Ford Delays Launch of Next-Gen Electric Vehicles to 2028
Ford Motor Co. has announced a delay in the release of its new electric commercial van and full-size pickup truck, pushing their launch date to 2028. This move was confirmed Thursday and reflects a growing trend of delays and cancellations in the electric vehicle (EV) market.
Many consumers in the U.S. seem hesitant about high-priced EVs, especially those needing expensive batteries to ease concerns about driving range and charging accessibility. These challenges are compounded by recent regulatory rollbacks aimed at greenhouse gas emissions, which could impact incentives for EV purchases.
Initially, Ford planned to introduce the commercial van in 2026 at its Ohio Assembly Plant. They had also announced an 18-month delay for the full-size pickup truck, which is now set to begin production in late 2027 at the new BlueOval City plant in Tennessee. Ford spokesperson Jessica Enoch confirmed that prototype production for the truck is still on track to start in 2027.
The automaker informed suppliers and employees about these timing changes in June, according to spokesperson Emma Bergg. She stated that the current models, like the F-150 Lightning and E-Transit, continue to meet customer needs, emphasizing that Ford aims to adapt its launch schedule based on market demand and profitability.
Ford’s CEO, Jim Farley, mentioned that the company will only release an EV if it can be profitable within a year. This year alone, the EV division has reported a significant loss, with future projections indicating potential losses of up to $5.5 billion.
To address these issues, Ford is focusing on a new EV platform that could support smaller models, including a planned midsize pickup truck expected in 2027. More information about this platform is likely to be shared at an upcoming event in Kentucky, where the company builds popular SUV models.
Analyst David Whiston from Morningstar Inc. expressed concerns over the slow growth in EV demand, suggesting that Ford might not reveal much about the upcoming truck during the event. Internally, the truck development had been referred to as “Project T3,” aiming to create a more efficient and cost-effective vehicle.
So far this year, Ford has sold less than 16,000 F-150 Lightning trucks and fewer than 5,000 E-Transit vans. Last year, the company also scrapped plans for an all-electric SUV, citing profitability concerns tied to battery costs.
During an earnings call, Farley highlighted the importance of a multi-energy strategy, which includes various types of vehicles, from gas-powered to fully electric. He indicated confidence in the flexibility of Ford’s manufacturing operations to adapt to different powertrains.
Furthermore, Ford is shifting some of its EV investment to focus more on its commercial division, Ford Pro. The BlueOval City project is accompanied by plans for a battery plant, part of a joint venture with Korean company SK On Ltd., which is expected to create around 6,000 jobs.
Ford’s recent stock saw a slight increase despite the overall market decline, reflecting investor interest even amid the delays. Notably, Ford isn’t alone in facing such challenges; other automakers like General Motors and Stellantis have also postponed EV launches due to similar demand issues in the market.
