Ford announced plans for a $30,000 electric pickup and a new manufacturing process to cut costs across EV models.
On Monday, Ford announced plans for an affordable electric truck with a 2027 delivery date and an expected price tag of about $30,000, thanks in part to a new manufacturing process that it says will help cut costs.
This could be the shot in the arm that the slowing US EV market needs. Sales are slowing, and Ford in particular has struggled recently—the automaker has lost $12 billion over the last two and a half years on its EV division. And the adoption barriers continue to mount, with the Trump administration cutting tax credits as well as rules designed to push automakers toward zero-emissions vehicles. And that’s not to mention tariffs.
But if anything can get Americans excited, it’s a truck, especially an affordable one. (There was a ton of buzz over the announcement of a bare-bones truck from Bezos-backed Slate Auto earlier this year, for example.) The big question is whether the company can deliver in this environment.
One key thing to note here: This is not the first time that there’s been a big splashy truck announcement from Ford that was supposed to change everything. The F-150 Lightning was hailed as a turning point for vehicle electrification, a signal that decarbonization had entered a new era. We cited the truck when we put “The Inevitable EV” on our 10 Breakthrough Technologies list in 2023.
