Ford has officially revealed the details of its highly anticipated low-cost electric vehicle program, announcing a $5 billion U.S. investment to build a new assembly line and battery production facilities.
The automaker says the investment will fund a new, unnamed electric pickup truck expected to debut in 2027, priced around $30,000 — roughly half the starting cost of its current F-150 Lightning. The company believes this move will position it to capture a growing segment of price-sensitive EV buyers.
“We took inspiration from the Model T — the universal car that changed the world,” said Doug Field, Ford’s chief EV digital and design officer. “We think today will be a turning point for Ford Motor Company and the auto industry.”
Jobs, Tariffs, and Manufacturing Shifts
About $2 billion of the investment will go toward retooling Ford’s Louisville assembly plant, converting it from gas-powered SUV production to EV manufacturing. The shift will secure 2,200 hourly jobs, though Ford noted the transition will require about 600 fewer roles than current operations, thanks to a more efficient assembly design.
CEO Jim Farley emphasized that affected workers could move to other facilities, including Ford’s Kentucky Truck plant, and highlighted 1,700 new jobs planned in Michigan linked to the company’s EV battery operations.
This expansion comes amid growing pressure from the Trump administration for automakers to shift manufacturing back to the U.S. Ford already produces more vehicles domestically than any competitor, but confirmed it will not move Mustang Mach-E production from Mexico.
A New Battery and a New Line
Ford introduced a redesigned battery that is smaller, lighter, and cheaper to produce, making the $30,000 pickup possible.
Just as notably, the company will replace its century-old straight-line assembly format with a new “tree layout,” where multiple lines feed into each other. Ford says the approach will lower costs, speed production, and improve conditions for workers.
Challenges Ahead
Federal EV tax credits have been eliminated under the current administration, emissions regulations have been rolled back, and Ford’s EV division reported a $2.2 billion loss in the first half of 2025 — despite revenue nearly tripling year-over-year.
Still, with former Tesla executive Alan Clarke leading the program — supported by engineers from Tesla, Rivian, Apple, and Lucid Motors — Ford aims to redefine affordability in the EV market. Competitors like Tesla, General Motors, and Jeff Bezos–backed Slate Auto are also targeting low-cost EV segments, marking an inflection point for EV markets.
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