DUNTON, UK – Lisa Brankin, Chair of Ford Britain and Ireland, has called on the UK government to review its Zero Emissions Vehicle (ZEV) Mandate as soon as possible, advocating for a more pragmatic and customer-centric approach to the transition to electric vehicles.
Speaking at SMMT Electrified - the UK automotive industry's leading forum focused on the transition to zero emission vehicles - Lisa stressed that the current ZEV mandate trajectory poses significant commercial challenges, particularly for UK manufacturers.
“The UK needs to review the ZEV Mandate and adjust the pace of the trajectory for full zero emission vehicles,” she told more than 450 senior leaders from the global automotive industry, adding: “This needs to be done with urgency as UK manufacturers in particular will be facing the brunt of the commercial impact over the next few years. This would be a rational and pragmatic move in keeping with decisions taken in many other countries."
Lisa highlighted several international precedents where governments have adopted more flexible strategies:
- Canada has abandoned its Electric Vehicle Availability Standard (EVAS) sales quota in favour of stricter vehicle emissions requirements, focusing on CO2 reduction rather than mandating specific technologies.
- New Zealand implemented significant changes to its Clean Car Standards (CCS) in November 2025 to mitigate higher prices for consumers caused by a rapid push towards electric vehicles.
- Australia's National Vehicle Emissions Standard (NVES), effective from July 2025, employs fleet-wide emissions targets instead of EV sales mandates, with early results indicating success in delivering more efficient vehicles.
- Closer to home, the European Union announced a more flexible approach in December, proposing a 90% tailpipe emissions reduction target by 2035.
Lisa added that if the ultimate goal is CO2 reduction and achieving net zero, the government must be open to diverse technological pathways. "We need to be open about how we get there, encouraging high-potential technologies that can make a fundamental impact quickly when the case for full EV is not as straightforward. We believe there is a big role for multi-energy vehicles on the way to net zero."
A central theme of Ford's appeal is the necessity of positioning the customer at the heart of the transition. Lisa emphasized that while the destination of zero emissions remains constant, "the speed of travel needs to align with customers’ ability to transition." She pointed to a common dilemma faced by dealers: "Frankly, it is a very difficult question for a dealer to answer when a customer asks: 'Why is the government giving me a grant to buy this electric Puma and then taxing me the more I drive it?'" This sentiment reflects broader industry concerns about consumer readiness and the need for coherent policy.
Despite the complexities, Lisa affirmed Ford's dedication to innovation in the UK. "Despite the complexities we’ve discussed, the UK has a real drive to innovate, and at Ford, we’re committed to being a key part of that journey," she said. She outlined key conditions for success: "When we listen to our customers, when we bring them the right mix of electrified vehicles and when we make charging as straightforward and at cost parity with filling up with petrol or diesel, we can get to net zero in transportation."
Lisa concluded by underscoring the importance of collaborative efforts between industry and government to ensure a successful and equitable transition. "It's about doing what’s right by the customer and we need to do that together."