Ford Sharpens Ford+ to Accelerate Profitable Growth

[Dequindre]

At this point, with Ford cancelling products and changing plans so often, it looks like they basically wasted an entire decade (2020s). What is the last actual clean sheet new product that we've seen? The Maverick? Mustang special edition flavors of the month don't count. 

[Texasota]

7 minutes ago, Dequindre said:

At this point, with Ford cancelling products and changing plans so often, it looks like they basically wasted an entire decade (2020s). What is the last actual clean sheet new product that we've seen? The Maverick? Mustang special edition flavors of the month don't count. 

Would have to add the new Bronco to your list. It was new for the 2021 model year.

[Sherminator98]

4 minutes ago, Dequindre said:

At this point, with Ford cancelling products and changing plans so often, it looks like they basically wasted an entire decade (2020s). What is the last actual clean sheet new product that we've seen? The Maverick? Mustang special edition flavors of the month don't count. 

 

From 2020-

Mustang Mach E

Bronco Sport
Maverick

Bronco

Do keep in mind that more or less from 2022-2024/5 the Automotive market was a complete shitshow with supply chain issues and other COVID related things like markups. 

But the last new Ford nameplate was the Maverick in 2021

 

So with everything that has transpired, Ford has lost about 5 years of new product that would have come out since then with the the 3 row EV and now the T3 EV getting cancelled. 

 

In brighter news the CE1/Universal EV platform should be out in less then 24 months?

[morgan20]

1 hour ago, Biker16 said:

I find it very American to want to be your own power plant, yet over and over again. Laws and other restrictions are put in place to make it increasingly difficult to do so. It's almost like the energy companies have direct control over government and politicians, and they work together to make it more difficult for people to rid themselves of these monopolies and cartels. 

 

Yea, now that Ford is a newcomer to the battery energy storage business, will it act as a counterweight to the existing monopolies and cartels in the energy sector and help Americans be your own power plant? Or will the big shots at Ford say, "can't beat them cartels, so let's join 'em"? 

[Biker16]

9 hours ago, morgan20 said:

 

Yea, now that Ford is a newcomer to the battery energy storage business, will it act as a counterweight to the existing monopolies and cartels in the energy sector and help Americans be your own power plant? Or will the big shots at Ford say, "can't beat them cartels, so let's join 'em"? 

 

Battery prices are falling fast. 

 

Generally speaking, Ford's advantage is that the batteries are made domestically, which allows for government incentives and avoids tariffs. No, as domestic battery capacity increases, prices will continue to come down. 

 

Globally, there is a capacity glut in batteries, which is driving down battery costs. $90 per kilowatt hour in 2026

 

Benefits me as I build more energy storage for my solar system. But I fear battery over capacity will have long-term consequences on electric vehicles. 

[rmc523]

11 hours ago, Dequindre said:

At this point, with Ford cancelling products and changing plans so often, it looks like they basically wasted an entire decade (2020s). What is the last actual clean sheet new product that we've seen? The Maverick? Mustang special edition flavors of the month don't count. 

 

I joked over at GMI that Ford's list of cancelled products over the last 5-ish years is longer than their current portfolio of vehicles lol.

[rmc523]

It's seeming like MAP will become Bronco+hybrid and Lincoln Bronco (+hybrid?), with Tennessee getting the Bronco truck.it doesn't make sense, but it's the only thing that makes sense with what they've stated publicly.

 

 

 

At the end of the day, we can discuss this a ton now, and they'll rip up this plan and start over in another year and a half, in typical Ford fashion.  At some point, they need to pick a direction and stick with it/see it through.

[akirby]

2 minutes ago, rmc523 said:

It's seeming like MAP will become Bronco+hybrid and Lincoln Bronco (+hybrid?), with Tennessee getting the Bronco truck.it doesn't make sense, but it's the only thing that makes sense with what they've stated publicly.

I still say it's a small unibody pickup.  Bronco pickup would not be "affordable" but I do think they might do both.

[rmc523]

11 minutes ago, akirby said:

I still say it's a small unibody pickup.  Bronco pickup would not be "affordable" but I do think they might do both.

 

I forget where it was posted in all the topic shuffling, can you rehash your idea again?  Were you saying a smaller Maverick?

 

I just don't understand what the point of replacing Ranger with a unibody product would be - at that point, keep what's already developed with ROW economies of scale.

[Sherminator98]

1 minute ago, rmc523 said:

I just don't understand what the point of replacing Ranger with a unibody product would be - at that point, keep what's already developed with ROW economies of scale.

 

I was thinking about this a bit more

 

With the CE1 pickup coming and info already given about it, I'm wondering if Ford is trying to slot it as a Ranger "replacement".

 

As for the TTP, I think Ford is playing loose with this-they aren't going to be building a product there for at least another 24 months (2029 CY or MY?) and I think the upcoming UAW talks are going to influence what happens there also. 

