Fords model T moment? Probably not.

Monday Ford held a big press conference on their Louisville Kentucky assembly plant touting a new "Model T moment". Ford has been putting out the vibe that their forthcoming announcement would be a comparable in impact to Henry Fords advancements in assembly line technology. An advancement that industrialized the world and has been copied for the production of everything from cars to aerospace to furniture. After watching the live announcement... sadly as of right now I am gonna have to say, swing and a miss.

Fords CEO proudly walked out on stage, after a few football coaches for some reason? Jim Farley Fords President and CEO in front of press and plant workers and seemingly re announced, the SLATE but without the cool parts? The Bezos backed modular EV skateboard chassis style architecture small pick up that can also be used as the base for other models. Fords CEO also announced a two billion dollar investment in plant, facility and new jobs for the Louisville Kentucky assembly plant. Touted projected $20,000 price range but none of the modularity of the SLATE. While Ford has kept the V8 and internal combustion powered performance vehicles and racing a key part of their ethos. Jim Farley has been on record many times touting his appreciation and affinity for Chinese EVs. And the benefits of their universal electric Vehicle platform.

Huh, ok.

Ford seems to have been able to straddle the Combustion/ EV fence better than most. Its controversial Mustang Mach E has done reasonably well. No where near the success of its original namesake but despite some teething issues. Ford and others like to point out that the Mach E outsold its pony car inspiration in 2024. They tout Mach E sales increasing nearly 35% compared to 2023. A success most likely owing to its mid size SUV design and pricing, which showed a Q1 2025 Mustang Mach-E Sales: 11,607 units, a 21% increase year-over-year. 

But if your compare the Mach E to Fords own showroom competition the Bronco Sport sold 33,363 units to the Mach Es 11,607 units and the Ford Escape a vehicle closer to comparable to the Mach E in size intended use sold 37,357 units. EVs have certainly been fighting to build and maintain its place in the American automotive market. While there are arguments both ways the challenges remain. Americas aging power infrastructure certainly isnt helping the EV cause. CAlifornia Americas flagship state when it comes to tech design and innovation famously announced no Internal Combustion engine vehicles allowed after 2035. Followed almost immediately by the states requests for current EV owners to not charge their cars or even run their homes Air Conditioning units due to summer time power outages and rolling blackouts.

Will Fords as yet un named new low cost EV pick up be the game changer they say? That remains to be seen. Ford didn't show off any pics of the actual vehicle and while they did talk about the new platform being the underpinning for Future SUV and other models they stopped short of SLATES innovative idea of owners having the capability of upgrading or swapping body components to give the vehicle different layouts and uses.

I have to say I’m kinda bummed by this announcement. I was hoping Ford would follow Toyotas example with their HiLux sub $10,000 pickup. While not available in the US market the Hilux has had American car enthusiasts frothing at the mouth. Its return to basics low cost and assumed Toyota reliability and utility all tyhingswe have been missing for decades due to American manufactures obessions with packing ten pounds of shit in a five pound bag. Markets where the Hilux is available have seen massive excitement and aftermarket support for these trucks. Like the mini trucks of my day they are being both lowered lifted and modified for style, utility and fleet uses. Other than the as yet not in production SLATE we haven’t seen any where near the Hiluxs enthusiasm for any EV thats hit the market yet. Even the Tesla which has been the most popular EV in the states is rarely modified past a color changing wrap and while there has been a few tuner versions. To say its been embraced by the actual car community or spurned any aftermarket growth would be laughable at best.

I hope Fords investment and expansions in The EV market bear fruit but I cant help feeling a legit body on frame low option low

cost ICE powered mini truck. Like the Hilux would have been a far wiser move.

James

The Lowered HMFIC