Ford reveals plan for $700M plant, jobs at Rouge plus all-electric Ford F-150 secrets
September 21, 2020 17 min read
Ford Motor Co. revealed Thursday an audacious plan to build a $700 million plant at the Rouge complex that would create the first all-electric F-150, the nation’s bestselling vehicle.
Ford reveals the 2021 F-150 pickup truck and it is full of innovation
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“This plant mirrors the story of America and American manufacturing,” said Bill Ford Jr., executive chairman, during an event at the manufacturing site livestreamed on YouTube and Facebook. “This is where the industrial revolution took hold, where the arsenal of democracy was forged, where parents and grandparents and great grandparents built not only cars and trucks but their own American dreams.
“Today is about the future and the Rouge has always been the center of innovation,” Ford said, noting that construction of a modern manufacturing center had begun right behind the stage on which he was standing.
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This year’s COVID-19 crisis made it clear why it is so important for companies like Ford to help keep the U.S. manufacturing base strong and help the country get back to work, he said, acknowledging the efforts of UAW members.
Undated photo of the Ford Rouge complex.
1923–Ford Rouge Plant tractor assembly line
1928–Rouge Plant Model A assembly line
Henry Ford drives the automaker’s 20 millionth vehicle, a Model A, from the assembly line at the Rouge Assembly Plant in Dearborn.
1934–Edsel and Henry Ford with early V8 engine
Seventeen days after his 28th birthday in 1945, Henry Ford II succeeded his grandfather, Henry Ford, to become president of Ford Motor Company. Henry Ford II is talking with employees at the company’s Rouge manufacturing complex in Dearborn in this photograph taken in about 1945.
In September 1943, Aviation Cadet William Clay Ford, 18 year old son of Edsel B. Ford, is learning about airplane engines while working in the Aircraft Building of the Rouge plant. Wearing coveralls and an identification badge like thousands of other Ford employees, he has been employed on assembly of the 2000 horsepower Pratt and Whitney Aircraft engine.
In the Aircraft Engine Plant There Was a Five Minute Pause – The aircraft engine plant at the Rouge factory was Edsel Ford’s pride and joy. It was fitting that all activity should come to a brief stop there as the funeral services for Edsel Ford started in 1943.
Lee Iacocca, as a young man, already president of Ford Motor Company, pictured here in front of the River Rouge Plant in 1971.
Saleswomen for the Ford Motor Co. at the River Rouge Plant in 1934
Men work at the Ford Motor Company’s River Rouge Plant in Dearborn in April 1937.
1940 – EMPLOYEES PIECE IT ALL TOGETHER AT THE ROUGE. Henry Ford’s plan for the Rouge Complex was to be able to manufacture every aspect of the vehicle in one place. Here, the sewing department is shown cutting large foam pieces for use in different parts of the vehicle, likely the new, wider, more comfortable seats in the 1941 Ford lineup.
1943–Ford Aircraft Plant employee
Joyous Ford Rouge workers celebrate the end of World War II after Japan surrenders Aug. 14 1945
1945 – POST-WAR, PRODUCTION RESUMES As WWII came to an end with the surrender of Germany and Japan, Ford Motor Company once again began production of passenger vehicles in mid-1945. The Rouge worker in this image is adding tires to one of the plant’s first post-war vehicles.
Body Assembly near the end of the production lines at the Rouge Plant brings the shiny new 1946 Ford car to the delivery point. The first of the post V-E Day automobiles was driven from the plant in a ceremony attended by Ford officials in July 1945.
One hundred million horsepower in aircraft engines has been produced by the Ford Motor Company. Raymond R. Rausch, superintendent of the company’s Rouge plant, left and Lt. Col. P.G. Hart, AAF resident representative, inspect the 50,000th Pratt and Whitney engine made by Ford.
FIRST TANK engine built by Ford Motor Co. since the end of World War II began its 500-hour acceptance test run last week at the Rouge plant. Watching the start of the dynamometer test are Charles H. Patterson (left), general manager of the Ford engine and foundry division; James M. Waggoner (middle), tank plant manager, and Lt. Col. R. J. Bedell of Detroit Ordnance District. Ford has a $40,000,000 tank-engine contract.
