Ford has reportedly pushed back the launch of its next-generation F-150 pickup truck, delaying its arrival by at least a year. Initially scheduled for 2027, the highly anticipated model is now expected to debut no earlier than mid-2028. This decision follows a series of delays and cancellations affecting multiple Ford models in recent months.
The latest reports suggest that the all-new F-150 pickup truck has been postponed, adding to Ford’s recent challenges. Despite rolling out a refreshed F-150 pickup truck in fall 2023, the update did little to boost sales, which fell 5% over the past year. This decline allowed the Toyota RAV4 SUV to surpass it as America’s best-selling vehicle, a significant shift in the world’s second-largest automotive market after China.
This unexpected development raises questions about Ford’s future strategy, particularly as industry insiders indicate that the next-generation F-150 pickup truck, reportedly codenamed P736, will not be hitting the market as soon as planned. According to a Crain’s Detroit Business report, executives from three supplier companies have confirmed that the model has been pushed back by at least a year.
Originally slated for a 2027 release, the next-generation F-150 pickup truck is now projected to arrive in mid-2028 at the earliest. As a result, Ford has informed suppliers that production of the current F-150 pickup truck will continue for an additional year.
While Ford has not officially commented on the delay, the decision is unusual given the F-150 pickup truck’s status as one of the company’s most profitable and strategically important models. The postponement could create an opportunity for rivals such as Chevrolet, GMC, Ram, and Toyota to strengthen their positions in the competitive pickup truck segment while Ford’s offering ages.
Ford’s Broader Product Strategy Adjustments
The delay of the F-150 pickup truck is not an isolated case, as Ford has also revised or scrapped several other planned models. A three-row electric crossover, originally scheduled for 2025, was first delayed until 2027 before being canceled altogether.
Meanwhile, the launch of the next-generation F-150 Lightning, known internally as Project T3, has been pushed back to the second half of 2027. Ford has cited the need to capitalize on lower-cost battery technology and respond to shifting market dynamics as key factors behind the delay.
Looking ahead to 2027, Ford is set to introduce a midsize electric truck built on an all-new platform. Expected to be named the Ranger EV, this model aims to deliver greater range, functionality, and utility, appealing to buyers seeking more value in an electric pickup truck.
Additionally, Ford CEO Jim Farley recently outlined the company’s vision for longer-range electric vehicles. He emphasized that future models could utilize smaller, more cost-effective batteries while still covering most daily driving distances on electric power alone. However, he acknowledged that these innovations would come at a significant cost, reaching into the tens of thousands of dollars.
