Ford Pushes EV Launches to 2028, Focuses on Lower-Cost Cars

Ford is delaying the launch of two upcoming electric vehicles by at least one year as it redirects its EV strategy toward smaller, lower-cost models. The automaker confirmed that the production of a full-size electric pickup, initially planned for 2027 at its BlueOval City plant in Tennessee, has been moved to 2028. Similarly, the rollout of the next-generation E-Transit electric van at its Ohio facility will also be delayed from 2026 to 2028.

The company said in a statement that both the F-150 Lightning and E-Transit "continue to meet today’s customer needs," and that it “will be nimble in adjusting our product launch timing to meet market needs and customer demand while targeting improved profitability.”

The decision reflects a broader strategic shift driven by market signals and global competitive pressures, especially from Chinese automakers. These competitors have introduced lower-cost electric vehicles, intensifying pricing pressure on US and European manufacturers.

“The pure EV market in the United States seems to us very clear: small vehicles used for commuting and around town,” said CEO Jim Farley during a recent earnings call. He emphasized Ford’s focus on developing a new platform for smaller EVs optimized for urban use and price sensitivity.

This is not the first time Ford has adjusted its electric vehicle roadmap. In 2024, the company canceled plans for a three-row electric SUV, with Farley noting at the time that large EVs were no longer central to Ford’s development priorities. The company is also preparing to unveil further EV strategy details and model updates at an event scheduled for Aug. 11 in Kentucky.

Ford, which leads the US auto industry in vehicle recalls, has acknowledged ongoing quality and cost challenges in its EV division. The company previously projected losses of up to US$5.5 billion in its electric vehicle and software operations for 2025.

Three major automakers—Nissan, Toyota, and Honda—have delayed or canceled key EV plans amid the approaching end of US tax credits for electric vehicles. Congress passed legislation ending the US$7,500 credit for new EVs and the US$4,000 credit for used ones as of Sep. 30, prompting industry-wide adjustments. Nissan postponed two electric crossovers at its Mississippi plant by nearly a year, though it still plans to produce them.

Toyota delayed its three-row electric SUV and shifted production to Kentucky, while Honda canceled a large electric SUV once planned for 2027. These moves come as automakers reassess demand and profitability without federal incentives that have supported EV sales in recent years.