Ford to build EV pickup with a starting price of $30K in bid to catch China rivals

Core Insights - Ford plans to launch a new family of affordable electric vehicles (EVs) in 2027, including a midsize pickup truck with a target starting price of $30,000, aiming to enhance cost efficiency to compete with Chinese rivals [1][4] - The company is investing nearly $2 billion in its Louisville, Kentucky plant to support this initiative, which will retain at least 2,200 jobs [1][4] - Ford's CEO, Jim Farley, emphasized the need for a sustainable and profitable business model in the affordable EV segment, acknowledging the challenges faced by Detroit automakers in the past [4][8] Investment and Development - Ford's affordable EVs are being developed by a specialized team, referred to as the "skunkworks," which includes talent from competitors like Tesla and Rivian [5] - The average price of EVs sold in June was approximately $47,000, while many Chinese models are priced between $10,000 and $25,000, highlighting the competitive pricing landscape [5][6] - Ford has faced significant losses in its EV and software division, estimating losses of up to $5.5 billion and nearly $10 billion combined from 2023 to 2024 [8] Market Dynamics - The demand for affordable EVs is increasing, with global competition intensifying as other companies, including startups and established automakers, aim to deliver lower-priced models [6][10] - Ford's current EV offerings, including the Mustang Mach-E, E-Transit, and F-150 Lightning, saw a 12% decline in sales in the first half of the year compared to the previous year [9][13] - The elimination of the $7,500 consumer tax credit and reduced funding for charging infrastructure may further impact demand for EVs [11][16] Technology and Production - Ford plans to utilize lithium-iron-phosphate (LFP) batteries for its upcoming EVs, produced in Marshall, Michigan, leveraging technology from Chinese battery maker CATL to reduce costs [15] - The company has reconfigured many gasoline-powered vehicles with batteries to expedite market entry, delaying the development of a unified EV platform [14]