Ford has postponed the market launch of two next-generation electric vehicles (EVs) to 2028, as the U.S. carmaker shifts its strategy toward smaller and more affordable models in response to rising costs and changing consumer demand.
Production of the new electric pickup, previously slated for the BlueOval City plant in Tennessee, and an electric van at the company’s Ohio facility, will now begin in 2028, Ford recently informed its suppliers. The two vehicles were initially expected to launch in 2025 and had already been delayed to 2026.
Ford said that its existing electric lineup continues to meet customer needs and that it is maintaining flexibility in its product plans. “F-150 Lightning, America’s best-selling electric truck, and E-Transit continue to meet today’s customer needs,” the company said. It added that it “will be nimble in adjusting our product launch timing to meet market needs and customer demand while targeting improved profitability.”
The shift marks the latest in a series of adjustments to Ford’s electric vehicle roadmap. In April, the automaker postponed a three-row electric SUV planned for its Oakville, Ontario plant to 2027. Months later, the company scrapped those EV plans entirely in favor of hybrids and paused development of a large electric SUV.
The delay comes as Ford’s Model e EV division continues to post mounting losses. The unit recorded a $1.3 billion loss in the second quarter, with the full-year 2025 loss forecast at $5.5 billion. Despite more than doubling EV revenues, Ford faces difficulty lowering prices enough to accelerate demand in a competitive and evolving market.
CEO Jim Farley signaled that growth is no longer being driven by high-end electric vehicles and pointed to increasing consumer interest in smaller EVs intended for short-range use. Ford is scheduled to hold an event on Aug. 11 in Kentucky, where it is expected to present details on upcoming EV technologies and models, including potentially more affordable offerings.