An employee at Ford Motor Company’s Rouge plant rehabilitates a WWII aircraft engine mount for use during the present emergency. After reconditioning, the mount will be shipped to the company’s Aircraft Engine Division plant in Chicago for use in the production of Pratt and Whitney B-36 aircraft engines. Ford is currently rehabilitating many WWII fixtures and machines for use in the defense effort.
1936 – WORKERS TAKE MATTERS INTO THEIR OWN HANDS Enter the Dearborn Truck Plant today and likely you will notice robot arms sparking as they weld pieces of the F-150 truck together. However, prior to the advancements of assembly line automation, workers had to do that welding by hand. Here, a worker welds the body of a Ford automobile in “B” Building at the Rouge.
1939 – TOOL AND DIE LIVE HERE, TOO A vitally important part of the Rouge are dies used to create car parts. Here, an employee of the Tool and Die Shop grinds an integral vehicle part for future use.
1934 – OPPORTUNITY FOR ALL AT THE PLANT Henry Ford believed that given an opportunity, everyone could be productive, even people with disabilities. This was quite evident following WWI, when he said, “Every opportunity possible must be given the disabled veteran.” The Rouge employed nearly 12,000 individuals with some sort of physical handicap between the world wars.
1943 – WOMEN STEP IN TO SUPPORT THE WAR EFFORT Women always have been part of the workforce at Ford Motor Company, but during WWII, they took an even greater role in manufacturing. With so many men on the warfront, Ford brought in women and trained them for production work.
1946–Ford Rouge B Building cars leaving assembly line
New 1950 Ford passenger cars are shown rolling off the final line of the Ford Division’s Dearborn Assembly plant.
1955–Ford Dearborn Assembly Thunderbird body drop
A Ford Rouge plant workman makes adjustment on a vehicle as it rolls off the final assembly line in Dearborn in Detroit on Nov. 6, 1967.
One of 205 ovens at the Rouge Plant where coal is baked for over 16 hours to make coke.
An assembly worker installs a 3.5 EcoBoost engine in the final assembly at the Dearborn Truck Plant in Dearborn in September 2013.
Dan Brown of Warren removes doors from bodies at the Ford Motor Co. Dearborn Truck Plant in April 2004 at the Rouge complex in Dearborn. This truck’s cab sits on a skillet, or moving pallet that raises and lowers the product to meet the height necessary for the particular duty at that point along the assembly line
The first 2015 Ford F-150 truck comes off the assembly line at the Dearborn Truck Plant at the Ford Rouge Center on November 11, 2014 in Dearborn.
UAW’s Jimmy Settles, left, Executive Chairman of Ford, Bill Ford, center, CEO Mark Fields and a plant worker Kenneth Payne II are all on hand to celebrate the launch of the new 2015 F-150 at the Dearborn Truck Plant at the Ford Rouge Center in November 2014.
From this overpass, where fighting occurred between Ford Motor company employees and UAW who were attempting to distribute literature, Ford workers changing shifts Aug. 11, 1937, at the River Rouge plant in Dearborn, watch unionists pass out a “Ford” edition of their paper. Few accepted it. There was no violence.
Richard Frankensteen, United Auto Workers organizational director, with coat pulled over his head, is pummeled by Ford Motor. Co. agents at the gate of the Ford River Rouge Complex in Dearborn on May 26, 1937. Ford security personnel were countering the UAW efforts to organize employees at the factory complex.
1938–Rouge Plant gates 3, 4 and 5 UAW demonstration
First of an estimated 60,000 River Rouge employees cast their ballots Sept. 16, 1947 in Dearborn in a week-long poll on a proposed $200,000,000 pension plan for 107,000 Ford Motor Co. production workers. The voters are members of the CIO United Auto Workers.
Ford Motor Co 1949 Strike. UAW strikers picket the auto entrance at Ford’s Rouge Plant.
