Ford Delays Electric Maverick and Bronco Launch to 2030s, Says Report

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Ford Delays Electric Maverick and Bronco Launch to 2030s, Says Report

Ford’s Maverick pickup and Bronco SUV became instant hits, sparking a massive surge in demand that led to year-long waiting lists for specific configurations. This success clearly showcased Ford’s strategic acumen.

Ford, keen on leveraging this momentum, has been rumored to be developing electric versions of these two popular models, aligning with the industry’s move towards electrification. However, recent developments suggest a potential hiccup in these plans. A report from AutoWeek, citing a source, indicates that the electric iterations of the Bronco and Maverick might face delays, possibly pushing their launch to the early 2030s.

This shift suggests that customers holding off on buying either the Maverick or Bronco in anticipation of a battery electric vehicle (BEV) version might have to wait longer than they initially thought. The reasons behind Ford’s decision to postpone these vehicles are not explicitly known. It could be due to the next-generation platform or the battery technology not being fully developed, or perhaps Ford is adjusting its strategy based on the slower uptake of its current electric models, such as the F-150 Lightning.

When approached for a statement, a Ford representative chose not to comment on rumors about their upcoming products.

Ford is possibly facing hurdles in developing vehicles that not only meet the growing demand for electric vehicles (EVs) but also align with the specific needs and desires of their target market. Creating an efficient, long-range, affordable EV presents its own set of challenges. When you factor in the additional requirement of tailoring these vehicles to lifestyle activities, like the Bronco’s off-road capabilities, the task becomes even more daunting. This balance between performance, affordability, and specific use-case features like off-roading is a significant challenge for Ford as it moves towards electrification.

At the 2023 Detroit Concours d’Elegance, Anthony Lo, Ford’s Chief Design Officer, addressed this exact challenge.Via Newsweek:

I think the biggest challenge is on the off-road products. I really have to understand how people are using vehicles today. Because it’s not just about styling. People ask why don’t you just take that graphic in front of a Bronco and put it on the next EV Bronco? Because the actual need for cooling or lack of need for cooling is very different.

I think you also need to think about how you can design a future Bronco that also meets all our aerodynamic targets and that you can actually drive more than 400 miles, you know, on a single charge.

Ford is in the process of developing another electric vehicle (EV) pickup, though details about its design and features are still under wraps. The company unveiled Project T3 (“Trust the Truck”) last year, intending to manufacture this new truck at its expansive BlueOval City facility in Tennessee. Based on remarks from CEO Jim Farley during the 2022 F-150 Lightning launch, it’s speculated that this truck will fill the gap between the Maverick and the F-150, potentially aligning with the market segment currently occupied by the Ford Ranger.

In a related development, General Motors has reportedly shelved its plans for an Ultium-powered EV pickup. This decision comes at a time when Ford’s Maverick has been experiencing robust sales and there’s a growing demand for an electric version of this mid-size pickup. GM’s cancellation could have positioned it to attract consumers with a battery-powered revival of the affordable S-10. However, with both major manufacturers stepping back from launching new compact trucks, it seems the market will have to wait for such offerings.

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