Ford Shifts EV Strategy: Focus on Affordable Models Amidst Delays for Next-Gen Pickup and Van




Ford is adjusting its electrification roadmap, deferring the introduction of its next-generation electric pickup truck and van. This decision, recently confirmed by the automaker, aligns with a broader corporate shift towards prioritizing the development of more economical electric models. While the launches of these larger electric vehicles are now slated for 2028, the company remains optimistic about the market performance and capabilities of its existing F-150 Lightning and E-Transit offerings. This strategic recalibration underscores Ford's agile response to evolving market demands and its long-term vision for electric mobility.
The full-size electric pickup, known internally as “Project T3,” originally anticipated for release this year, then pushed to 2027, has now been rescheduled for 2028. This marks the second time the launch of this significant electric truck has been postponed. Similarly, the next-generation electric van, intended to succeed the current E-Transit, will also see its debut moved from 2026 to 2028. Production for this battery-powered van is expected to take place at Ford's facility in Avon Lake, Ohio.
These delays, which Ford officially communicated to its suppliers and employees in June, are not indicative of a retreat from electric vehicles but rather a strategic reallocation of resources. The company is intensifying its efforts on a confidential "skunkworks" project aimed at bringing lower-cost electric models to market sooner. This initiative aligns with Ford's ambition to democratize EV ownership by offering more attainable options to a wider consumer base.
A notable outcome of this revised strategy is the expected arrival of a midsize electric pickup in 2027. Recent trademark filings suggest this vehicle might bear the historical "Ranchero" nameplate, echoing Ford's classic two-door, car-like pickups from decades past. This new midsize offering is envisioned as a battery-electric alternative to the Ranger, promising a more compact yet capable electric utility vehicle.
Ford's CEO, Jim Farley, has hinted at the transformative potential of these forthcoming affordable electric vehicles, describing an upcoming announcement on August 11 as a "Model T moment" for the brand. This powerful analogy suggests a revolutionary approach to mass-produced electric mobility, akin to the original Model T's impact on the automotive industry. Farley's remarks emphasize the company's commitment to innovation and accessibility within the electric vehicle segment, with more details to be revealed during the highly anticipated event in Kentucky.
In essence, Ford's adjusted timeline for its larger electric truck and van models reflects a calculated strategic redirection, prioritizing the acceleration of more affordable EV development. This pivot is a pragmatic response to market dynamics, positioning Ford to broaden its electric vehicle appeal while maintaining its leadership in key segments. The forthcoming revelations on August 11 are poised to outline a clearer path forward for Ford's evolving electric portfolio.