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.