Ford to build on subbrands, affordable EVs

On the electric vehicle front, the Ford brand is in the midst of a major pivot to smaller, more affordable models. But when it comes to gasoline and hybrid vehicles, the company is leaning into what it already knows well. 

CEO Jim Farley plans to expand Ford’s portfolio of Mustangs, Broncos and Mavericks, all while it works to hybridize its lineup by the end of the decade. While other products such as the Explorer, Expedition and Transit are expected to continue, Ford will winnow its utility lineup when it drops the Escape by the end of next year. 

Ford still intends to scale up EV production and eventually make money on it, but the automaker is quickly learning the transition will take longer than expected. Case in point: Earlier this year, Ford abandoned plans to retool a Canadian plant for EVs, deciding to expand production of its gasoline-powered Super Duty trucks there instead. 

F-150 Lightning: The F-150 Lightning was key to establishing Ford as the No. 2 EV brand by volume in the U.S., and sales are up 79 percent this year through July, but the truck has otherwise faced a tough 2024. First, Ford slashed its production targets by half and cut the workforce at its Rouge Electric Vehicle Center in Dearborn, Mich., by two-thirds. It also issued a stop-ship order in February over an undisclosed quality issue that lingered more than nine weeks. While Ford has continued to update the truck, including with a new Flash trim for the 2024 model year, it already has its eye on what’s next. The automaker intends to end production of the F-150 Lightning in Dearborn within months of launching a next-generation full-size pickup at its Blue Oval City plant in Tennessee in the second half of 2027, leaving the future of the Rouge EV Center in doubt. 

Next-generation pickup: Ford on Aug. 21 said it would push back production of its next-generation pickup by about 18 months from 2026 to the second half of 2027, the truck’s second delay this year. The vehicle, codenamed T3 — short for “trust the truck” — is expected to require significantly fewer parts than today’s vehicles. Farley has said the design is “awesome,” hinting it will have a more aerodynamic design than today’s pickups. It’s unclear whether Ford will call it an F-150 Lightning, although the plan to discontinue the current truck after production begins is a sign that it could continue using the name. 

Midsize pickup EV: The first product on Ford’s upcoming affordable EV platform — under development by a skunk works team based in California — will be a midsize pickup, the company said Aug. 21. Ford intends to begin building the vehicle in 2027 at its Louisville Assembly Plant, after discontinuing production of the Escape and Lincoln Corsair by the end of 2025. It’s unclear if the product would be badged as a Ranger or get a new name. 

E-Transit: U.S. sales of Ford’s electric commercial van are down 4.3 percent this year, despite the vehicle getting a range boost last year. Ford plans to redesign the E-Transit on a new platform in 2026, shifting production to its Ohio Assembly Plant. 

Three-row hybrid crossover: Ford has canceled its long-planned three-row electric crossovers and plans to create a family of three-row hybrids instead. CFO John Lawler said given the size of the segment, battery costs and customer preferences, Ford no longer believed it could deliver profitable three-row EVs, despite efforts to reduce costs. He said the hybrids would feature “a range of propulsion options” but did not elaborate. That could indicate Ford is planning an extended-range electric vehicle variant — an electric-drive vehicle with a gasoline-burning onboard generator. The automaker said it would share more about timing and production locations next year.

Mustang Mach-E: Ford continues to push the boundaries of what its EVs are capable of with the Mustang Mach-E nameplate, adding the Rally variant this year. Meant to go off-road and tear up autocross tracks, it generates 480 hp and 700 pound-feet of torque. Expect the automaker to continue adding Mach-E derivatives and special editions, much like it does with the gasoline-powered Mustang. Ford plans to redesign the Mach-E on a new platform in 2027, continuing production in Mexico.

Small crossover: Ford’s low-cost EV architecture is meant to underpin multiple products, including a compact crossover. The automaker expects to build it by 2028, although those plans could change as the EV market rapidly evolves. Ford does not yet have a home for the crossover, although it would be logical that production would happen alongside an upcoming small pickup at the Louisville Assembly Plant. While Ford intends to discontinue the gasoline and hybrid Escape by the end of 2025, it’s unclear whether it would transfer that name to the compact EV. 

Super Duty: Ford redesigned its most profitable vehicle line last year with two new engine options and technology to make towing and hauling easier. To underscore the Super Duty’s importance, Ford in July said it will expand production to Oakville Assembly in 2026, with the capacity to build up to 100,000 trucks annually. That timing will coincide with a freshening, followed by a redesign in 2028. Executives have said the next-generation Super Duty will be getting a hybrid powertrain, in line with Farley’s vow to add a hybrid to every U.S. nameplate by the end of the decade.

F-150: The venerable F-150 was updated this year. The company placed an increased focus on the hybrid variant, lowering the price to make it on a par with some gasoline models. Ford also updated the Tremor and Raptor variants, following the 2023 introduction of the desert-racing Raptor R. The nameplate is due for a redesign on a new platform in 2027. 

