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18/08/2026

Reward Electric Miles, Not Just Metal: A Common-Sense Path to Lowering Emissions

We all want a cleaner, zero tailpipe-emissions future, but change doesn’t happen overnight. At Ford, we believe the best way to lower emissions isn't through strict regulations — it’s by building vehicles that actually fit into people's real lives, creating a pathway that customers can realistically take and encouraging behaviour change that will have a lasting impact.

Right now, many policymakers in Europe are taking an "all-or-nothing" approach. They want drivers to switch from petrol or diesel to pure electric vehicles. For some customers this is too great a leap, and to ignore this fact would be a mistake.

If we force everyday families and small businesses to buy a new electric vehicle before they are ready, they will respond by holding onto their older, higher-polluting cars and vans for longer. Just a one per cent drop in people replacing their old cars can lead to a stall in the rate of the reduction in CO2 emissions equivalent to two million combustion-engined vehicles. ¹

To get everyone on board, we need a different path — one that offers drivers greater flexibility and rewards them for every mile they drive in electric mode. The quickest route to net zero is the path people actually take, and our incentives need to encourage everyone to engage in the mission. An electric vehicle is the best solution if it works for you today, but for those it doesn’t suit, there must be an alternative.

Plug-in hybrid technology is one option that gives drivers the best of both worlds: pure electric driving for the daily commute, the ability to charge at a standard power outlet, and a petrol engine for longer road trips. Yet, some policymakers look down on hybrids because they worry drivers won't plug them in.

"If we want to reach a zero-carbon emissions world, we must put people first. ”

Jim Baumbick, President, Ford Europe

The problem isn't the technology, but how we reward its use.

Look at Sweden versus the UK. In Sweden, if you charge your hybrid at home, your employer can reimburse you tax-free. Because of this smart incentive, the majority of Swedish PHEV drivers do about 70 per cent of their trips on pure electric power. 1 In the UK, where those incentives don't exist, that number drops to just 10 per cent. 1 Same cars, completely different habits. Sweden rewards the green miles driven, not just the metal sitting in the driveway.

This practical approach is even more critical for small businesses. A local plumber or delivery driver can't afford to have their van sit idle at an expensive public charger. But if they can charge a hybrid van at home overnight, their running costs plummet to around €3.50 per 160 kilometres, compared to €23 for diesel.

If we want to reach a zero-carbon emissions world, we must put people first. By making electric mobility more affordable, practical, and rewarding, everyday drivers will help lead the way.

Key Takeaways

• Crash diets don't work: Pushing some drivers to switch to pure electric cars before they are ready can result in drivers holding on to older, dirtier vehicles longer, which has a significant impact on CO2 emissions.
• Hybrids deserve another look: Alongside pure electric vehicles, plug-in hybrids (PHEVs) offer fuel-free driving for daily errands with the flexibility of a petrol engine for longer trips.
• Reward the behaviour, not just the purchase: Sweden proves that when you give drivers financial incentives to plug in at home, those with home charging will do up to 70 per cent of their driving on electricity. Greater rewards for customers to maximise electric driving, not penalising PHEVs, will help reduce emissions and highlight the benefits of pure electric journeys.
• Keep businesses moving: For small businesses, hybrid vans keep costs down and jobs moving without impacting productivity and forcing them to rely on public charging.

Jim Baumbick is President of Ford Europe.

Disclaimers:

1 According to Ford internal data