Farley reiterates $30K Ranchero EV pickup starting price + Order Banks open late 2026

[onuiebvbevnulib]

Ford CEO Jim Farley Reiterates Midsize EV Pickup's Starting Price

"The first UEV product will compete in the affordable heart of the US EV market, where we'll offer customers a wholly new proposition that we can't find in the market today," Ford CEO Jim Farley said during the automaker's Q2 2026 earnings call. "It starts around $30,000. It has more cabin room than the Toyota RAV4, plus it has a pickup truck bed. It has bidirectional charging capability, incredibly fun to drive, and personalized technology in the experience."

The tech-savvy piece of the new Ford EV pickup stems from the fact that it's more of a software-defined vehicle, a "computer on wheels," as The Blue Oval puts it. It will launch with rapid over-the-air update (OTA) capability, advanced driver-assist systems (like BlueCruise), and a "next-gen digital experience." Slated to enter production in 2027 at the Louisville Assembly plant, this new model is on track to debut "later" in 2026, at which point order banks will open, too.

I am stoked.

Will be ordering one as soon as the Order Banks Open Late 2026.

 

[ScooterAsheville]

I'm mildy surprised they're opening the order banks that soon, unless "later" in 2026 means December? I say that just because Ford has a tradition of opening model year order banks around three months before production begins. For example, the 2027 Maverick order banks open August 11, and first production is probably mid-November.

That said, maybe, because the UEV is so new, they're trying to get a sense of demand? So they can give suppliers guidance on volume? Maybe trying not to repeat the Maverick mistake, where they planned for low volume and people waited three years?

Yea, I'll go with that explanation. They don't want another Maverick fiasco where they underestimate demand. Or in the other direction, a Lighting fiasco where they overestimate demand. Early ordering gives them a good sense of demand and let's them give suppliers solid guidance.

 

[DeluxeStang]

Did he actually say it would debut this year or is that just what the article is speculating?

 

[onuiebvbevnulib]

Did he actually say it would debut this year or is that just what the article is speculating?

From previous articles:

Bill Ford Confirms Midsize EV Pickup's Launch Timeframe

Back in April, Ford CEO Jim Farley revealed that the company's long-awaited (and unnamed, as of now) mid-size all-electric pickup was slated to be unveiled later this year, after which it will enter production in 2027 at the Louisville Assembly plant.

Roughly one month later, Andrew Frick, president of Ford Blue and Ford Model e, said that the automaker would also begin taking orders for the brand new model - which is the first to be underpinned by its Universal Electric Vehicle (UEV) platform - "later this year," too.

Midsize Ford EV Pickup Customer Orders Will Begin This Year

"We're confident on our launch plan. In fact, we're right on track to share our plans with dealers and take customer orders later this year," Andrew Frick, president of Ford Blue and Ford Model e, said during the automaker's Q1 2026 earnings call with investors.

 

[onuiebvbevnulib]

I'm mildly surprised they're opening the order banks that soon, unless "later" in 2026 means December?

I say that just because Ford has a tradition of opening model year order banks around three months before production begins. For example, the 2027 Maverick order banks open August 11, and first production is probably mid-November.

November/December 2026 is probably likely as that would put production in February/March 2027.

Maybe trying not to repeat the Maverick mistake, where they planned for low volume and people waited three years?

Yea, I'll go with that explanation. They don't want another Maverick fiasco where they underestimate demand.

The Maverick Fiasco was from three different areas.

One was the unexpected (from Ford's side) that the Maverick EcoBoost would outsell the Hybrid.

That was a really dumb thought as they priced the Hybrid $1,080 lower than the EcoBoost where every other auto manufacturer was pricing Hybrids much higher (like $2-3 thousand) than their ICE only vehicles thus increasing demand for the Maverick Hybrid.

Second was the chip shortage that impacted being able to produce enough Mavericks to meet the outstanding orders.

Third was the pent up demand for a smaller truck than the behemoths that were currently being produced.

I was in that category as there was no direct replacement for my 1998 Ford Ranger SuperCab in size as the current Ranger in 2021 exploded is size.

The 2021 Ford Ranger SuperCab is significantly larger and heavier than the 1998 Ford Ranger SuperCab. The 2021 model is roughly 9 inches longer, 8 inches wider, and 6 inches taller, shifting its classification from a compact truck in 1998 to a modern midsize truck.

So then came the 2022 Ford Maverick Hybrid and orders exploded.
Who would of thought

I don't believe the New UEV Truck will have those problems as:

Problem One Above: There is only one option: An EV

Problem Two Above: There is no current Chip Shortage today that affected production in 2021-2023
Also in November 2025: Ford $30K EV Pickup is 95% Sourced

Since then in 8+ months through the rest of this year until order banks open that should get to 100%

Problem Three Above: Competition already exists in the small truck market and it is called "Maverick".

 

[Sal]

Some interesting photos based on the same press release.

 

[dono]

So is this different from the Mach-E where I could reserve one in Nov of 2019 but couldn't actually place an order until Aug 2020 and received delivery March 2021. No reserves on the "Ranchero"?