In a significant recalibration of its long-term product roadmap, Ford Motor Company is shifting focus toward the development of a new, “low-cost” internal combustion engine (ICE) pickup truck. The move, confirmed by CEO Jim Farley, underscores a broader strategic pivot within the “Blue Oval” as the industry grapples with cooling electric vehicle (EV) demand and persistent affordability gaps.
Speaking during a recent visit to the company’s manufacturing facilities, Farley revealed that this upcoming vehicle is being designed to serve the “heart of the market”—consumers who require the utility of a truck but find themselves increasingly priced out by the high MSRPs of modern electrified alternatives.
Ford CEO Jim Farley announces focus on low-cost gas pickup trucks
According to a recent report by Supercar Blondie, Ford CEO Jim Farley announced that the company aims to invest more attention in developing gas pickup vehicles. The project is being spearheaded by a dedicated “skunkworks” team, a small, agile group of engineers operating outside Ford’s traditional corporate structure. This team has been tasked with a “Model T-like” mission: radically simplifying vehicle architecture to reduce manufacturing costs.
By leveraging existing gasoline-powered platforms and streamlining components, Ford aims to deliver a vehicle that prioritizes “total cost of ownership.” Farley indicated that this “secret” project is focused on high-volume, low-cost production, utilizing a “tree” assembly process that reduces part counts by roughly 20% compared to typical trucks.
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The Changing Landscape of BlueOval City
The most visible sign of this strategic shift is the rebranding of the Tennessee Electric Vehicle Center. Formerly the crown jewel of Ford’s EV ambitions, the facility has been renamed the Tennessee Truck Plant. While it was originally slated to produce the next-generation electric “T3” truck, it will now play a pivotal role in assembling these “new affordable gas-powered trucks” starting in 2029.
The pivot follows a challenging year for Ford’s “Model e” division, which faced lower-than-expected demand for the F-150 Lightning and significant capital losses. By reinvesting in gasoline and hybrid technologies, Ford is aligning its production with current consumer purchasing habits while maintaining a “multi-energy” approach through 2030.
Simultaneously, analysts suggest this new truck will likely slot into the mid-size segment, potentially sitting alongside the high-demand Maverick. With the Maverick starting near $28,000 and the Ranger exceeding $33,000, there remains a lucrative opening for a “no-frills” workhorse that can compete with used vehicles and burgeoning international competition.
Ford CEO Jim Farley’s vision for the new ICE pickup represents a pragmatic admission that for many Americans, the transition to electric remains a secondary concern to basic economic utility. As the company redeploys billions in capital, the message is clear: Ford is no longer willing to bet the house on an all-electric future if it means leaving its core “Built Ford Tough” customer behind.
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