The auto giant hopes that e- commerce will help it gain ground on its rivals in the race to dominate the US electric vehicle market.
In an investor call discussing the firm's second-quarter results on Wednesday, Farley said Ford will allow customers to either order electric models online or from a dealership.
We're going to change where the e- commerce platform is. All of our e-customers have a very predictable experience, whether they're in a dealership or in their bunny slipper, and they'll have a very simple, transparent and easy purchase process.
The company plans to build more than two million electric vehicles a year by the end of the century. The F-150 is included.
Ford's business has been restructured to focus on gas-powered and electric cars. It has been speculated that it could cut jobs as a way to fund the EV expansion.
On the basis of supply chain pressures, raw material costs, and other legacy issues, analysts have questioned Ford's ambitions.
Unlike competitors, Ford sells its cars through a network of franchisees. The model puts Ford at an estimated $2,000 disadvantage per vehicle.
Ford and Farley didn't respond immediately to Insider's request for comment.
Customers would be able to order their vehicles online, even though the dealers would be responsible for delivery and serving. A lower stock of vehicles would be an advantage for dealers. As a result of the change, the $2,000 per-vehicle cost disadvantage could be shaved off.
The person is learning from other people. The firm will use software to keep its cars up to date.
"We have an opportunity as we go digital with these electric vehicles to simplify our body engineering and put the engineer where customers really care," he said.
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