Ranger: U.S. sales of Ford’s midsize pickup tumbled 28 percent this year through July, as production of the redesigned model was delayed by last fall’s UAW strike. The latest Ranger, also built and sold in a number of overseas markets, has an expanded engine lineup, larger interior touchscreens and more aggressive exterior styling. The new model is 2 inches wider and 2 inches longer than the previous generation. Ford also added, for the first time in the U.S., a Raptor off-road variant. The vehicle is due for a freshening in 2027, when Ford is expected to add a hybrid powertrain. Ford in the coming years also is expected to add a Tremor variant; executives have told dealers it plans to add Tremors for all utilities and pickups except the Bronco and Bronco Sport. 

Maverick: Ford has big plans for its smallest pickup. The automaker freshened the Maverick for the 2025 model year, adding a feature customers have asked for since the truck launched in 2021: all-wheel drive on the hybrid powertrain. It also expanded the Tremor package into a separate trim and added a lowered Lobo street truck variant aimed at tuners and customizers. Expect Ford to continue expanding the Maverick line into its own subbrand akin to the Mustang and Bronco. It will redesign the pickup in 2028. 

Maverick-based van: Ford’s decision to exit the compact van market in the U.S. by no longer importing Transit Connect vans from Spain will be short-lived. The automaker surprised dealers at an August meeting by showing a physical prototype of a Maverick-based van. Attendees said it resembled a regular Maverick pickup with a tall bed cap. One said it looked like a tall Chevrolet HHR. Ford is expected to introduce the van as early as next year. At the meeting, executives said they did not yet have a name for it, so it’s not known whether Ford will revive the Transit Connect moniker or market the vehicle as part of the Maverick family. The van is expected to have both hybrid and gasoline powertrains and be built in Mexico alongside the Maverick and Bronco Sport. 

Transit: The Transit remains a key product for commercial businesses, with U.S. sales up 21 percent this year through July. Beyond the commercial market, Ford last year launched the Transit Trail, a lifestyle vehicle aimed at younger buyers looking for something to use on long trips. While there are no major updates planned in the near future, Ford will continue building the van at its Kansas City Assembly Plant after E-Transit production shifts to its Ohio Assembly Plant. 

Expedition: Ford will take the wraps off a redesigned Expedition before the end of this year, with plans to begin production in early 2025. 

Expect some design elements from the recently revealed Navigator to carry over, including a rear split gate. The Expedition is slated to get a large display screen along the dashboard, although a person familiar with the plans said it’s not expected to be as large as the pillar-to-pillar display in the Lincoln Nautilus and Navigator. The Expedition also is expected to get a Tremor variant. Ford will freshen the next-generation Expedition in 2028, when it could add a hybrid variant to meet Farley’s end-of-decade goal. 

Bronco: Bronco sales are down 17 percent in the U.S. this year through July, but the nameplate remains critical to Ford’s success. Ford is expected to freshen the Bronco in the first half of 2025, likely focused on interior tech, new paint colors and accessories to fit its modular architecture. The automaker is expected to add a hybrid powertrain in the coming years, partly to compete with the Jeep 4xe, although it’s unclear if that’s on tap for the midcycle update or further out. 

Explorer: Ford freshened the Explorer for the 2025 model year with a larger screen, updated center console and new standard features meant to simplify production. It also eliminated the hybrid model for retail customers. Ford axed the Timberline trim but is expected to replace it soon with a Tremor variant. The Explorer is due for a redesign in 2027, with production remaining at the Chicago Assembly Plant. 

Bronco Sport: Ford is making its Bronco Sport crossover even more off-road capable. The automaker is expected to offer a freshened model this year that includes a new Sasquatch package featuring larger tires and suspension upgrades. Ford also is expected to beef up the Bronco Sport’s exterior with new accessories and more durable front and rear parts that customers can customize. Expect the interior to get larger screens and Ford’s latest infotainment technology. Following this midcycle update, the automaker plans to redesign the Bronco Sport in 2027, when a hybrid powertrain is expected.

Escape: Ford intends to end production of the gasoline and hybrid Escape by the end of 2025 as it shifts its focus in the compact utility segment fully to the Bronco Sport. The automaker is expected to eventually return to the segment with a compact EV crossover later this decade, although it’s unclear if it will bear the Escape name. 

Mustang: The seventh-generation Mustang, introduced last year, will be the last gasoline-powered pony car standing. And Ford intends to make its competitors regret their decision. In addition to the usual slew of special editions, the automaker plans to significantly expand the Mustang lineup. Executives at an August dealer meeting showed renderings of a four-door coupe called the Mach 4; a four-wheel-drive, off-road Baja variant; a high-performance manual convertible without any Shelby badging; and an EcoBoost model modified by RTR, a company owned by racer Vaughn Gittin Jr.

While Ford did not reveal any production dates, it’s believed the automaker will launch the Mustang variants before the end of the decade. As part of its contract with the UAW that runs through 2028, Ford agreed to add “new product,” pending program approval.