Ford resets EV strategy around a $30,000 electric truck
Ford plans to reveal a lower-cost electric truck in 2027 as it reworks its EV strategy around efficiency and profit.
By James Whitfield · Staff Writer
3 min read
Ford is reworking its electric-vehicle plans around a lower-cost truck after its electric F-Series effort failed to take hold as hoped, The Verge reported. The shift matters because the company is trying to make EVs it can sell profitably, rather than pursue larger electric trucks with weaker financial prospects.
The first vehicle in the new push will be a $30,000 electric truck, according to The Verge. Ford plans to reveal the truck in 2027 and build it on what the company calls its Universal Electric Vehicle Platform.
The Verge reported that Ford wants the truck to be efficient and profitable, two goals that now sit at the center of the company’s EV reset. The outlet described the move as the start of a new chapter following the end of the Ford F-150 Lightning.
A smaller, cheaper EV push
Ford plans to use its Kentucky assembly plant to build a broader group of low-cost electric vehicles, The Verge reported. The truck is expected to be the first model from that effort.
The vehicle has already been seen on public roads under heavy camouflage, according to The Verge. Observers cited by the outlet said the covered test vehicle appeared to be smaller than the Ford Maverick, the compact pickup that already sits below the F-150 in Ford’s lineup.
The lower price target marks a clear change in emphasis for Ford’s EV business. The Verge reported that Ford is moving away from oversized electric vehicles that company executives have described as having “no path to profitability.”
Profit problems remain
Ford’s EV ambitions have come with steep costs. The Verge reported that the company took a $19.5 billion hit on its EV investments in 2025 after earlier bets did not pay off as planned.
Despite those losses, Ford still views electric vehicles as part of its future, according to The Verge. The company’s revised strategy puts more weight on affordability, vehicle efficiency and lower-cost production.
The Verge has also reported on several related parts of Ford’s EV overhaul, including work inside a lab focused on cheaper electric vehicles, the company’s efforts to improve aerodynamics, battery use and range, and CEO Jim Farley’s comments on China, tariffs and the pursuit of a $30,000 EV.
The company’s EV and software leadership has also changed during the reset. The Verge reported that Doug Field, Ford’s EV and software chief, is leaving the company.
The 2027 truck will be the first test of whether Ford can turn its revised EV plan into a product that reaches a broader market while meeting the company’s profit goals. The Verge reported that the broader plan is not limited to one truck, but to a family of lower-cost electric vehicles built from the same platform approach.
This story draws on original reporting from The Verge.