With a plan for affordable electric vehicles (EVs), Ford Motor Company is making one of its boldest moves yet in the race towards electric mobility — and it’s happening in Louisville, Kentucky.
The American auto giant is pouring nearly $2 billion into retooling its Louisville Assembly plant, a facility that’s been making gas-powered vehicles for 70 years.
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| Ford will roll out budget EVs from its Kentucky facility. |
It would now produce a new generation of affordable, profitable, and competitive EVs.
It’s more than just a factory upgrade — Ford is calling this a “Model T moment” for its EV business.
But in a market where Chinese automakers are pushing aggressively with low-cost models, and US EV incentives are facing political headwinds, the stakes couldn’t be higher.
A radical shift in strategy
Ford chief executive officer (CEO) Jim Farley isn’t mincing words. “We took a radical approach to solve a very hard challenge: Create affordable vehicles that are breakthrough in every way that matters,” he said, emphasising design, technology, performance, space, and cost of ownership — all built with American labour.
This “radical approach” hinges on two big ideas:
-- Universal EV platform: A flexible vehicle base that can be used across multiple models — from sedans to SUVs to trucks — and even adapted for both electric and internal combustion engine (ICE) vehicles .
-- Assembly tree production: Instead of the traditional long conveyor belt, the Louisville plant will have three sub-assembly lines working in parallel, joining together later in production.
Ford says this will cut parts by 20 per cent, reduce fasteners by 25 per cent, and speed up assembly time by 15 per cent.
It’s a leaner, more scalable system aimed at producing affordable EVs without sacrificing profit margins.
The first of a new breed | Electric pickup in 2027
The first vehicle to emerge from this revamped plant will be a midsize, four-door electric pickup truck set for release in 2027 in both domestic and international markets.
Powering this new truck will be lower-cost batteries made in a separate Ford facility in Michigan, where the company had already set aside $3 billion.
By integrating battery production into its supply chain, Ford hopes to avoid the price volatility and supply issues that have hit other automakers.
The politics and the competition
This ambitious move comes at a politically-awkward time. While Ford and other Detroit automakers are accelerating their EV plans, the Trump administration is rolling back incentives for electric cars, including the $7,500 federal tax credit many buyers have relied on.
That could make affordability a bigger challenge — and an even more important selling point.
Meanwhile, Chinese automakers are making strong inroads globally with lower-cost EVs, posing a threat to American brands.
In response, Farley said, “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 and which customers love.”
E-Vroooom’s views
Why this matters
If Ford’s Louisville gamble works, it could reshape the economics of EV production in America.
The universal platform approach could allow the company to quickly spin out multiple affordable models, while the assembly tree system could reduce costs, enough to compete with both foreign rivals and shrinking US incentives.
But the risks are real. The 2027 launch date means Ford has to maintain momentum in a fast-changing market — and win customers who are increasingly spoilt for choice.
Still, if history is any guide, this “Model T moment” might just put Louisville back on the global automotive map — this time, as the birthplace of a new generation of affordable EVs.
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