 

So with that said, I think this what might happen:

 

Maverick

CE1 EV Pickup

Ranger replaced by a Bronco based product (Ranger sales are similar to what Gladalitor is, but that might be constricted due to Bronco production) But TTP is going to need more product in it and not something that just sells 50-70K a year. 

 

I also don't see the need for another smaller pickup or one that is cheaper. Affordable is a nebulous term-I think something that is in the $30-40K range is "affordable", while others think it should be in the $20-30K which might not be possible. 

[Motorpsychology]

19 minutes ago, rmc523 said:

 

I forget where it was posted in all the topic shuffling, can you rehash your idea again?  Were you saying a smaller Maverick?

 

I just don't understand what the point of replacing Ranger with a unibody product would be - at that point, keep what's already developed with ROW economies of scale.

Plus, the Ranger and Bronco share many components, so some economy of scale would be lost.

 

@rmc523, lost in the topic musical chairs,( paraphrasing here) I had commented that it will be interesting to see how the Ranger Super Duty does in markets where the F 150 is also sold. I believe it was you who commented that you didn't think Ranger and F-150 were both sold in other markets, but they are in Australia and New Zealand, as well as the Middle East, however I don't think the ME is getting Ranger Super Duty.

 

It would make  a really cool Ranger Raptor R platform, though!

Edited December 17, 2025 by Motorpsychology

[morgan20]

27 minutes ago, rmc523 said:

At the end of the day, we can discuss this a ton now, and they'll rip up this plan and start over in another year and a half, in typical Ford fashion.  At some point, they need to pick a direction and stick with it/see it through.

 

Yea, exactly. For Ford's big shots to pick a direction and stick with it/see it through, there needs to be a lot more accountability than there is now, as tbone mentioned.

[akirby]

5 minutes ago, rmc523 said:

I just don't understand what the point of replacing Ranger with a unibody product would be - at that point, keep what's already developed with ROW economies of scale.

I see 2 reasons.

 

1 - free up Map to make more Broncos and new variants including hybrids and possibly a pickup

 

2 - the lower cost gas truck will sell in much larger numbers just due to cost and has the potential to be far more profitable if they can apply at least some of the ce1 design, engineering and manufacturing principles. 
 

They could keep Maverick as a step up product and keep this truck on the cheaper side.

[akirby]

4 minutes ago, Sherminator98 said:

also don't see the need for another smaller pickup or one that is cheaper.

Say what?  Remember when Maverick came out at $20K?  The asians still sell a crapload of sub $25K cars.  Corolla alone sold 230K last year.

 

A cheap $25k teuck will sell great just like the original ranger.  The difference here is they need to use all those ce1 cost saving ideas to make it reasonably profitable at those lower prices.  I see 150k+ no problem compared to 50K Rangers.

[rmc523]

32 minutes ago, Sherminator98 said:

 

I was thinking about this a bit more

 

With the CE1 pickup coming and info already given about it, I'm wondering if Ford is trying to slot it as a Ranger "replacement".

 

As for the TTP, I think Ford is playing loose with this-they aren't going to be building a product there for at least another 24 months (2029 CY or MY?) and I think the upcoming UAW talks are going to influence what happens there also. 

 

So with that said, I think this what might happen:

 

Maverick

CE1 EV Pickup

Ranger replaced by a Bronco based product (Ranger sales are similar to what Gladalitor is, but that might be constricted due to Bronco production) But TTP is going to need more product in it and not something that just sells 50-70K a year. 

 

I also don't see the need for another smaller pickup or one that is cheaper. Affordable is a nebulous term-I think something that is in the $30-40K range is "affordable", while others think it should be in the $20-30K which might not be possible. 

 

Yeah, utilization of TTP is a question mark...

 

32 minutes ago, Motorpsychology said:

Plus, the Ranger and Bronco share many components, so some economy of scale would be lost.

 

@rmc523, lost in the topic musical chairs,( paraphrasing here) I had commented that it will be interesting to see how the Ranger Super Duty does in markets where the F 150 is also sold. I believe it was you who commented that you didn't think Ranger and F-150 were both sold in other markets, but they are in Australia and New Zealand, as well as the Middle East, however I don't think the ME is getting Ranger Super Duty.

 

It would make  a really cool Ranger Raptor R platform, though!

 

Ah, well I don't think F-150 sells in meaningful numbers in any of those markets - I think Ranger is still the "F-150" of those markets.

 

I was referring to "core" F-150 markets - we won't see Ranger Super Duty in the US or Canada, for instance.

 

29 minutes ago, akirby said:

I see 2 reasons.

 

1 - free up Map to make more Broncos and new variants including hybrids and possibly a pickup

 

2 - the lower cost gas truck will sell in much larger numbers just due to cost and has the potential to be far more profitable if they can apply at least some of the ce1 design, engineering and manufacturing principles. 
 

They could keep Maverick as a step up product and keep this truck on the cheaper side.

 

But now you're saying a Bronco pickup plus this other new baby truck?

