This is purely my own speculation informed by some Clayton Christiansen, but it's possible that someone at Ford sees Ford as a transportation company, not a car company. So the job to be done is moving people and things around. Ford also sponsors the Ford GoBikes that you see all over San Francisco. This could be seen as competing with the Ford the car company. Or it's just part of the portfolio of products from Ford the transportation company.

That kind of thinking could help them mitigate disruptive pressure, especially in markets like SF where driving is pretty awful, but so is transit.