Ford delays launch of electric pickup – shifting focus to cheaper EVs?

US carmaker Ford has pushed back the market launch of two next-generation electric vehicles as it shifts its focus to smaller, more affordable models. This could hint at the strategic announcement Ford CEO Jim Farley has been signalling.

In many cases, reports about production delays stem from unconfirmed insider sources – not this time. Ford has confirmed that it recently informed suppliers of another delay to the electric pickup planned for its BlueOval City plant in Tennessee. Production will now start in 2028. The company has also pushed back the electric van planned for its Ohio facility to the same year.

“F-150 Lightning, America’s best-selling electric truck, and E-Transit continue to meet today’s customer needs,” Reuters quotes the company, and that Ford “will be nimble in adjusting our product launch timing to meet market needs and customer demand while targeting improved profitability.”

When Ford first announced the new electric pickup – codenamed T3 – in spring 2023, production was due to start in 2025. In April 2024, that was moved to 2026. The latest decision adds another two-year delay. Also in April 2024, Ford postponed production of a three-row electric SUV planned for its Oakville, Canada plant to 2027. Just months later, Ford scrapped EV production in Oakville altogether in favour of hybrids, and paused work on the large six- or seven-seat electric SUV.

At the end of July, Ford reported its Q2 results. Losses in the Model e electric vehicle division rose to USD 1.3 billion despite revenues more than doubling. For the full year 2025, management expects Model e to post a loss of USD 5.5 billion. Ford faces a cost challenge: it cannot price its EVs low enough to drive the stronger demand it needs.

Ford also says it has observed a shift in demand. Growth is no longer coming from the high-margin premium segment – a key reason for halting the large SUV. “The pure EV market in the U.S. seems to us very clear: small vehicles used for commuting and around town,” Ford CEO Jim Farley told analysts on an earnings call last week. He announced an event in Kentucky on 11 August to outline Ford’s upcoming EV models and technologies.

Current indications suggest Farley will present new, more affordable electric models – an assumption supported by his recent remarks and the decisions on the electric pickup and van. The timeline and pricing for these new models remain to be seen – at least until 11 August.

reuters.com, yahoo.com, detroitnews.com

This article was first published by Sebastian Schaal for electrive’s German edition.