2028 Ford Ranchero: Everything We Know About the $30,000 Electric Truck

What It Is

Hot on the splashy Slate Truck’s tail is Ford’s promise to build and sell an affordable Maverick-size, small all-electric pickup truck, rumored to be called the Ranchero thanks to a trademark filing from August of last year.

In a behind-the-scenes look at the automaker’s Electric Vehicle Development center—or EVDC—in Long Beach, California, we got a glimpse of the camoed truck at a distance, and its A-pillars support a windshield far more steeply raked than you’d think for a pickup. This is to improve aerodynamics, efficiency, and range. As a crew-cab configuration, the Ranchero looks as though it’ll have four real full-size doors, with Ford promising it will offer more passenger volume than a Toyota RAV4.

Why It Matters

Aside from the Slate, which hasn’t delivered any production models just yet, and Ford, no other automakers have seriously outlined a plan for affordable EV pickups. It’s still an untested market, but if expertly executed, it has the potential to take off for both buyers and automakers. Ford clearly sees the opportunity here and is aggressively angling for it. Furthermore, Ford already has tried-and-true success in the compact Maverick, and the Ranchero should offer the Maverick’s size and utility advantages while not sipping on a drop of fuel.

The Ranchero also won’t be Ford’s first EV pickup. That title goes to the F-150 Lightning, whose production ceased late last year. However, where the Lightning failed is where the Ranchero could succeed, as buyers have shown an overwhelming interest and desire for more affordable vehicles. Without the federal EV tax credit to lean on, automakers are going to have to retool how they price their EVs.

Platform and Powertrain

The Ranchero will be the first vehicle on Ford’s next-gen universal electric vehicle—or UEV—platform that will spawn vehicles of various body styles. The program comprises roughly 500 employees, some of whom are engineers Ford hired from Apple, Rivian, and Tesla. The EVDC Long Beach office is significant, as well: It is intentionally removed from the automaker’s Michigan headquarters both organizationally and geographically.

To stick to the promised $30,000 price tag, the trucklet will use a lithium iron phosphate (LFP) battery pack, which is a less energy-dense but lower-cost battery chemistry versus nickel manganese cobalt (NMC). Ford also plans to build the motors in-house, which helps keep the manufacturing price down.

At launch, the Ranchero will offer rear-wheel drive with a permanent-magnet motor or all-wheel drive with an additional induction motor for the front axle. Although it’ll be sold only as a four-door crew cab, we’ve also learned the truck will offer more than one battery pack to allow customers a choice between ultimate affordability or longer range.

• Estimated Price: $30,000
• Expected On-Sale Date: 2027