Pickets cheer racing children in front of Rouge plant main gate in 1949. Hilarity beneath the overpasses replaces weeks of tension and turmoil.
The raw basic materials of automobiles lie here at the Rouge plant in huge open storage bins. Giant bridge cranes pick up the iron ore and limestone and deliver these to the blast furnaces to be made into iron and later steel.
Ford Motor Company freighters Ernest R. Breech and Benson Ford, which make trips between Wisconsin and the Ford Rouge plant in Dearborn, Michigan, with ore in 1978.
A symbol of the Dearborn’s progress is this great locomotive moving freight at the Ford Rouge plant in 1935.
Rouge rail road, date unknown
The Ford Motor Company Rouge Plant. The train in the foreground has a “trailer train” to carry new cars.
Mike Rinaldi, President of UAW Local 600, stands at the sign in front of his headquarters on Dix and points to the Ford Rouge Plant in 1983.
Smoke spews after an explosion at the Powerhouse building on the grounds of the Ford River Rouge plant, Monday, February 1, 1999.
Building Inspectors walk past an upper level wall that was apparently an explosion point at the Powerhouse building on the Ford Rouge grounds, Thursday, February 4, 1999.
Sedum plants are on the roof at the Ford Dearborn Truck Plant assembly building in October 2013. The glass structure in the background is designed to be skylights for the assembly workers below. 2013 marks the 10th anniversary of the industrial living roof that is 10.4 acres which is about the equivalent of 10 football fields.
Ford Executive Chairman Bill Ford briefs Facebook CEO Mark Zuckerberg on the operations of Ford’s Rouge Manufacturing complex in Dearborn on on April 27, 2017.
Afternoon sunlight streams into the under construction 1,700,000-square-foot Rouge Truck Plant in December 2002. Built on the grounds of the Ford Rouge Complex, the factory features multiple skylights that will brighten the interior and lower energy costs. The new plant, scheduled to open in the summer of 2004, will employ 2000 workers to build the F-150 pick-up truck.
At the Ford Rouge Plant, Miller Road, Dearborn, job applicants use a police car parked at the entrance to fill out forms for jobs in February 1978.
The Rouge Complex in Dearborn in April 1999.. Miller Road is on the right and along the bottom is Dix Highway.
Aerial of the Ford Rouge Plant in June 2012.
This aerial view shows Ford Motor Company’s Rouge Plant in Dearborn with the Ford Rotunda and the Administration building in the foreground.
The DIA’s Diego Rivera Court in February 2015.
55/55 SLIDES
The new Rouge Electric Vehicle Center will add 300 jobs as part of the project, which will support battery assembly and production of the F-150 PowerBoost hybrid and fully electric F-150.
Ford is just beginning to build its redesigned 2021 F-150 at the Rouge complex and Kansas City Assembly with plans to ship to dealerships starting in November. This latest announcement about the electric version comes despite economic challenges worsened by the pandemic, and keeps a commitment to new jobs and investment plans negotiated as part of the four-year UAW labor contract.
“When we had our agreement in the fall with the UAW, this was part of our total plan,” Gary Johnson, Ford chief manufacturing and labor affairs officer, told reporters prior to the event. “From a manufacturing standpoint, I didn’t have any discussions with the current (U.S. presidential) administration. It was all part of our UAW national contract.”
While Ford had mentioned a significant planned investment in southeast Michigan previously, this is the first time the company has confirmed its location and announced a new plant.
The rationale behind a separate facility points to flexibility, Johnson told reporters. “We will use the current body and paint shop” in collaboration with the new building, which will be about 500,000 square feet. He declined to reveal manufacturing capacity, saying demand will drive decisions.
“The building — it’s going up,” Johnson said. “Expectation is we’ll have the building completed sometime next summer. We’ll start doing our early prototype builds as part of our launch plans. So, more to come. The steel is up.”
F-150 torture
The all-electric pickup is planned to hit the market in mid-2022.
