Ford’s new EV strategy: affordable electric vehicles for mass market

Ford adapts to declining EV demand with a new Universal Electric Vehicle platform, aiming to boost sales and offer budget-friendly models like a $30,000 electric pickup.
Ford is revising its electric vehicle strategy amid declining demand and the end of U.S. tax incentives. CEO Jim Farley stated that the automaker plans to boost EV sales from 100,000 to 300,000 units.In 2025, Ford sold 84,113 electric vehicles, a 14% drop from 2024. The company is now focusing on its new Universal Electric Vehicle (UEV) platform, designed for the mass market and cost reduction.The first model on this architecture will be a mid-size electric pickup, set to debut later in 2026. With a starting price around $30,000, it will be Ford’s most affordable EV. This move matters because it highlights a shift toward accessible options. The lineup will expand to include several body types, such as two- and three-row crossovers, a sedan, and a van, with the UEV platform supporting up to eight different models.Overall, the strategy aims to strengthen Ford’s position in urban and mass-market EV segments through versatile, budget-friendly solutions.