The end of the Ford F-150 Lightning was also the start of a new era for the automaker. After failing to capture the market with the electric version of its popular F-Series truck, Ford is going back to the drawing board with its Universal Electric Vehicle Platform.

The first offering will be a $30,000 electric truck, engineered for efficiency and also — perhaps most importantly — profitability. The truck will be revealed in 2027, but Ford plans on building a whole family of low-cost electric vehicles at its Kentucky assembly plant. The heavily camouflaged truck has already been spotted out in the wild, with observers noting that it seems even smaller than the Maverick.

Success isn’t guaranteed. Ford has struggled to make profitable EVs, forcing the company to take a staggering $19.5 billion hit on its EV investments in 2025. But Ford still sees EVs as the future — just not oversize ones with “no path to profitability,” as executives say.

• Emojis as camouflage.
• Ford’s $30K electric truck could be smaller than a Maverick.
• Inside the lab where Ford is trying to crack the code on cheap EVs
• Ford’s EV and software chief Doug Field is leaving the company
• Ford is fighting against physics to build affordable EVs
• Ford’s big bet on EVs didn’t pan out — now it’s pivoting to hybrids and energy storage
• Ford CEO Jim Farley on China, tariffs, and the quest for a $30,000 EV
• Ford reveals breakthrough process for lower priced EVs