Ford proudly noted that of the more than 2 million full-size pickups made in the U.S. in 2019, Ford UAW members assembled nearly half or twice as many as any other automaker.
“The electric F-150, which is undergoing tens of thousands of hours of torture testing and targeting millions of simulated, laboratory and real world test miles, will be more powerful than any F-150 available today,” Ford said in a news release.
While competitors are staking out the electric truck market, Ford is confident.
(L to R) Jim Farley, the COO at Ford and incoming CEO, and Bill Ford Jr., executive chairman, pose for photographs in front of a new 2021 Ford F-150 after their press conference at the Dearborn Truck Plant in Dearbornon Thursday, Sept. 17, 2020.
Bill Ford Jr., the executive chairman at Ford, comes on stage during a press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
An old Ford F-150 is shown on the video screen as Bill Ford Jr., the executive chairman at Ford, talks about the history of Ford truck plant during the press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020. The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
Bill Ford Jr., the executive chairman at Ford, talks about the history of Ford truck plant during the press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020. The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
With a video screen behind him showing footage from inside the truck plant of Ford F-150’s being built, Bill Ford Jr., the executive chairman at Ford, talks to the media during the press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
Bill Ford Jr., the executive chairman at Ford, talks about building an addition to the Dearborn Truck Plant for electric vehicle production during the press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
Workers from Ford Motor Company’s Dearborn Truck Plant in Dearborn listen to Bill Ford Jr., executive chairman at Ford, talk during a press conference at the Ford Motor Company Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
Bill Ford Jr., the executive chairman at Ford, talks about how the Dearborn Truck Plant was able to reverse course and build ventilators when COVID-19 happened during a press conference at the plant in Dearborn on Thursday, Sept. 17, 2020.
Workers from Ford Motor Company’s Dearborn Truck Plant in Dearborn listen to speakers at a press conference at the plant on Thursday, Sept. 17, 2020.
With a 2021 Ford F-150 in the foreground, Jim Farley, the COO at Ford and incoming CEO, is projected on the big screen talking to the media during a press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
Bill Ford Jr., the executive chairman at Ford, listens during a press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020. The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
Ford Motor Company Dearborn Truck Plant workers listen to Jim Farley, the COO at Ford and incoming CEO, talk to them and the media during a press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
(L to R) Bernie Ricke, the president of UAW Local 600, and Gerald Kariem, UAW-Ford vice president, talk about the partnership with Ford during a press conference at the Ford Motor Company Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
(L to R) Bill Ford Jr., executive chairman at Ford, and Gerald Kariem, UAW-Ford vice president, talk on stage after the press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
Jim Farley, the COO at Ford and incoming CEO, talks to the media after his press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
With a 2021 Ford F-150 on the video screen behind him, Jim Farley, the COO at Ford and incoming CEO, talks to the media during a press conference at the Ford Motor Company Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
Debbie Manzano, Ford’s Dearborn Truck Plant plant manager, waves to the attendees at a press conference at the plant in Dearborn on Thursday, Sept. 17, 2020.
(L to R) Larry Reynolds, 62, of Milford, who works in the body shop at the Dearborn Truck Plant and Dallas Brighton, 42, of Onsted, Michigan, a team leader in the body shop at the Truck Plant, check out the large and spacious truck bed in the 2021 Ford F-150 after a press conference at the plant in Dearborn on Thursday, Sept. 17, 2020. The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
Larry Reynolds, 62, of Milford, who works in the body shop at Ford Motor Company’s Dearborn Truck Plant, gives an elbow bump to Jim Farley, the COO at Ford and incoming CEO, after his press conference at the plant in Dearborn on Thursday, Sept. 17, 2020.
Jim Farley, the COO at Ford and incoming CEO, talks to the media after his press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
Jim Farley, the COO at Ford and incoming CEO, talks to the media after his press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.The press conference was about the 2021 Ford F-150, the expansion of the Dearborn Truck Plant and the all electric F-150 coming in 2022.
The 2021 Ford F-150 is displayed during a press conference at the Dearborn Truck Plant in Dearborn on Thursday, Sept. 17, 2020.
