Ford Announces $30,000 EV in 'Model T' Moment with EV Market at a Crossroads

In an ambitious move to reshape the future of electric vehicles (EVs), Ford has unveiled a groundbreaking new platform that will revolutionize the EV industry. CEO Jim Farley heralded this as Ford’s “Model T moment,” a reference to Henry Ford’s historic achievement in mass-producing the iconic Model T, which made cars affordable for the masses.

The new platform, revealed on August 11, 2025, promises to deliver a mid-sized EV pickup truck with a starting price of just $30,000, a crucial step in making EVs more accessible to the general public. Ford’s latest announcement, presented in Louisville, Kentucky, marks a critical point for the automaker, positioning itself as a serious contender in the EV race, alongside industry giants like Tesla.

Emphasis on New Thinking…But There is Risk

Farley emphasized that this new platform represents the most significant change in Ford’s approach to vehicle design and manufacturing since the days of the Model T. While the specifics of the design remain under wraps, a few key features were disclosed during the event: the truck will be more spacious than a Toyota Rav4, it will include a front trunk (frunk), and it will be faster than the Ford Mustang twin turbo. Additionally, the truck will have the capacity to power a home for up to six days.

The shift to an affordable EV platform comes amid growing competition in the EV space. Farley also discussed the use of lithium iron phosphate (LFP) batteries for the new model, which are more cost-effective than traditional battery chemistries. Ford has found a path to manufacture these batteries domestically, eliminating the need to import them. This, Farley believes, will significantly lower production costs, making EVs more affordable for a wider range of consumers.

The announcement comes after a difficult financial quarter for Ford, with the automaker’s electric vehicle division losing $1.33 billion in Q2, despite a rise in EV revenue. Despite these challenges, Ford remains committed to expanding its EV offerings, with the new mid-sized pickup scheduled to launch in 2027.

Farley acknowledged that while the company is optimistic about the new platform’s potential, there are risks involved. He cautioned, “There are no guarantees with this project. We’re doing so many new things. It is a bet. There is risk.” Ford has long sought to break the cycle of failed affordable vehicles in the automotive industry, and this new EV platform is seen as a major step in that direction.

A Pivotal Time for Ford and Farley

The unveiling also comes at a pivotal moment in the EV market, as President Donald Trump’s recent budget deal ends the $7,500 federal tax credit for electric vehicles, further complicating the landscape for EV manufacturers. The elimination of this incentive adds another layer of uncertainty to the market, making Ford’s ability to deliver an affordable EV more critical than ever.

While analysts remain skeptical about Ford’s ability to operate a profitable EV business in a market that has seen struggles even for Tesla, the new platform marks an important shift for the company. As the EV market continues to evolve, Ford’s focus on affordable, mass-market electric vehicles could position it as a key player in the transition to cleaner, more sustainable transportation.

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