In a world seemingly racing toward electric vehicle dominance, Ford Australia has made a surprising yet pragmatic decision that’s raising eyebrows across the automotive industry. While many manufacturers are announcing ambitious deadlines to phase out combustion engines, Ford has chosen a different path for the Australian market—continuing to offer petrol and diesel options alongside their growing electric lineup.
This strategic move comes directly in response to what Australian customers are buying, not just what global automotive trends suggest they should want. It’s a fascinating case study of how regional preferences can diverge from worldwide patterns, and how a major manufacturer is adapting its approach accordingly.
The Australian Automotive Landscape: A Different Beast
Australia has always had a unique relationship with cars. Our vast distances, remote communities, and challenging terrains create driving conditions unlike those found in densely populated European cities or even American suburbs. When you’re crossing the Nullarbor or heading up to the Top End, range anxiety takes on a whole new meaning.
Sarah Thompson, a cattle station manager from Central Queensland, explains it perfectly: “I need a vehicle that can go 700km without thinking twice, that I can refuel in minutes anywhere, and that won’t leave me stranded if something goes wrong. The infrastructure just isn’t there yet for anything else.”
This practical mindset seems to be shared by many Australians. While electric vehicle sales have certainly grown—reaching nearly 7.2% of the market in 2023—the overwhelming majority of new car buyers are still choosing petrol or diesel options. Ford’s decision acknowledges this reality.
Peter Williams, Ford Australia’s Sales Director, recently commented: “We’re committed to an electric future, but we’re equally committed to giving Australian customers what they need today. The transition will happen at different speeds in different markets, and we’re prepared to support our customers through every stage of that journey.”
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What’s Driving Buyer Preferences?
The reasons behind Australian buyers’ continued preference for conventional powertrains are multifaceted and reveal much about both practical concerns and emotional connections to driving.
Infrastructure Challenges
The most obvious factor is infrastructure—or rather, the lack of it. Australia’s charging network, while improving, remains inadequate for the confidence needed for widespread adoption, particularly outside major urban centers.
The vast distances between towns in regional areas mean that even a 400km range (optimistic for many affordable EVs) creates genuine concerns. When the next charging station might be 300km away and temperatures are soaring past 40°C (requiring air conditioning that drains batteries faster), the calculation becomes clear.
Jack Martinez, who frequently drives between Adelaide and Darwin for work, puts it bluntly: “I can’t afford to gamble with new technology when I’m 200km from the nearest town. Maybe in five years, but not today.”
The Cost Equation
Despite falling prices, electric vehicles generally remain more expensive than their combustion counterparts. The entry-level Ford Puma with a petrol engine starts around $33,000, while comparable electric alternatives from other manufacturers often begin north of $45,000.
For many Australian families already struggling with cost-of-living pressures, this price gap remains a dealbreaker, regardless of potential long-term savings on fuel and maintenance.
“I’ve done the math,” says Melbourne accountant Diana Chen. “Even with petrol at $2 a liter, the payback period for the EV premium is 7+ years based on my driving patterns. That’s assuming nothing goes wrong with the battery, which would be a massive expense out of warranty.”
Practical Considerations for Australian Lifestyles
Australia’s love affair with utes (pickup trucks) and large SUVs shows no signs of waning. These vehicles are essential tools for tradespeople, farmers, and families who regularly tow caravans or boats.
While electric utes are beginning to enter the market internationally, their towing capacity, range while towing, and price points are still major concerns for potential buyers.
Michael O’Connor, a builder from Newcastle, expresses a common sentiment: “I load my ute with tools and materials daily, tow a trailer twice a week, and often head to remote sites. Show me an electric vehicle that can do all that for the same money as my Ranger, and I’ll consider it.”
Ford’s Balancing Act: Innovation vs. Customer Needs
What makes Ford’s approach particularly interesting is that it’s not an either/or proposition. The company continues to invest heavily in electrification globally, including in Australia. The Mustang Mach-E is expected to arrive in Australian showrooms soon, and the E-Transit is already making inroads in commercial fleets.