22/22 SLIDES
“This is the truck that’s going to lead Ford and the entire industry into a new era,” said Jim Farley, Ford chief operating officer and incoming CEO.
He pointed out that he has been with the company for 13 years, while his familly has been with Ford since 1913, when his grandfather first clocked in at the Highland Park Plant.
“Simply put, this isn’t a gimmick. It’s a workhorse, not a show horse destined for a shiny garage filled with four other luxury cars,” Farley said in a statement released prior to the event. “It’s not for ‘never nevers’ — never tow, never haul — it’s for serious truck owners.”
He thanked the union workers who produce an F-150 “every 52 seconds at the Rouge” for the “people who build America … the backbone of our economy.”
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‘Most powerful’
Kumar Galhotra, president, Americas & International Markets Group, talked with reporters before the event and said of the all-electric Ford F-150:
“It will be the fastest F-150 ever” in terms of 0 to 60 mph.
“It will be the most powerful.”
“With the battery and the electric motors, it will have most torque of any F-150 we’ve ever built, and the torque will be instantaneous. … It totally changes the driving dynamics.”
“It will have a giant frunk … or a trunk in the front.”
“Bidirectional power transfer, so you can obviously charge it or you can use the power for powering your home or the work site.”
New technology on the electric F-150 will allow mobile power generation so people may use trucks as a power source for camping, too.
Battery use will be transformational, and performance will be enhanced, Galhotra said. The look and feel of the all-electric F-150 will be different but “stay true to the Built Ford Tough DNA,” he said.
Ford determined the “work customer” will play a key role, based on research involving current and potential F-150 owners. They want the ability to “seriously power a work site for their tools,” Galhotra said. And “when you remove the engine from a vehicle” the size of the F-150, it creates a substantial storage space in the front of the truck to store work equipment.
The hybrid will be available with an onboard generator, and the electric F-150 has far more power than consumers can imagine.
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Ford is also launching a new “Built for America” ad campaign in September, running commercials during news, scripted programming and sporting events, Matt VanDyke, director of U.S. marketing, told reporters.
As part of the ad campaign, Ford is spotlighting its commitment to American jobs as the automaker that builds and sells more than 75% of its vehicles in the U.S., more than any other automaker, and employs the most hourly automotive workers here.
Meanwhile, two of its high-profile launches this season, the all-electric Mustang Mach-E and Bronco Sport, are being built in Mexico. Ford had built the discontinued Fiesta in Mexico and had untapped capacity, the company said.
“If we produce in Mexico, we can ship to Europe duty free,” Galhotra said. “That certainly enters the picture. … For the Bronco Sport and Mach-E, we had plants that had open capacity. It’s better to fill that rather than build brand new facilities. We’re committed to manufacturing but we do take other things into account when we build outside the United States.”
Bill Ford, who hosted a visit from President Donald Trump in May, said the issue of jobs and manufacturing is core to the national interest and urged political unity.
“We can’t have a strong economy or a strong democracy without a strong manufacturing base,” he said Thursday. “I’ve sat with presidents of both parties who understand this. This is not and should not be a political issue.”
In mid-September 2018, Ford hinted that something might be in the works during a time of reflection about the 100th anniversary of the Rouge.
“I describe it as the heartbeat of the company,” he said at the time. “We make the F-150 there. It’s our flagship, built by the best workers in the country. Whatever we do in the future, we’ll do it at the Rouge.”
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This is game changing! An all-electric version of the best selling vehicle in the US and built right here in Southeast Michigan – that’s win-win!
This commitment to American manufacturing leads innovation and climate leadership. https://t.co/dE9GPgFurD
Contact Phoebe Wall Howard: 313-222-6512or [email protected]. Follow her on Twitter @phoebesaid. Read more on Ford and sign up for our autos newsletter.
This article originally appeared on Detroit Free Press: Ford reveals plan for $700M plant, jobs at Rouge plus all-electric Ford F-150 secrets
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