Upcoming Ford EV Pickup could soon hit the roads under a revived and familiar name—Ranchero—according to a recent trademark filing by the company with the United States Patent and Trademark Office (USPTO). The application, filed on August 5, 2025, includes a broad description of vehicles and structural components under the Ranchero name, giving rise to speculation that the iconic nameplate may make a comeback in electric form.
The Ranchero was originally a coupe utility vehicle sold by Ford between 1957 and 1979. While it faded out decades ago, it continues to hold nostalgic value among Ford enthusiasts. This new filing suggests Ford may be ready to reintroduce the name, this time as an electric pickup, aligning it with the company’s expanding focus on electrification.
Ford’s Strategic Shift Toward Affordable EV Trucks
The upcoming Ford EV pickup is expected to be the first model based on a new, low-cost electric vehicle platform. Ford has been actively developing this platform to serve a wider market segment with more affordable EV options. While the company has not confirmed model details or release dates, CEO Jim Farley has previously stated that Ford is aiming to create a $25,000 electric vehicle platform that would serve multiple vehicle types, starting with a midsize pickup.
Although many believed the truck would fall under the existing Ranger badge, Ford’s recent trademark for Ranchero suggests a different strategy. Reviving a legacy name could provide a branding advantage, appealing both to retro car lovers and a new generation of EV buyers. Ford’s application also covers electric motors and structural vehicle parts, indicating the model will be developed from the ground up for electric use, rather than being an adaptation of an existing ICE model.
This strategy aligns with the current EV industry trend of blending nostalgia with innovation. Much like how General Motors revived the Hummer nameplate for its EV lineup, Ford may be positioning Ranchero as a bold statement in its evolving truck portfolio.
Trademark Filing Fuels Industry Speculation
The details of the trademark—filed under serial number 99320314—mention various types of vehicles, including pickup trucks, electric vehicles, SUVs, and their respective components. This broad classification not only covers a single model but potentially hints at an entire product line.
According to Ford Authority, which first reported the filing, the new Ranchero would most likely be marketed as an electric midsize pickup aimed at buyers looking for utility with modern efficiency. It would enter a competitive market, facing off with models like the Tesla Cybertruck, Chevrolet Silverado EV, and Rivian R1T.
Ford has already demonstrated success in the EV truck market with its F-150 Lightning, which launched to strong demand. However, the Lightning’s price and size place it in a different segment. A more compact, affordable truck like the upcoming Ford EV pickup would serve customers looking for practicality, budget-friendliness, and eco-conscious driving.
Market Outlook and Future Possibilities
The trademark filing does not confirm launch dates or specifications, but it provides a clear signal of Ford’s intentions. The automaker is increasingly focusing on flexible platforms and digital integration, which the new Ranchero EV is expected to feature. Ford may also incorporate battery advancements and modular architectures to improve range and performance at a lower cost.
Additionally, as the EV market continues to evolve with increasing competition from Chinese automakers and startups, Ford’s move to trademark Ranchero could help strengthen its identity in a crowded space. Reviving the Ranchero brand not only connects to Ford’s heritage but also leverages nostalgic brand value in a tech-forward vehicle.
For those interested in staying updated on trademark activity, filings can be tracked directly via the USPTO’s official site.
In conclusion, while nothing is official yet, all signs point to Ranchero becoming the name of the upcoming Ford EV pickup. The move fits well with Ford’s strategy of combining electric innovation with its rich automotive legacy. As the company prepares to launch more EVs in the coming years, the Ranchero could be a significant player in Ford’s electrified future. Ford’s design direction, much like other major automakers, is evolving rapidly to meet modern aesthetic and aerodynamic needs—similar to the recently revealed new Mercedes-Benz grille design, which showcases how legacy brands are blending tradition with futuristic styling cues.
