A fresh USPTO filing suggests Ford’s next electric pickup could revive a storied badge. On August 5, 2025, Ford applied to trademark Ranchero for “motor vehicles, namely trucks, vans, utility vehicles, and electric cars,” pointing to the name as a contender for the midsize EV truck the company plans to outline next week.
The timing aligns with CEO Jim Farley’s August 11 event teasing “plans to design and build breakthrough electric vehicles in America,” and it lands as Ford’s Q2 sales surged ahead of major rivals—momentum the brand will want to carry into its next-gen EVs.
Mario Tama/Getty Images
What The Filing Signals
The Ranchero application doesn’t confirm a production name, but it does frame where Ford’s thinking is headed. Rather than simply electrifying the Ranger, Ford has been developing a dedicated advanced EV platform aimed at lower cost and higher efficiency.
The midsize pickup is expected to be first off that architecture and, per company messaging, will be designed and engineered in the U.S. The choice of Ranchero would lean on heritage—Ford sold the car-based pickup between 1957 and 1979—while giving the new truck a distinct identity separate from F-150 Lightning.
Getty
Where It’s Being Built And When It’s Due
Ford just opened an EV Design Center in Long Beach, California, which will serve as the creative hub for the truck. The project is being led by the so-called “skunkworks” team under former Tesla engineer Alan Clarke, with talent recruited from Tesla, Rivian, and Apple.
Expect a reveal cadence that starts with strategy and tech on August 11, followed by deeper product details as the platform matures. The midsize EV pickup is targeted for 2027, positioning it to arrive as battery cost curves and charging infrastructure continue improving.
Getty
How It Fits Ford’s Lineup
If Ranchero becomes the nameplate, it would give Ford a two-truck EV strategy: F-150 Lightning for full-size buyers and Ranchero EV for midsize shoppers who want something smaller, lighter, and more affordable to run. Pricing will be closely watched, especially in a lineup that already stretches from attainable work trucks to some of the most expensive new Fords you can buy.
Execution will matter, too. Ford’s recent recall affecting over 850,000 vehicles underscores how quality and durability remain table stakes—particularly for buyers considering a first EV truck.
Mario Tama/Getty Images
What To Watch On August 11
Look for clarity on the midsize platform’s battery strategy, thermal management, towing targets, and software approach. Ford has said the goal is to cut costs while boosting efficiency, which should translate into competitive range in a smaller footprint than Lightning.
Whether or not Ranchero is confirmed on stage, the filing strongly hints at Ford’s branding direction—and at a product meant to broaden its EV truck appeal while capitalizing on Q2 sales momentum.
