In 1908, Model T had transformed mobility and opened the car to the general public. More than a century later, Ford promises a new turning point with an electric pick-up designed to be sold at a floor rate: around € 27,500 excluding aid. Made in the United States, more lifetime than an Toyota Rav4 SUV, equipped with a dumpster and a front trunk, it would aim to democratize electric in a segment dominated by often expensive models.
This future model, which will be positioned under the store, is also the spearhead of a new way of designing and assembling vehicles. The Ford Universal EV Production System promises fewer parts, faster assemblies, reduced weight and down production costs. So many levers to achieve a simple goal: to make the electric accessible to the greatest number, while remaining profitable.
A pick-up designed to break the prices
Ford does not hide its ambition: offer a 100 % electric pick-up at an unbeatable price, with a target price of 30 000 dollarsor about 27 500 € Excluding aid. It is a new positioning in a segment where prices often flirt with € 50,000, even for compact models.
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This future model, which will take place Under the Ranger in the range, will be produced at Louisville (Kentucky). It will combine generous dimensions – More interior space than Toyota Rav4a large front trunk and a rear bucket – to performances worthy of a sports sedan, Ford announcing a speed comparable to that of a Mustang EcoBoost.
If its all-terrain capacities will not necessarily reach those of a storage in its most extreme versions, it should offer a solid compromise between utility use and road versatility, with a payload and towing capacities adapted to daily use and professional use.
More than a vehicle: a production revolution
For Ford, this pick-up is not only a product, but the spearhead of a new industrial strategy. With the Ford Universal EV Production Systemthe manufacturer fully rethinks how to manufacture electric vehicles.
The concept is based on simplification at all levels:
- 20 % less parts
- 25 % less fixings
- Assemblage 15 % faster
- 1.3 km of less cables et 10 kg won on the electric bundle
These gains go through methods like the gigacastingconsisting in molding large aluminum sections of a single piece, replacing dozens of smaller pieces. This technique, popularized by Tesla, is about to become an industrial standard that Ford adapts to its own channels.
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The American response to Tesla
Jim Farley, CEO of Ford, does not hide inspiration. The objective is to make the total cost of using this pick-up lower than that of a Tesla Model y in three yearswhile maintaining a largely lower purchase price.
Unlike recent Ford electric models in Europe, developed with Volkswagen, this project is based on A house platform. This technical independence makes it possible to optimize costs, but also to create a base common to a Full family of affordable electric vehicles which will follow this pick-up on the market.
Impact and perspectives for Europe
If production is announced in the United States, Ford suggests that this pick-up could be marketed in Europe, like the Mustang Mach-E or Bronco. For the French market, it would come to position itself as a radically cheaper alternative to existing or announced electric pick-ups, while enjoying local aid for electromobility.
In the longer term, the innovations of the Universal EV platform could be transferred to European factories, including Valence (Spain)allowing to produce affordable electric models locally for the old continent market.
An industrial and commercial bet
With a call price under 30,000 dollars, a redesigned production capacity and a clear positioning, Ford hopes to create a new “Model T” moment for electric. This pick-up could not only democratize access to zero emission vehicles, but also redefine the way the automotive industry designs and assembles its models.
The question is no longer whether this pick-up will be competitive, but How far it can influence the world market.
