As the American electric vehicle (EV) market navigates uncertain waters, Ford is making a bold move. With federal tax incentives set to vanish on September 30 and demand anticipated to dwindle, the automaker is redirecting its focus with a significant $2 billion investment in battery-electric vehicles (BEVs). Surprisingly, this strategy draws inspiration not from its local competitors but directly from the Chinese market.
At the heart of this strategy is an upcoming midsize electric pickup aimed at an enticing base price of just $30,000. Ford’s CEO, Jim Farley, unveiled this unnamed vehicle on Monday during an event in Louisville, Kentucky, where it will be manufactured, with an expected launch date in 2027.
Farley stated, “This new truck, based on this universal platform, will offer more interior space than the RAV4, currently the best-selling vehicle in America.” He pointed out its unique features: “It will have a frunk and a full pickup truck bed behind it. No one has seen this kind of versatility before.”
A $30,000 Truck With a Familiar Name?
Could this new electric pickup be a revival of the Ranchero? Recent reports suggest Ford has filed a trademark for the name, specifically for electric pickups. The Ranchero, a hybrid of car and truck that faded away from U.S. roads in 1979, was beloved for combining sedan comfort with pickup utility.
This shift represents a complete transformation for Ford. Unlike competitors such as Tesla, which have focused on high-end models like the struggling Cybertruck, Ford is taking a dramatically different approach. It’s moving away from its own successful lineup of large pickups and SUVs, such as the F-150 and Expedition.
Ford’s new approach closely resembles that of Chinese EV giant BYD, known for its affordable electric vehicles. The cheapest BYD model, the Seagull, starts at approximately €9,100 ($9,700). This focus on affordability has enabled BYD to capture significant market share from Tesla in both China and Europe.
After the Mustang, Ford Is Teasing the Return of Another Beloved Car As an EV
Farley acknowledged that the current EV offerings often fail to meet consumer expectations. “A computer can have much lower costs—that’s why we revamped this platform to reduce costs,” he explained in a CNBC interview.
The Secret Sauce: Reinventing the Factory
So, how does Ford plan to produce a low-cost yet high-performance pickup that eludes other American automakers? By fundamentally rethinking its design and manufacturing processes. A dedicated “skunkworks” team has crafted what they call the “Ford Universal EV Platform,” which utilizes 20% fewer parts and 25% fewer fasteners. Impressively, the wiring harness alone is 4,000 feet shorter.
Another crucial element is the battery. Ford is producing its own cobalt-free lithium iron phosphate (LFP) prismatic batteries in Michigan. This type of battery is more affordable and designed to be incorporated as part of the truck’s structure, optimizing space and costs.
Additionally, Ford is reimagining its factory setup. Instead of a conventional moving assembly line, the new truck will be assembled using an “assembly tree.” The vehicle is constructed in three main sub-assemblies—the front, the rear, and the structural battery floor with attached interior—which are then connected at the final stage. Ford claims this innovative method is 15% faster and much simpler.
Farley expressed his vision, stating, “Our aim is for workers in Louisville to purchase this vehicle and have extra funds for things they cherish, like vacations, home improvements, and their children’s education.”
This upcoming truck poses a direct challenge to the entire automotive landscape. However, Ford’s own EV division has faced difficulties, recording an operating loss of $1.3 billion in Q2 of 2025. The company hopes that this groundbreaking approach, infused with Chinese-inspired strategies and driven by American ingenuity, will finally render EVs profitable and accessible for the masses.
How can you benefit from this shift in the automotive landscape? Being informed about these developments can help you make smarter decisions regarding vehicle purchases. Questions abound, such as:
What is Ford’s strategy for launching a more affordable electric pickup?
Ford’s new strategy focuses on creating an electric pickup truck priced at $30,000, emphasizing affordability and practicality over premium prices.
When will the new Ford electric pickup hit the market?
The new electric pickup truck is expected to be available by 2027.
How is Ford planning to reduce production costs for the electric truck?
Ford is implementing a new manufacturing process and using fewer parts in the “Ford Universal EV Platform,” allowing for significant cost savings.
Why is Ford focusing on reintroducing the Ranchero name?
The company aims to leverage the nostalgic appeal of the Ranchero, a classic car-truck hybrid, to attract consumers interested in an EV pickup.
What challenges does Ford face in the EV market?
Ford’s EV division is grappling with financial losses, highlighting the necessity for innovative strategies to ensure profitability.
As the competition heats up in the EV sector, staying updated on these industry transformations can benefit both consumers and car enthusiasts. If you’re curious about what’s happening next in the automotive world, keep exploring related content on Moyens I/O.