Ford's Potential Revival of 'Ranchero' Name for Upcoming Midsize EV Pickup





Ford is poised to revolutionize the electric vehicle landscape with its forthcoming midsize EV pickup, and recent developments strongly suggest a nostalgic return to a revered name from its storied past. The automotive giant appears to be dusting off the 'Ranchero' moniker, a name synonymous with innovation and versatility in its previous incarnation, for what promises to be a groundbreaking addition to its electric fleet. This strategic move could signal a fusion of Ford's rich heritage with its ambitious future in sustainable transportation.
Ford's Next Electric Pickup: The Potential Rebirth of the Ranchero
In a fascinating turn of events on August 5, 2025, the automotive world buzzed with speculation following Ford's submission of a trademark application to the US Patent and Trademark Office (USPTO) for the name 'Ranchero'. This development, unearthed by industry observers, points directly to Ford's intentions for its next electric pickup, positioned to follow the successful F-150 Lightning. While specific details remain under wraps, the application broadly covers various motor vehicles, including trucks, vans, utility vehicles, and electric cars, underscoring the versatility envisioned for this new model.
This news arrives on the heels of a significant announcement by Ford CEO Jim Farley, who on August 11, unveiled ambitious plans to 'design and build breakthrough electric vehicles in America'. It is widely anticipated that these plans will include the unveiling of Ford's advanced new EV platform, engineered to dramatically reduce costs while simultaneously boosting efficiency. The initial vehicle slated for this innovative platform is expected to be a midsize electric pickup, a segment many previously believed would be occupied by an electric Ford Ranger. Ford has a recent history of reintroducing cherished names for its electric vehicles in the European market, successfully launching electric versions of the Explorer, Capri, and Puma, suggesting a similar strategy for its American EV rollout.
The original Ranchero, which graced American roads from 1957 to 1979, was an automotive pioneer, ingeniously blending the sleek aesthetics of a coupe with the robust utility of a pickup truck. Marketed as 'More than a Car, More than a Truck,' its unique concept even inspired General Motors to create the Chevrolet El Camino. The potential return of the Ranchero name evokes a sense of anticipation and excitement, hinting at a vehicle that could once again redefine its category. Ford's new EV Design Center, inaugurated in Long Beach, California, will be the crucible for this midsize electric pickup, with an expected arrival in 2027. This center, spearheaded by Alan Clarke, a former Tesla engineer, has seen a rapid expansion of its 'skunkworks' team, attracting top talent from industry leaders like Tesla, Rivian, and Apple, all dedicated to crafting Ford's next generation of electric vehicles.
The automotive landscape is constantly evolving, driven by innovation and a push towards sustainable solutions. Ford's potential decision to resurrect the 'Ranchero' name for its upcoming midsize electric pickup truck is more than just a marketing ploy; it represents a profound understanding of consumer sentiment and a strategic nod to the brand's enduring legacy. As a journalist, I find this move particularly compelling. In an era where new EV models emerge with increasingly futuristic and often forgettable alphanumeric designations, returning to a name with historical resonance offers a sense of familiarity and trust. The Ranchero, in its original form, was ahead of its time, successfully merging disparate vehicle functionalities. Reimagining it as an electric pickup not only pays homage to its pioneering spirit but also positions Ford as a leader in blending heritage with cutting-edge technology. This approach could resonate deeply with a diverse range of consumers, from loyal Ford enthusiasts who appreciate the brand's history to new EV adopters seeking a vehicle that offers both practicality and a unique identity. It prompts us to consider how deeply intertwined our automotive future is with the echoes of its past, and how sometimes, the most revolutionary steps are taken by looking back to move forward.