Ford’s $30k Electric Truck: The Gamble to Revive EV Sales

Ford’s $30k Electric Truck: The Bet to Spark an EV Comeback

Ford’s plan to revive its plunging EV sales hinges on a new $30k electric truck. The company is betting that a cheaper, smaller electric pickup—its first vehicle on a next-generation “Universal EV” platform—is the ticket to recovery.

The move comes at a critical time. Ford’s EV sales dropped 25% in October year-over-year after federal tax credits expired. Sales of the Mustang Mach-E fell 12%, and the F-150 Lightning saw a 17% decline.

In response, Ford CEO Jim Farley is fast-tracking this new affordable EV, calling it a “right-around-the-corner” launch. Prototypes are already being tested, and factory upgrades are set to begin in Louisville, Kentucky, later this year.

A Cheaper Way to Build EVs

To make a $30k electric truck profitable, Ford is debuting a new production method. Instead of a traditional assembly line, the truck’s rear, center, and front sections will be built separately and joined later. Ford says this will slash manufacturing costs and time.

The entry-level model will use lithium iron phosphate (LFP) batteries, which are cheaper and more durable than typical NMC packs. These LFP cells will be produced at Ford’s Marshall, Michigan, plant starting this year.

While powertrain specs are unconfirmed, the $30k electric truck will be roughly the size of the Maverick. It’s expected to use a 400-volt system and a battery around 51 kWh—aimed at efficient, daily driving rather than high performance.

Timing a Market Reset

With EV tax credits gone, analysts say the U.S. market is in a “reset period.” Buyers are no longer driven by incentive-driven urgency. This shift could favor Ford if it can deliver a low-cost, high-value EV.

Farley warned that EV market share could temporarily drop, but an affordable $30k electric truck is positioned to appeal perfectly to a wider market of buyers who have been priced out of $60,000+ EVs.

If Ford succeeds, this $30k electric truck could become the most affordable EV pickup in the U.S. and the first true mass-market electric work vehicle—a potential game-changer for the company’s future.

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