However, Ford Australia has wisely recognized that forcing the market prematurely could alienate its core customer base. Instead, they’re taking a more nuanced approach:
- Continuing to offer refined petrol and diesel options in popular models like the Ranger, Everest, and Puma
- Gradually introducing hybrid variants as stepping stones
- Bringing select fully electric models to market where they make sense
- Investing in education and infrastructure to ease the eventual transition
This balanced strategy acknowledges that automotive preferences aren’t just about specifications or environmental concerns—they’re deeply connected to people’s livelihoods and identities.
The Emotional Connection to Combustion
There’s also something less tangible but equally important at play: the emotional connection many Australians have with traditional vehicles. The sound of a burbling V8, the ritual of stopping at country servos, the confidence of knowing exactly how far you can push a tank of fuel—these experiences are woven into the fabric of Australian driving culture.
“My Mustang GT isn’t just transportation; it’s part of who I am,” says enthusiast Robert Dawson. “I’ve taken my kids on road trips in it, taught them to drive in it. That emotional connection doesn’t just disappear because a new technology comes along.”
Ford seems to understand this cultural dimension better than many competitors. Their decision to maintain petrol options allows for a gradual cultural shift rather than an abrupt change.
Industry Implications and Future Outlook
Ford’s decision could have ripple effects throughout the Australian automotive industry. Other manufacturers who had announced aggressive timelines for phasing out combustion engines might reconsider their approaches for the Australian market.
Industry analyst Elizabeth Wong notes: “What we’re likely to see is an increasingly regionalized approach from global manufacturers. The timeline for Europe or China won’t necessarily apply to Australia, the Middle East, or parts of South America where conditions differ significantly.”
For consumers, this likely means more choices for longer—a welcome development for those who aren’t ready to make the electric leap.
A Gradual Transformation
Despite the current preference for traditional powertrains, change is inevitable. As charging infrastructure improves, battery technology advances and prices decrease, the value proposition for electric vehicles will become increasingly compelling for more Australians.
Ford’s strategy appears to be about managing this transition thoughtfully rather than resisting it. By continuing to offer what customers want today while preparing them for tomorrow’s options, they’re positioning themselves as partners in the journey rather than dictators of its pace.
Engineering lead at Ford Australia, Dr. Jason Nguyen, provides context: “We’re developing vehicles with 10-15 year lifecycles in mind. The Australia of 2035 will have very different infrastructure and consumer attitudes than today. Our job is to bridge that gap in a way that brings everyone along.”
Respecting Consumer Choice
Ford’s decision to maintain petrol and diesel options in Australia while the rest of the automotive world rushes toward electrification is a fascinating case study in market responsiveness. Rather than forcing consumers to adapt to corporate timelines, they’re allowing the transition to occur organically as conditions evolve.
For Australian car buyers, this means continued access to the vehicles that meet their practical needs today, alongside growing options for those ready to embrace electrification. It’s a refreshingly customer-centric approach in an industry often driven by regulatory pressures and global strategies rather than regional realities.
As the automotive landscape continues to evolve, Ford’s willingness to adapt its global strategy to local conditions may prove to be not just good business but a template for how major transitions can occur with minimal disruption to consumers’ lives and livelihoods.
Frequently Asked Questions
Is Ford abandoning electric vehicles in Australia?
No, Ford is pursuing a dual strategy of offering both conventional and electric options to meet diverse customer needs.
Will Ford’s petrol vehicles become obsolete soon?
Ford is continuing to develop and refine their petrol and diesel engines, ensuring they’ll remain viable options for many years.
Are Australians resistant to electric vehicles?
Not resistant, but practical concerns about range, infrastructure, and cost are influencing current purchasing decisions.
When will Ford bring more electric models to Australia?
Ford has confirmed several electric models are coming to Australia in the next few years, including the Mustang Mach-E.
Will maintaining petrol options affect Ford’s environmental goals?
Ford maintains this approach aligns with their global sustainability targets by ensuring a measured transition rather than forcing premature adoption.