Ford admits mistakes and starts from scratch
Ford has admitted that its early attempts to create electric vehicles did not meet expectations. The Mustang Mach-E and F-150 Lightning, while achieving some sales success, failed to reach the volumes, profitability, and cultural impact the manufacturer had hoped for. Subsequently, these models were outperformed by more efficient and cheaper competitors. The response to these challenges has been a complete reset of the approach, with the main product being a mid-size electric pickup truck priced at $30,000.
Secret laboratory in Long Beach
This model has been known about for some time — a small team of engineers was developing it in a closed Ford laboratory. The company has now revealed more details about its Electric Vehicle Design Center, where an elite group of specialists works. Journalists were even given a preliminary look at the new pickup truck.
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The center currently employs 350 people — both company veterans and new employees from startups and the consumer electronics industry. Located in Long Beach, California, this facility is rethinking how Ford should build electric vehicles, making them simpler and cheaper. The foundation of this approach is the new universal platform, the Universal EV Platform.
New platform and pickup truck design
The platform consists of three large cast elements connected to each other, onto which the pickup truck cab or other body types are mounted. Ford did not show the electric pickup truck fully, but journalists from Car and Driver saw a camouflaged prototype. It has a traditional pickup truck shape and is similar in size to the current Maverick, although the side panels of the cargo bed are higher.
Additionally, the electric vehicle will have a short nose, allowing for increased interior space. According to Ford, the interior space of the pickup truck will be larger than that of a Toyota RAV4.
Ease of repair
An important feature of the new platform will be its repairability. There is no point in selling an affordable vehicle if it has to be written off after the slightest accident. Ford’s chief engineer for body architecture noted that the three large cast elements of the platform will have special cut lines, along which damaged sections can be cut out and replaced with new ones.
48-volt technology
Another key area of development is the electrical wiring. Vehicles on the new platform will use 48-volt electrical systems for most components. The exceptions will be only the headlights, power windows, and some other parts, which will operate on 12 volts. Ford has significantly reduced the amount of wiring, and the 48-volt components are lighter and more compact.
Overall, the new pickup truck will have 20% fewer parts and 50% fewer cooling hoses and connections compared to previous Ford electric vehicles. This will allow it to be assembled 15% faster. The company promises that the new model will be ready next year.
This step by Ford demonstrates that the company is not just correcting mistakes, but is fundamentally changing its philosophy of electric vehicle production. The focus on simplicity, repairability, and cost reduction could be the key to success in a market where competition from Tesla and Chinese brands is becoming increasingly fierce. If Ford manages to bring the stated characteristics to life, the new $30,000 pickup truck could become a real breakthrough, making electric vehicles accessible to a much wider range of buyers.