Ford Motor Company has announced a significant delay in the production of its much-anticipated electric pickup, codenamed Project T3. Initially slated to begin production by the end of 2023, the timeline has been pushed back to 2028, according to information obtained by Automotive News. This decision comes as Ford shifts its strategic focus towards developing more affordable electric vehicles (EVs) to meet evolving market demands.
The electric pickup was intended to be manufactured at Ford’s BlueOval City EV assembly plant in Tennessee. This delay follows a previous postponement announced last year, which moved the start of production from 2026 to 2027. In addition to the pickup, Ford has also decided to delay the production of its new electric van, the next-generation E-Transit, which will now commence in 2028 instead of the previously planned 2026.
A spokesperson for Ford stated, “The F-150 Lightning, America’s best-selling electric truck, and E-Transit continue to meet today’s customer needs.” The company emphasized its commitment to the Ford+ plan, asserting that it will remain flexible in adjusting product launch timelines to align with consumer demand and improve profitability.
Shift Towards Affordable Electric Vehicles
In a notable pivot, Ford is now concentrating on developing smaller, more cost-effective EVs. Earlier this week, the company inaugurated its new EV Design Center in Long Beach, California. This facility will focus on creating a highly efficient and low-cost EV platform. The team, led by former Tesla engineer Alan Clarke, has expanded significantly and now includes talent from companies like Rivian, Lucid, and Apple.
To reduce production costs, Ford plans to utilize lithium iron phosphate (LFP) batteries, which will be produced at its new plant in Michigan using technology licensed from China’s CATL. This move mirrors General Motors’ recent announcement regarding sourcing LFP batteries for its Chevy Bolt EV.
According to Lisa Drake, Ford’s vice president of technology platform programs and EV systems, the new midsize platform is designed to accommodate eight different body styles, including trucks, crossovers, SUVs, and potentially sedans. The company has filed a trademark for the name Ranchero on August 5, indicating the potential revival of this nameplate for the new midsize EV pickup.
Future Plans and Market Positioning
Ford’s CEO, Jim Farley, has expressed ambitions to align the company’s pricing with leading Chinese brands, stating that the focus will be on offering a variety of electric vehicles, including extended-range electric vehicles (EREVs), plug-in hybrids (PHEVs), and a complete range of hybrids. Farley remarked, “We think that’s a much better move than a $60,000 to $70,000 all-electric crossover. We think that that’s really what customers are going to want long term.”
The upcoming announcement on August 11, 2023, is expected to provide further insights into Ford’s plans for designing and building a breakthrough electric vehicle and platform in the United States. As Ford aims to return to its roots, the company is positioning itself for what it describes as another Model T moment, signaling a commitment to transformative innovation in the EV market.
As the automotive industry continues its shift towards electrification, these strategic decisions by Ford underline the evolving landscape and the necessity for manufacturers to adapt to consumer preferences and market realities.
