Manufacturers are frequently reluctant to talk about camouflaged prototype cars, but not Ford. The Blue Oval has launched a ‘hidden’ website for its $30,000 electric pickup truck that offers a very early glimpse of the affordable EV.

The preview page that Electrek noticed is meant for fans who’ve found a QR code on the prototype. It doesn’t say much beyond confirming that you’ve “spotted a unicorn,” but a handful of videos show the truck in development and testing. While Ford has characterized the pickup as “midsize,” it appears closer to the compact Maverick than a Ranger or the now-discontinued F-150 Lightning.

Ford isn’t sharing a formal unveiling date or even a name, but does say “the herd” arrives sometime in 2027 and that the website will serve as an “exclusive” avenue for tracking progress on the Louisville-built pickup.

What is the Ford $30,000 electric pickup truck

New beginning for Ford’s EV strategy

Ford has been open about some aspects of its second electric truck. The brand hopes to hit a $30,000 price point through the combination of a new, simpler-to-build Universal Electric Vehicle (UEV) platform as well as a more affordable lithium iron phosphate (LFP) battery. The F-150 Lightning, meanwhile, was priced just under $40,000 at best.

While the camouflaged truck appears small, Ford is promising more interior room than a Toyota RAV4 and a better cost of ownership than a Tesla Model Y. This suggests the EV will be like the Maverick, catering to everyday commuters who prioritize rear passenger space over a large flatbed.

The truck and UEV represent an effective reboot for Ford’s electrification plans in light of a brutal U.S. EV market. Sales for Ford and most other brands have plunged in the absence of the federal EV tax credit, leading them to scale back and retool their strategies. That has frequently meant halting production and pivoting toward hybrids while working on more appealing all-electric models.

The right EV truck at the right time

The $30,000 Ford pickup could arrive at just the right moment. Gas prices have soared and aren’t expected to drop quickly (if at all), and that has already prompted surges in EV demand at automakers like Hyundai.

Electric car prices are also expected to fall across the board, with an affordable Tesla EV reportedly back in development, Slate releasing its no-frills truck this year, and Rivian prepping its cheaper, hatchback-style R3 crossover. You might not need tax credits or a large bank account to justify ditching fossil fuels.

Source: Ford