Ranchero's and El Camino's were popular in the 60's and 70's (Ford built the Ranchero for 20 years) but I think they largely appealed to the younger demographic. If Ford could build a small sport truck that looks cool, is fun to drive and is irresistibly affordable, then I can see it being successful. I can also see owners upgrading from it to a Maverick, CE1 pickup (or even a Ranger) as their needs change (e.g. starting families). It might prove to be another conquest vehicle like Maverick has proven itself to be but at an even lower price point.
I think this is going to be fun to watch and see what Ford comes up with. The convergence of an "affordable ICE truck", "a different kind of truck", and the resurrection of the Ranchero trademark is very interesting to me.
It's a good article. It's behind a paywall, but here's the link:
https://www.detroitnews.com/story/business/autos/ford/2026/01/14/detroit-auto-show-jim-farley-ford-globalization-localization-u-s-manufacturing/88050761007/?gnt-cfr=1&gca-cat=p&gca-uir=true&gca-epti=z11xx46p119150c119150d00----v11xx46d--36--b--36--&gca-ft=102&gca-ds=sophi
Four different reliable sources have said we’ll have $100,000 SRI packages in the first quarter. But until we actually see something in print it’s all hearsay.
Interesting article in today's Detroit News about how "globalism" is out and "localization" is in. Farley made this comment about sedans:
Ford in December emphasized forthcoming affordable trucks, and its next-generation EV will first launch in 2027 as a Maverick-like midsize truck starting at $30,000. Although the automaker left the U.S. sedan market by 2020, it's a "vibrant" segment, Farley said, but the challenge has been producing them profitably.
"We may find a way to do that, but you have to produce it here, compared to bringing them in from Europe like you did before, or Mexico," Farley said. "Never say never."