Ford’s upcoming electric cars will be “awesome” because they have to be.

That’s according to Ted Cannis, who heads up Team Edison, the new division overseeing Ford’s

They include a Mustang-inspired performance SUV, an electric F-150, a partnership with electric truck startup Rivan and other Michigan-made models that have yet to be revealed.

Cannis is aware that Ford’s most recent battery-powered effort, the Focus Electric, was lukewarm at best and designed with environmental regulations rather than customer expectations in mind. But those expectations are evolving as much as the technology is. Even after a decade of electric cars spreading across the U.S. market, a new survey commissioned by Ford discovered that many consumers are still pretty clueless about them.

numerous battery-powered vehicle projects.

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