Ford’s New Affordable Truck Sounds Awesome. But Who’s Going To Buy It?
Ford has scrapped its plans to build an affordable electric pickup truck priced under $30,000 and is now working on a new combustion engine-powered pickup. The decision comes as the automotive market sees a surge in new pickup truck models from various manufacturers.
Ford initially planned to launch an electric pickup truck priced under $30,000, but has since cancelled the project after a $5 billion investment. The company is now developing a new combustion engine-powered pickup, with production scheduled to start in 2029. The original electric pickup was to be built on Ford's Universal EV Platform and was expected to be as fast as an EcoBoost Mustang. The new pickup will slot between the Maverick and Ranger in terms of price, size, and functionality. The automotive market is seeing a surge in new pickup truck models, with Hyundai and Kia also entering the US market. Ford's decision to add another pickup to its lineup has raised concerns about market saturation.
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