Ford’s Next Electric Pickup Might Be Called the Ranchero EV

Ford filed a trademark with the US Patent and Trademark Office under the name Ranchero for its upcoming midsize EV pickup. The company plans to reveal plans for its advanced new EV platform on August 11, promising a breakthrough electric vehicle in America. The first vehicle based on the platform is expected to be a midsize EV pickup, potentially arriving as the electric Ford Ranger. The Ranchero nameplate was previously used by Ford from 1957 to 1979 for a coupe-style pickup truck.

Ford Motor Company has filed a trademark application with the United States Patent and Trademark Office (USPTO) for the name "Ranchero," potentially signaling the company's intention to use the name for its upcoming midsize electric vehicle (EV) pickup [1]. This trademark filing comes as Ford prepares to unveil its advanced new EV platform on August 11, an event that CEO Jim Farley has described as a "Model T moment" [3].

The trademark application, filed on August 5, 2025, under serial number 99320314, includes a description of goods and services that aligns with the development of the new EV pickup [1]. The application lists "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."

Ford has been working on developing a new, low-cost EV platform for some time, with the first vehicle expected to be a midsize pickup [2]. The company has assembled a team of former Tesla, Rivian, and Apple engineers to work on this platform, which is being developed at a new EV design center in Long Beach, California [2]. The first vehicle based on this platform is expected to be a midsize EV pickup, which could potentially be marketed as the electric Ford Ranger.

The Ranchero nameplate was previously used by Ford from 1957 to 1979 for a coupe-style pickup truck. The trademark filing suggests that Ford may be considering reviving this name for the new EV pickup, although it is not yet confirmed [1]. Ford has a history of reviving old model names, such as the Lightning and Maverick, and has previously trademarked a bevy of old names in various regions [1].

The upcoming EV platform is part of Ford's broader strategy to match the cost structure of leading Chinese players and produce more affordable EVs in the U.S. [2]. The first vehicle based on this platform is expected to be a midsize electric pickup that will "match the cost structure of Chinese OEMs building in Mexico" [2]. Ford has indicated that it will use lithium-iron phosphate (LFP) batteries, which are cheaper to produce, for this new lineup [2].

The August 11 event is expected to provide more details about Ford's plans for the new EV platform and the first vehicle based on it. The event will take place at the Louisville Assembly Plant in Kentucky [3]. CEO Jim Farley has described the event as a "Model T moment," highlighting the significance of the announcement for Ford and the broader automotive industry [3].

References:
[1] https://fordauthority.com/2025/08/ford-ev-pickup-could-be-called-ranchero/
[2] https://electrek.co/2025/08/06/ford-opens-new-ev-center-where-it-will-develop-midsize-pickup/
[3] https://www.wave3.com/2025/08/01/ford-ceo-hints-new-ev-platform-be-revealed/