Jim Farley, Ford’s CEO, unveiled a plan on August 11, 2025 for a midsize electric pickup priced at around $30,000, built in Kentucky, signaling what he dubs the company’s “Model T moment”, aimed at transforming cost structure and appealing to mass-market buyers.
At a Glance
- Ford will invest $2 billion to overhaul its Louisville Assembly Plant to produce a midsize four-door electric pickup starting around $30,000.
- The vehicle is built on a new Universal EV Platform, featuring LFP structural batteries, modular manufacturing, and a streamlined “assembly tree” assembly system.
- The platform design cuts parts by up to 20%, reduces workstations by up to 40%, and speeds assembly by ~15%, while promising more interior space than an RAV4 and a 0–60 mph time similar to the Mustang EcoBoost.
- Production of the pickup is slated for 2027, with deliveries expected around 2028.
- Total investments exceed $5 billion, including a $3 billion battery facility in Michigan, aiming to create or secure nearly 4,000 US jobs, though some job reductions at the plant are expected.
The Ford EV Revolution: More Than Just a Truck
Ford’s new Universal EV Platform reimagines EV design and production. It utilizes lithium iron phosphate (LFP) batteries integrated into the vehicle’s structure for efficiency, and modular “assembly tree” techniques for quicker builds and fewer parts—fundamentally reshaping production.
Watch now: Ford’s New Affordable Midsize EV Pickup: The Future of Trucks is Here! · YouTube
At a $30,000 starting price, this midsize pickup boasts more space than a Toyota RAV4, a usable truck bed and frunk, and performance comparable to a Mustang EcoBoost—while offering the ability to power a home for several days, and advanced features like BlueCruise hands-free driving.
A Strategic Bet Amid Industry Headwinds
Ford’s announcement comes amid steep losses in its EV division (~$1.3 billion in Q2 2025) and shifting government incentives. Yet, this strategy underscores Ford’s aim to reshape EV affordability and compete with Chinese automakers by doubling down on US-made, cost-efficient manufacturing.
The company’s $5 billion+ investment package includes not only the Kentucky plant overhaul but also a new battery facility in Marshall, Michigan. Together, these projects are expected to bolster Ford’s domestic production capacity while signaling a commitment to retaining EV manufacturing jobs in the United States, despite automation and new assembly efficiencies potentially reducing some existing roles.
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