LOUISVILLE, Ky., August 11, 2025 – In a move that signals a transformative shift in its approach to Ford electric vehicles, Ford Motor Company today unveiled a bold $2 billion investment to overhaul its Louisville Assembly Plant. The goal: to bring a new line of affordable, profitable EVs to market, beginning with a midsize electric pickup truck priced around $30,000.
A “Model T moment” for EVs
At a public event at the Louisville facility, CEO Jim Farley likened the initiative to a “Model T moment” — harkening back to the revolutionary changes Henry Ford introduced over a century ago. He noted that few projects in an auto executive’s career dramatically redefine manufacturing, but this one has that potential
Farley emphasized, “We’re not in a race to build the most electric cars… We’re in a race to have a sustainable electric business that’s profitable, that customers love.” He asserted that the Louisville-built truck would outpace anything China offers in affordability and practicality
Building affordability from the ground up
At the heart of the investment lies Ford’s new Universal EV Platform and a reimagined production system. The platform uses lithium iron phosphate (LFP) structural batteries as part of the vehicle’s floor, reducing weight and cost while enhancing safety and packaging . The manufacturing process also shifts from linear conveyor lines to a modular “assembly tree”: three parallel subassemblies—front, middle, and rear—build simultaneously before converging. This yields efficiency gains of up to 40%, slashes parts and fasteners by 20% and 30% respectively, cuts workstations by 40%, and accelerates assembly time by 15% WIRED . The streamlined design reduces wiring substantially—reportedly eliminating 4,000 feet of wiring from prior designs—highlighting Ford’s commitment to simplicity and cost efficiency
The $30,000 truck: features and positioning
Slated for production in 2027, the first model off the revamped line will be a midsize, four-door electric pickup, with dimensions akin to the Maverick but offering more cabin space . Marketed at a starting price of around $30,000, it addresses the growing consumer pushback against high EV prices, which currently average over $50,000 . Dubbed a “mobile power plant,” the truck will feature practical amenities: a conventional bed, frunk, and house-backup power capacity. Its performance is expected to match a Mustang EcoBoost in 0-60 mph speed while offering more downforce.
Economic and regional impact
The overhaul secures approximately 2,200 existing hourly jobs at the Louisville plant. Combined with the previously announced $3 billion investment in an EV battery facility in Michigan, Ford anticipates creating or preserving nearly 4,000 direct jobs across both locations . Kentucky Governor Andy Beshear described the initiative as “one of the largest investments on record in our state,” reaffirming a century-long partnership with Ford and reinforcing Louisville’s future as an EV manufacturing hub.
Strategic pivot amid challenges
The announcement comes at a pivotal time. Ford’s EV division has suffered significant losses—reportedly $10 billion between 2023 and 2024—as sales of models like the Mustang Mach-E and F-150 Lightning faltered, though hybrids gained traction Reuters . Simultaneously, shrinking federal incentives and intensifying competition from low-cost Chinese automakers are squeezing margins . Ford’s strategy now focuses on cost-effective, software-defined compact EVs for mass-market appeal, particularly in key regions such as the U.S., where affordability remains a sticking point.
Risks and the road ahead
Despite optimism, Ford acknowledges the risk. Farley cautioned that while the ambition is grand, there are no guarantees. He referenced the graveyard of affordable vehicles that “fizzled out with idle plants, laid-off workers, and red ink,” stressing Ford’s aim to break that cycle . The company aims to prove EV profitability within a year of the new line’s launch—an aggressive target given current headwinds.
Bottom line
Ford’s $2 billion investment in the Louisville Assembly Plant is a multi-faceted gambit to redefine Ford electric vehicles. By combining platform simplification, manufacturing innovation, and affordability, Ford is aiming for a competitive edge and long-term sustainability in a fiercely evolving EV landscape. Should this “Model T moment” succeed, it could reshape the U.S. automaker’s future—and perhaps the broader trajectory of electric mobility itself.