[fordmantpw]

In reality, isn't the current Ranger a Bronco truck anyway?  I mean, they're built on the same platform, they just don't share any sheet metal and doesn't have quite the off-road cajones that the Bronco does.

Edited December 17, 2025 by fordmantpw

[rmc523]

4 minutes ago, fordmantpw said:

In reality, isn't the current Ranger a Bronco truck anyway?  I mean, they're built on the same platform, they just don't share any sheet metal.

 

I guess in a way, sure.

[Sherminator98]

29 minutes ago, akirby said:

Say what?  Remember when Maverick came out at $20K?  The asians still sell a crapload of sub $25K cars.  Corolla alone sold 230K last year.

 

A cheap $25k teuck will sell great just like the original ranger.  The difference here is they need to use all those ce1 cost saving ideas to make it reasonably profitable at those lower prices.  I see 150k+ no problem compared to 50K Rangers.

 

How much cheaper can they make a Maverick type vehicle? Part of the reason why EVs would/should be cheaper is due to less complexity in the build and not needing certain things like sealing up the back of the vehicle to keep passengers from getting carbon monoxide poisoning.  

 

There has been about $4k increase in car prices over the past 5 years-the Versa was $14,730 in 2020 and it lists for 17,390/19190K today depending on the transmission. 

 

I still think the "affordable" tag is just wishful thinking for some people.  

[Motorpsychology]

19 minutes ago, akirby said:

Say what?  Remember when Maverick came out at $20K?  The asians still sell a crapload of sub $25K cars.  Corolla alone sold 230K last year.

 

A cheap $25k teuck will sell great just like the original ranger.  The difference here is they need to use all those ce1 cost saving ideas to make it reasonably profitable at those lower prices.  I see 150k+ no problem compared to 50K Rangers.

Similar to the Mustang, Ranger has a certain  je ne sais quoi  that to many current and intender Ranger customers, in North America at least, would balk at the idea of a unibody Ranger.

If Ranger would have to be absorbed into the Bronco Family (Bronco Ranger? Bronco Ranchero? Grand Ute?) to make MAP more efficient, so be it, but I don't think the plant is running at capacity now, and there is no Bronco shortage that I'm aware of. Ranger can stay a body on frame alternative truck, and I would guess that between the four plants that make them, there is economy of scale for at least some parts.

 

 

[akirby]

18 minutes ago, rmc523 said:

 

But now you're saying a Bronco pickup plus this other new baby truck?

I'm saying IF they cancel Ranger in favor of these new more affordable trucks that it makes it possible to fill the gap with a Bronco pickup both in terms of market positioning and factory capacity.  But not saying it's a given.

[akirby]

12 minutes ago, Sherminator98 said:

 

How much cheaper can they make a Maverick type vehicle? Part of the reason why EVs would/should be cheaper is due to less complexity in the build and not needing certain things like sealing up the back of the vehicle to keep passengers from getting carbon monoxide poisoning.  

 

There has been about $4k increase in car prices over the past 5 years-the Versa was $14,730 in 2020 and it lists for 17,390/19190K today depending on the transmission. 

 

I still think the "affordable" tag is just wishful thinking for some people.  

I think you're missing a lot of the ce1 benefits.  Simplified electricals and controls, simplified stampings, assembly, etc.  Lots that could still be applied to a gas vehicle.  Also cheaper design and engineering.

[rmc523]

22 minutes ago, Sherminator98 said:

 

How much cheaper can they make a Maverick type vehicle? Part of the reason why EVs would/should be cheaper is due to less complexity in the build and not needing certain things like sealing up the back of the vehicle to keep passengers from getting carbon monoxide poisoning.  

 

There has been about $4k increase in car prices over the past 5 years-the Versa was $14,730 in 2020 and it lists for 17,390/19190K today depending on the transmission. 

 

I still think the "affordable" tag is just wishful thinking for some people.  

 

He proposed a regular cab version, IIRC.

[Sherminator98]

23 minutes ago, rmc523 said:

 

He proposed a regular cab version, IIRC.

 

That they'll sell 100s to fleet operators 😛

 

[rmc523]

23 minutes ago, Sherminator98 said:

 

That they'll sell 100s to fleet operators 😛

 

 

I guess it could sort of be a Slate competitor at that point, at a price point that would undercut it by a fair amount with more standard features.  I'm skeptical on the ROI on that......plus, wouldn't it be easier to make a Maverick "regular cab" at that point instead of a whole new model?

[akirby]

2 hours ago, Sherminator98 said:

 

That they'll sell 100s to fleet operators 😛

 

 

Basic single cab Rangers were hot sellers in the late 80s early 90s.  Perfect commuter vehicles.

Mine cost $8k in 1990 which is $22K today.  I guarantee they'll sell enough to make it worthwhile if they come in below $25k.  And remember the key is to be able to sell them at that price and turn a profit.  They'll also have crew cabs too and higher trim options for those willing to pay more.