Ford currently has a Ranger plug-in hybrid for other markets, but the rumormill has been abuzz about a full EV.
On August 5, Ford filed a trademark which a lot of folks — including those over at Ford Authority who initially discovered it — will immediately recognize: “Ranchero”.
The outlet uncovered that the Blue Oval recently revived the nameplate through a word mark filing, number 99320314, for the Ranchero name. But here’s there it gets interesting: The mark’s description covers “Automobiles; Motors, electric, for land vehicles; Motor vehicles, namely, automobiles, trucks, vans, sport utility vehicles and structural parts therefor; Pick-up trucks, Electric cars; Electric vehicles, namely, electric passenger automobiles, pick-up trucks, vans, sport utility vehicles and their structural parts (emphasis added).”
So what, right? If you read through that on its face, Ford Motor Company is more or less just covering everything vehicle-related with that trademark application. In theory, if the company decided to use the name, then they could put it on whatever they like and claim trademark protection. In the context of Ford’s recent electric ambitions, however, it could — and I have to stress could — mean the Ranchero could re-emerge as a electric pickup truck to slot below the F-150 Lightning.
Ford originally used the Ranchero name for a sedan-based pickup between 1957 and 1979.
Some more context: CEO Jim Farley teased a “Model T” moment is coming next week. What does he mean by that? It’s an electric vehicle-related announcement, and something so momentous the whole industry ought to snap to attention at what his company has up its sleeve. You may call it C-suite bluster, and August 11 will see whether you’re vindicated there, but Farley notes “that will be a big day for all of us at Ford.”
“We will be in Kentucky to share more about our plans to design and build a breakthrough electric vehicle and a platform in the US. This is a Model T moment for us at Ford, a chance to bring a new family of vehicles to the world that offer incredible technology, efficiency, space and features (emphasis added again).”
On that basis, the timing of this Ranchero trademark application is curious, to say the least. Now, automakers apply for trademarks all the time, so it doesn’t necessarily confirm the Ranchero name is coming back for certain, nor may it be an electric vehicle. Put it all in context and take a few moments reading the tea leaves, however, and things appear to be pointing in a particular direction.
As far as Kentucky is concerned, Ford is retooling the Louisville Assembly Plant to accommodate building electric vehicles. That is according to expansion plans for the facility submitted to Louisville Metro Planning and Design Services in early June (as reported by the Louisville Courier-Journal). Three projects involved in that process would add 52,000 square feet of development to the existing site, and complement the company’s retooling for EV production in the coming months.
At the moment, Ford aims to build lithium-iron phosphate (LFP) batteries next year at its BlueOval Battery Park site in Michigan. Those units will eventually make their way into the company’s future lower-cost EVs, including this smaller midsize electric pickup, which we expect to see in 2027.
What do you think? Would you be excited to see the Ranchero name return on a sub-F-150 Lightning midsize electric truck?
