DRIVERS are all revved up over the potential return of a beloved old Ford model after a mysterious trademark filing.
The auto giant announced last month that the brand is going “back to its roots” by making cars more affordable as the company develops a new electric vehicle platform.
A 1957 Ford Fairlane Ranchero model, which was discontinued in 1979[/caption]
The Ranchero was known for its truck bed in a comfortable and stylish car[/caption]
Then speculation began swirling in early August, when Ford filed a request to trademark the word Ranchero.
Ranchero was a car-based pickup sold from the 1950s through the 1970s, which was popular for its pickup-like bed on a station wagon platform.
In Ford’s new filing with the US Patent and Trademark Office, the Ranchero name is trademarked when referring to pick-up trucks, electric cars, and electric vehicles.
Now, Ford fans are convinced the brand’s highly anticipated new pickup will be called a Ranchero.
However, there will be one key difference in the model from 75 years ago with the one expected in 2027: it’ll be much more modern.
Instead of the fan-favorite fuel system that drivers might be used to, the new Ford pickup will be an electric vehicle.
Ford is investing billions of dollars in a new EV platform in an attempt to compete with China’s output.
CEO Jim Farley said last month that the plan to switch gears to electric is a “risky bet,” but that he believes it’ll pay off.
Ford is set to debut a new EV mid-size pickup truck that will start at around $30,000, Farley said.
The four-door vehicle will be built entirely in the United States and will be available in 2027.
Farley said the plan is “the most radical change on how we design and how we build vehicles at Ford since the Model T.”
The Model T was the first mass-produced, widely available car.
“This is a Model T moment,” Farley said.
“And it’s bigger than Ford — it’s a big win for America’s future and for our customers everywhere.”
Electric vehicles vs gas
Pros and cons of EVs vs gasoline-powered vehicles
EV PROS:
- Convenient (when charging at home)
- Cheaper (depending on state or city)
- Cheaper maintenance, due to lack of mechanical parts
- Great for commuting
- Reduced CO2 emissions
- Federal and state tax incentives
- More performance (speed, handling – depending on the make and model)
EV CONS:
- Higher initial cost
- Higher insurance rates
- More frequent tire and brake replacement intervals
- Higher curb weight (thus causing more rapid wear on crucial parts)
- Low resale value
- High depreciation rates
- Lack of charging infrastructure
- Unreliable public charging (related: slow charging times)
- Poor winter and summer performance
- Lack of clean energy alternatives means more “dirty energy” from coal and nuclear sources
- Range anxiety
GAS PROS:
- Highly developed refueling infrastructure
- Fast refueling
- Cheaper insurance rates, depending on make, model, and configuration
- Established repair industry
- Lower initial cost
- Higher range before refueling, especially with hybrids
- Many manufacturers produce nearly emission-less engines
- Cheaper refueling, depending on the location
GAS CONS:
- Finite resource (related: heavy dependence on petroleum)
- Carbon emissions/greenhouse gases
- Higher repair costs
- Higher insurance rates, depending on make, model, and configuration
- Varying costs at the pump, depending on state, city, and county
Source: Car & Driver, Perch Energy, AutoWeek
At this time, it’s unclear if the new Ford EV pickup will be called a Ranchero.
Ford has also recently trademarked more of its old names, hinting at more possible names of the new EVs.
The brand globally trademarked Fathom, Fuze, Hive, and Mythic last month, according to Ford Authority.
The application for the Ranchero trademark was submitted on August 5.
Part of the reason why the Ranchero was so popular was that it had the comfort of a car but the usefulness of a truck.
It was discontinued in 1979 for reasons including declining sales and stricter government regulations.
Ford didn’t immediately return The U.S. Sun’s request for comment.
Ford is coming out with new electric vehicles (stock image)[/caption]
