What It Is
Ford is betting big that its upcoming “Universal Electric Vehicle” platform and production process will do for electric vehicles what the Model T did for automobiles—essentially make them more affordable to more people. And the first of several variants to spawn from Ford’s Universal EV platform will be a currently nameless electric truck that will start at around $30,000 and enter production sometime in 2027. While Ford has remained mum on what its upcoming pickup will be called, the company’s affinity for reviving recognizable nameplates (see the F-150 Lightning and Maverick) and a relatively recent trademark filing lead us to believe it’ll be called “Ranchero.”
Why It Matters
Americans’ interest in new electric vehicles appears to be largely linked to affordability, at least judging by the sales slowdown that followed the Trump administration’s elimination of the federal tax credit. Currently, the Chevy Bolt and Nissan Leaf are the only EVs you can buy with starting prices below $32,000; the forthcoming Slate truck will start north of $25,000 when it goes on sale, but adding features will greatly inflate the price. So, the Ford Ranchero has a chance to capitalize on limited direct competition and this country’s appetite for cargo-bed-toting transportation. If Ford’s promised starting price of around $30,000 sticks, it could be good for both the company and consumers.
Platform
As we mentioned earlier, Ford’s Universal EV platform will underpin the Ranchero as well as several other body styles. The modular architecture can be configured to support everything from subcompact vehicles to three-row SUVs to commercial vans. When visiting Ford’s Electric Vehicle Development Center in Long Beach, California, we saw the UEV platform split into three parts: two large castings that form the front and rear subsections and sandwich a battery pack that acts as both a structural subassembly and the vehicle’s floor (the body sits atop this foundation). While the Ranchero will have a footprint similar to the compact-sized Maverick, Ford claims the EV’s packaging will provide more interior volume than a Toyota RAV4, and that’s not including the additional cargo space provided by the front trunk and cargo bed.
Illustration by Avarvarii|Car and Driver
Compared with a traditional vehicle, Ford claims the UEV platform has 20 percent fewer parts and 20 percent fewer fasteners, and it utilizes a new type of wiring harness that’s lighter and more compact than the company’s first-generation electric vehicles. Despite slower charging speeds, Ford also chose a 400-volt architecture instead of an 800-volt system, but the company believes that’s a worthy compromise to help meet its affordable price point.
Powertrain
Ford says its new electric truck will use lower-cost lithium-iron-phosphate (LFP) batteries. We’re still in the dark about how much capacity they’ll offer and the associated range estimates, but we’d bet that a 300-mile minimum is the bogey. Apart from Ford claiming the Ranchero will hit 60 mph as quickly as an EcoBoost Mustang (4.5 seconds in our testing), we also don’t know anything about the truck’s electric drive motors. Images of the UEV platform clearly show a rear-mounted unit, which could power the most affordable versions, but Ford will almost certainly offer a dual-motor all-wheel-drive model too. Specific horsepower and torque figures, as well as the truck’s max payload and tow ratings, will be revealed before it goes on sale.
Competition
Besides potentially facing competition from its own family with the Maverick that currently starts at $29,990, the Ranchero really doesn’t have a direct competitor. The Blank Slate is probably the Ford’s closest rival, but its two-seat layout, short range, and bare-bones foundation could cap its market share. Meanwhile, the Bolt and Leaf have similar base prices but lack the Ranchero’s useful truck bed and claimed RAV4-rivaling roominess. Since we expect higher trim levels to approach or even exceed $40,000, that would open up a wider set of competitors, but none that currently offer a pickup’s practicality.
KGP Photography|Car and Driver
KGP Photography|Car and Driver
What Might Go Wrong
EV sales are in a weird place right now, and it’s hard to predict whether Americans are ready to start buying them in bulk. Ford needs its Universal EV strategy to pay off to justify its latest investment, especially after pulling the plug on big EVs like the F-150 Lightning and suffering billions in losses. So, while people might be excited about a $30,000 electric truck, that excitement needs to translate to profits or Ford’s “Model T moment” might turn into a Cybertruck-like failure.
Estimated Arrival and Price
Ford has already announced that the UEV-based truck will enter production at its Louisville Assembly Plant in Kentucky sometime in 2027, which suggests it will launch as a 2028 model. Ford says the Ranchero’s base price will be around $30,000. If that doesn’t include the mandatory destination fee, like automakers often leave out of marketing materials, the final price could be about $1500-plus higher. Still, with the average price of a new car now exceeding $52,000, if Ford manages to capture the same magic with the Ranchero that it did with the Maverick, the Blue Oval brand could have another hit on its hands.
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Eric Stafford’s automobile addiction began before he could walk, and it has fueled his passion to write news, reviews, and more for Car and Driver since 2016. His aspiration growing up was to become a millionaire with a Jay Leno–like car collection. Apparently, getting rich is harder than social-media influencers make it seem, so he avoided financial success entirely to become an automotive journalist and drive new cars for a living. After earning a journalism degree at Central Michigan University and working at a daily newspaper, the years of basically burning money on failed project cars and lemon-flavored jalopies finally paid off when Car and Driver hired him. His garage currently includes a 2010 Acura RDX, a manual ’97 Chevy Camaro Z/28, and a ’90 Honda CRX Si.