Ford is asking drivers to mark August 11 on their calendars, because it will be the beginning of a new chapter in its history. It’s the New Model T, the one of the 21st century. All stories have a second part, and the Model T hasn’t finished telling its tale yet. The company promises a revolution in price and accessibility.
What is Ford preparing?
It feels like a treasure map straight out of Indiana Jones. Ford Authority has dropped a clue: “Ranchero”, does that ring a bell? Well, the famous Ranchero, its classic pickup that combined the best of a car with the practicality of a truck, is coming back to the market… although a bit changed. And yes, Ford means business, serious business!
What is the Ranchero?
Produced between the 1950s and 1980s, it was the pioneer of the “pickup coupé” (a hybrid if we want to be technical, but not just any hybrid, it had a body built as a single piece with the rear bed, it was a sedan but with the best of a pickup. The best of both worlds, like Hannah Montana!).
Brought back from the past to lead the future
The same thing happened with the Mustang and the F-150 Lightning, bringing them back from the past… but electric. Now they plan to do the same with the Ranchero, according to Ford Authority.
The idea isn’t just to appeal to nostalgia. Ranchero won over farmers, craftsmen, and surfers alike, and competed directly with the legendary Chevrolet El Camino. Its blend of comfort and utility made it a rare gem adored by many until it disappeared in 1979.
Now, in the electric age, that hybrid format between work and leisure might have a second life.
Heading into the electric era
Ford is trying to replicate the impact of its 1908 Model T, a car that changed the world by making it accessible to the masses. The brand says it’s aiming for something similar with electric vehicles: affordable, repairable, and versatile cars, capable of covering everything from daily tasks to more demanding jobs.
They want to “go back to their roots”, enough with the unaffordable vehicles! And of course, they’re already working on a new low-cost electric platform.
If they succeed, Ford wouldn’t just compete on price, but on concept as well: it would offer a more compact, practical, and affordable alternative to the current electric giants. Tesla, watch out!
An orphan market (for now)
As of today, electric pickups tend to be big, luxurious, and expensive. The Rivian R1T, the GMC Hummer EV, or even the Cybertruck aim at a premium audience. Ford doesn’t want that, it wants to fill the spaces no one else has dared to. A useful, versatile vehicle that works for everything and doesn’t cost a kidney!
The challenge: doing what Tesla hasn’t yet achieved
Because, think about it, Tesla keeps promising a model that never quite arrives (or fits…). Much more expensive, aimed at a more selective public. But Ford is gaining ground with its Mustang Mach-E and the F-150 Lightning, even though both models are still out of reach for many buyers… So the solution is to create a new platform, and that’s where the name electric Ranchero comes in.
That’s how Ford positions itself in a part of the market few are looking at (how many people really have the money to buy a Cybertruck???). Maybe that’s Ford’s solution, to offer a useful vehicle (and one that works, important, because we’ve already seen the numerous recalls they’re facing and it’s terrifying). But they want to bring the American company back to life, and the best way to try that is by reviving one of its great names. Oh, can’t wait to see what the new Ranchero has in store for us!