We are hopeful for a significantly upgraded level of transparency, given the pace of change in EV adoption and expenditure worldwide.”

That US$4.5 billion Jonas referred to was initially announced in 2015, and Ford followed that up in January this year by confirming hybrid F-150 and Mustang models, a Transit Connect plug-in hybrid, a hybrid-powered autonomous vehicle and the aforementioned electric SUV. The latter was the only full EV confirmed for production, out of the 13 electrified vehicles the company promised to bring to market by 2020.

Even with his optimism for Ford’s upcoming electrification strategy, however, Jonas said that investors may not be so eager to back it. “We expect Ford’s next strategy to be more open to partnerships, new structures and entities, and a far greater emphasis on all-electric powertrains. However, we are not convinced investors are prepared for the required sacrifice to near term profit,” he said.

Ford’s market capitalisation was recently surpassed by Tesla despite the latter’s annual production being just a fraction of Dearborn’s monthly output. The auto giant still garners a majority of its profits from its F-Series pick-up trucks, and it has not ruled out the possibility of an all-electric F-150.