Ford’s $30,000 EV isn’t the pickup you think it is

Ford is betting on more affordable EVs, starting with a new electric pickup that will start at around $30,000. According to Ford’s CEO, Jim Farley, the new EV is “really not a pickup,” so what exactly is it?

What we know about Ford’s $30,000 electric pickup so far

On August 11, Farley said during an event in Kentucky (see our recap of it here) that Ford was done with the “good college tries” of its crosstown rivals in building affordable electric vehicles.

The Dearborn-based automaker promises its new EV platform will unlock a new family of low-cost electric vehicles.

First up, according to Farley, is a new midsize four-door electric pickup that will have a starting price of around $30,000. On The Verge’s latest Decoder podcast, Ford’s CEO revealed a few new details about the upcoming electric pickup.

Farley said the new platform, dubbed The Ford Universal EV Platform, “is a breakthrough approach for developing and delivering an affordable electric platform to customers.”

To compete with Tesla and BYD, Ford’s CEO explained, the company had “radically reduce the cost and the complexity of the vehicle.” In other words, Ford is returning to Henry Ford’s original concept of a “universal car.”

Farley confirmed we will see the first vehicle, a new electric pickup, sometime in 2027. However, according to Ford’s CEO, the EV pickup is “really not a pickup.” Instead, it will debut with “a new silhouette.” And that’s just the start.

Ford’s upcoming $30,000 electric “pickup” has more room than the Toyota RAV4, the best-selling vehicle in the US. That’s not even including the Frunk and pickup truck bed.

It’s also “very fast,” Farley claimed, adding that “it’s rear-wheel drive, it’s super fun to drive, and it has a digital experience that no one’s seen,” even in China. Ford aims for a 0 to 60 mph time as fast as the Mustang EcoBoost, which is around 4.5 seconds.

One thing we do know is that the new vehicle will use lithium-iron phosphate (LFP) batteries to unlock lower prices. Ford will build LFP batteries in Michigan using licensed tech from China’s CATL.

We will learn more about Ford’s mysterious new EV pickup closer to its debut, but it is expected to be around the size of the Ranger or Maverick.

Although nothing is confirmed, it’s worth mentioning that Ford filed a trademark with the USPTO last month under the name “Ranchero,” which the company promoted as “More than a Car, More than a Truck” in the ’60s and ’70s. Will the Ranchero make a comeback as an electric pickup with a coupe-like design? We will find out soon.

Ford is set to begin production in 2027 at its Louisville Assembly Complex with deliveries starting the same year.